Did Kriti Sanon step down as Hyphen’s CCO? The brand’s latest campaign reveals the truth

Speculations about Kriti Sanon resigning from her role as Chief Customer Officer (CCO) of skincare brand Hyphen went viral this week, following an announcement on social media suggesting she was leaving the role.

Has Kriti Sanon left her role as Hyphen’s Chief Customer Officer?

This development caused confusion among followers and industry watchers before the company announced that the move was part of a planned campaign.

The announcement, published on Hyphen’s digital platforms, implied that Sanon had “resigned” from her leadership position. The message was designed to come out of nowhere, arouse curiosity and generate widespread discussion on social media. However, the brand later confirmed that the claim was not true, but a gradual introduction to its latest marketing campaign.

Hyphen announced that Sanon continues to serve as Co-Founder and Customer Director. Instead of stepping down, he took on an additional persona within the brand: a character called ‘SPF Cop’. Persona is the centerpiece of the company’s new campaign focused on encouraging regular sunscreen use.

When asked about Hyphen’s latest campaign, Kriti Sanon said: “Hyphen has always been deeply personal to me because I’m in this business not just as a Co-Founder, but as someone who truly cares about what our community needs from skincare every day. One of the habits I keep talking about is sunscreen because it’s often the easiest thing to forget and the most important thing to keep track of. So when the team came up with the idea of me being the ‘SPF Cop,’ I thought it was a fun way to remind people that skincare is effective, simple, and easy at the same time.” “I think it could be enjoyable.”

Vaishali Gupta, Co-Founder and Chief Growth Officer, Hyphen, said: “Kriti has been deeply involved in shaping Hyphen from the very beginning, having a strong understanding of our customers and playing an active role in product ideation, formulation and brand communications. She will always remain the Chief Customer Officer, staying closely connected to our consumers and what they really need from the brand. The ‘SPF Police’ avatar is a fun extension of this involvement and also finds creative ways to encourage better skincare habits. What we hear from our customers is Vaishali Gupta.” based on insights.”

Hyphen, a direct-to-consumer skincare brand co-founded by Sanon and backed by PEP Technologies, focuses on simplified routines and science-led formulations. The company currently operates over 18,000 pin codes in India through its digital-first model.