Kriti Sanon on Hyphen's feedback-led D2C playbook and her GIVA, Supply6 bets
As Chief Customer Officer of skincare brand Hyphen, Kriti Sanon details a consumer-feedback and reformulation model, citing input from 40-50 customers monthly and over 50% of revenue from repeat buyers. She also flags investments in GIVA and electrolyte brand Supply6, which recently drew Hindustan Unilever backing.
What happened
Kriti Sanon, Chief Customer Officer of skincare brand Hyphen, discusses building the D2C brand via consumer feedback and reformulation, plus her investments in
Key facts
- 40-50 customers/month feedback
- over 50% revenue from repeat customers
- 60% of Indian consumers have oily skin
Why this matters
Hindustan Unilever's backing of Supply6 flags strategic interest in the electrolyte adjacency, and Hyphen's repeat-buyer strength could make it a plausible acquisition or partnership target in D2C skincare.
What to watch
- Any HUL/large FMCG stake or acquisition talk involving Hyphen
- Disclosure of CAC and new-customer growth alongside repeat rate
- Competitor celebrity skincare launches citing feedback-led playbook
- Category funding rounds in premium D2C skincare
- GIVA or Supply6 exit/valuation events affecting Sanon's investment thesis
- Expand SKU range using cohort feedback data to defend repeat-purchase moat
- Leverage Kriti Sanon's investor profile (GIVA, Supply6) to court FMCG strategic capital
- Formalize the 40-50 customer feedback panel into a scalable community/loyalty program
- Push into offline retail or marketplace distribution to lower blended CAC