Mumbai: Actor-entrepreneur Kriti Sanon is no longer serving as the Chief Customer Officer (CCO) of her skincare brand Hyphen, the company confirmed in an official statement.
The development comes nearly three years after the brand’s launch in 2023, during which Sanon played a prominent role in shaping its identity, marketing and customer engagement.
Announcement made via official statement
Hyphen announced the change through its official social media handle on April 24, describing the move as part of a broader transition within the company.
In its statement, the brand said the decision was taken after careful consideration and acknowledged that it marked a significant shift. It noted that the company is entering a new phase and that certain important decisions were necessary as part of this process.
However, the company did not elaborate on the specific reasons behind Sanon stepping down from the role.
Strong association with the brand
Since its inception, Kriti Sanon had been closely associated with Hyphen’s positioning and outreach strategy. Her involvement went beyond being a brand ambassador, as she actively contributed to shaping its public image and connecting with consumers.
The announcement has therefore drawn considerable attention, given her visibility and influence in building the brand.
Social media reactions pour in
The update quickly gained traction online, with users expressing surprise and curiosity over the leadership change. Many took to social media to share their views on Sanon’s role in the brand.
Entrepreneur Parul Gulati was among those who reacted, voicing support for the actor and highlighting her importance to the brand’s identity.
Her comments reflected a broader sentiment among fans, many of whom view Sanon as an integral part of Hyphen’s journey so far.
Uncertainty over future role
While confirming the development, the company has not clarified whether Kriti Sanon will continue to be associated with the brand in any capacity.
The reference to a “transition” phase suggests internal restructuring, but further details about leadership changes or strategic direction have not been disclosed.
Conclusion
Kriti Sanon’s exit from the CCO role marks a notable shift for Hyphen as it moves into a new phase of growth. While the company has maintained silence on specifics, the development has sparked interest in how the brand will evolve and whether Sanon will remain connected to its future journey in a different capacity.
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