Kriti Sanon's Wellness Brands: The Tribe and Hyphen

Many film stars lend their names to beauty and fitness products. Kriti Sanon has gone further, taking founder roles in two wellness businesses within about 14 months. This piece sets out what is documented about The Tribe, a fitness company, and Hyphen, a skincare brand, and what the numbers do and do not show.

Two businesses, one theme

Her Wikipedia biography lists a clothing line called Ms. Taken, launched in 2016, the fitness company The Tribe, the skincare brand Hyphen and a production company, Blue Butterfly Films. The two wellness ventures arrived within about 14 months of each other, in 2022 and 2023.

The Tribe

According to Entrepreneur India and Inc42, Sanon launched The Tribe in May 2022 with co-founders Anushka Nandani, Karan Sawhney and Robin Behl. The reports describe a fitness offering built around in-studio and group sessions, personal training and tailored nutrition plans, with an app planned for the following year. We could read only summaries of those pages, so treat the product details as the founders described them at launch, not as a current service listing.

Hyphen

Hyphen is the better-documented venture. CNBC TV18 reported that she partnered with PEP Technologies, the parent of the skincare brand mCaffeine, to launch it in July 2023. It described her role as going beyond investment: she is also Chief Customer Officer and takes part in product formulation, research, design, testing and customer satisfaction. The founders from PEP Technologies named in the report are Vaishali Gupta, Tarun Sharma, Saurabh Singhal, Mohit Jain and Vikas Lachhwani.

The launch range had three daily products priced between Rs 450 and Rs 650: a barrier care cream, a glow serum and a sunscreen of SPF 50. The company said it was available in 18,000 pin codes from the first day. Its stated goal was to become the fastest-growing Rs 100 crore direct-to-consumer skincare brand in India.

The revenue claims

Her Wikipedia biography says Hyphen generated revenue of Rs 100 crore within its first year, which grew to Rs 400 crore in its second year. The Hindustan Times, reporting on the brand's second birthday in July 2025, quoted co-founder and CEO Tarun Sharma saying the company had crossed annual recurring revenue of Rs 400 crore in gross revenue, with a 60 percent repeat customer base. He also said the brand grew from 1 million to 4 million consumers in a year.

Those are company statements. The terms matter: annual recurring revenue and gross revenue are different from profit, and the Hindustan Times report describes them as figures the company unveiled. The Wikipedia version of the figures is also not identical to the quoted statement, since one speaks of revenue earned in each year and the other of a run rate at the second birthday.

What the pattern shows

Sanon's role in the two companies differs from a standard endorsement. In both cases, she is named as a co-founder, and in Hyphen's case the company gave her an operating title. That does not tell us how much of her time goes into either business, and none of the reports we read says.

The brands also reach different needs. Fitness is a recurring service that depends on habit and local studios, while skincare is a product that depends on repeat purchase. Hyphen's reported repeat rate is the closest thing to evidence on whether customers come back.

What we could not confirm

We could not confirm profit, funding terms or her ownership share in either business. We also did not find an independent audit of the revenue figures. Only summaries of the pages on The Tribe were available to us, so we cannot say whether it still operates in the form described at launch.

Sources

*Cover photo: Verghese TK, Wikimedia Commons (CC BY-SA 4.0).*