HYPHEN, the skincare brand known for its mix of science, transparency, and consumer insight, has released its new brand communication through a film featuring Co-founder and Chief Customer Officer Kriti Sanon.
The film introduces HYPHEN’s evolved brand positioning with the tagline Tested, Trusted and Totally Fun. It marks a shift for the brand as it highlights its dual nature: high performance on the inside and fun on the outside.
The messaging stays true to HYPHEN’s science-backed formulations while reinforcing its identity of vibrancy, relatability, and approachability, without compromising on efficacy or performance.
In the new film, Kriti brings a fresh, engaging energy to skincare storytelling, showing how HYPHEN combines effectiveness with a playful spirit.
Grounded in transparency, science, and customer insight, HYPHEN’s evolved communication stays anchored in its core philosophy: understand real consumer needs and meet them with rigorous, science-led solutions.
Speaking about the new brand film, Kriti Sanon, Co-founder and Chief Customer Officer, HYPHEN, said, “I’ve always believed that skincare doesn’t need to feel dull or boring to actually work. It can be effective and enjoyable – and that’s exactly what we build at HYPHEN. Every formulation is rigorously tested backed by science and real results and trusted by our consumers and community. We make skincare that feels vibrant, sensorial, and fun – something you look forward to using every day. Because great skincare shouldn’t make you choose between performance and joy. HYPHEN: Tested, Trusted and Totally Fun.”
