Skincare startup Hyphen has shown some amazing financial growth. They made ₹50.4 crore in revenue in FY25. That’s a huge jump from ₹7.6 crore in FY24, about 6.6 times more.
This jump shows that Direct-to-consumer skincare brands are becoming more popular in India. New beauty startups are getting bigger in the country’s growing D2C scene.
Hyphen’s fast growth puts them among the quickest-growing D2C brands in the beauty world. It also shows what’s happening in the D2C market, where brands that started online are getting customers through influencers, building communities, and selling in different ways. As more beauty brands pop up, Hyphen’s success shows how new companies can do well in India’s competitive personal care market.
Even though Hyphen’s revenue went up, they also spent more money on marketing, operations, and making sure they have enough products. This is common for D2C brands that are supported by venture capital. The company’s total spending went up to ₹63.3 crore in FY25 from ₹14.8 crore in FY24. This shows that they are trying to grow fast and get more people to know about their brand.
A lot of the money was spent on making products and buying raw materials. They spent ₹19.2 crore on materials in FY25, which is about 30% of their total expenses, This is because they are selling more products and people want their skincare solutions.
But, Hyphen spent the most money on advertising and sales. This took up 43% of their total expenses, reaching ₹27.12 crore in FY25. This shows how important influencers, online ads, and good brand stories are to the D2C beauty market in India.
Because they spent a lot on growth, the company’s net loss went up by 80% to ₹12.9 crore in FY25. But, Hyphen is getting better at managing their money. For every rupee of revenue they made in FY25, they spent ₹1.26, which is better than the ₹1.97 they spent in FY24. This means they are getting more efficient as they grow.
Hyphen started in July 2023 with the support of Bollywood actress Kriti Sanon and the team behind mCaffeine. The brand wants to combine nature and science to create good skincare that is affordable for Indian customers.
Hyphen’s products are priced between ₹300 and ₹800, which means they can sell to many young people who use the internet. They sell sunscreens, serums, moisturizers, cleansers, and lip balms with ingredients like Niacinamide and Vitamin C to help with common skin problems.
Hyphen also cares about being sustainable and making products in an ethical way. All their products are vegan, cruelty-free, and designed to avoid plastic waste. This is in line with what customers want from sustainable and responsible beauty brands.
Hyphen sells products on their website and on big e-commerce websites like Amazon and Nykaa. This mix of direct sales and online marketplaces helps them reach more customers.
Hyphen’s fast growth shows the rise of celebrity-backed D2C startups and online skincare brands in India. As the D2C beauty market grows, brands that have good stories, use science-backed ingredients, and sell in different ways are likely to be successful.
With strong revenue growth and more people knowing about the brand, Hyphen is becoming a promising player in the Indian D2C market.
