- 7/8/2025
Category
😹
FunTranscript
00:00you know and I think for me I've I've always been passionate about skincare but I think I got
00:07really obsessively passionate about it I would say during COVID when I hit 30 I was like oh my
00:13god I really need to take care of my skin and I really need to get into it and I being an engineer
00:19kind of when I get into something I really really get into the knowledge and the you know the
00:24education part of it and I started reading learning about ingredients trying different
00:30products figuring out what the Indian market felt like if I could order certain products the
00:36empathy of them ordering products even from you know abroad and I really felt that there was a huge
00:46gap here for one concern why can't I have all of them together in one bottle and simplify life my
01:04life and I was like okay you know let's simplify life everyone's life and that's when I met
01:10Flesh Ali and the entire team of web technology and you know we just met and we were I think they
01:18were also equally passionate all in the years most of them so we kind of yeah all of them yeah so we
01:25kind of really hit it off in you know the first meeting itself and I think they were expecting a
01:33celebrity to just come in like a celebrity to be like you know let's just I want to create a brand and I
01:40came with a list of ingredients and a list of you know the kind of products I would imagine in my
01:46that message had 15 ingredients and how we can you know make things simplify so that we can plumb a lot of
02:04these ingredients into one bottle and make sure that the consumers are not only better in their choices
02:09yeah and I think the journey has been beautiful since then you know so I think the most important
02:16thing when you're creating a brand is to find the right partners and to find the right energy together
02:21you've got to be passionate together have similar goals have differences of opinions and then kind of
02:28come to one and I think it's been it's been a great marriage I would say yeah and I know it's our baby
02:38it's like oh my god I just said marriage then I said a baby fine we're going very away from this I think
02:45though it's I think we've been now been building this for more than three years conceptualizing building
02:54And I think from day one, a very strong positive push which I think both can keep on delivering.
03:04I think that has been the constant driver of how this is happening.
03:09So I think yes, we are blessed to have her.
03:12Also, I think she is a very strong and passionate person when it comes to skin care.
03:20So testing a lot of products and making sure that before it reaches to customers,
03:26it actually reaches her closet and she is testing for a good number of days before we actually lock it.
03:32So I think that kind of passion, it speaks in the brand and the product she has delivered.
03:38And so not a lot of brands which are led by celebrities have a celebrity having a CFO position.
03:49Krithi actually has a CFO position.
03:51She is a chief customer officer and she makes sure that she reads a lot of customer insights and queries and brings it to the people and in the product.
04:01And I think this is the secret sauce because not a lot of celebrity beauty brands have kicked it off.
04:07So I think Krithi personally using it and then putting it out in the market is really cool.
04:12But to be honest, my agenda, my first thought when I wanted to create a brand was also because I could use certain products.
04:20And I was like why?
04:21And I didn't want to make a brand that I am just selling but I am actually using something else.
04:27What's the point of it?
04:28The point is I am creating something that is making my life better, that is helping a lot many other people and is affordable to the Indian market.
04:38Indian skin, the various skin types, the weather that we have is so different from anywhere else that a product that may be working in USA is not going to work on your skin here.
04:52But keeping all of those things in mind was very important.
04:55And of course from day one we were very very clear that our priority is customers.
05:02What do they want? What do they need?
05:04So, so many times I use my platform to actually interact with them.
05:08I put on stories, I am like which kind of a product do you guys want us to create?
05:12And they actually come up with a lot of really different demands and different ideas.
05:20We sometimes get ideas from the consumers to actually create a new product which I think is amazing.
05:26And equally important is the feedback.
05:28So, you know, keep interacting with them what is not working.
05:32We have done so many, you know, calls with the customers.
05:37They keep doing on a very daily basis.
05:39I also come on board and sometimes just have a Zoom call with a lot of customers.
05:44That's the reason why we've rolled so much.
05:50That's amazing.
05:52Since we got this one so much now, we are here for the next session.
05:56We are here for the next session.
05:58Would you like to see something?
06:00Well, this is a very very special product.
06:03As our name suggests, hyphenate.
06:06We wanted to hyphenate to a lot of .
06:11We wanted to hyphenate concerns.
06:13And this particular system that we're launching today actually hyphenates as well as .
06:20It has two phases.
06:22as you can see the beautiful models.
06:24It is a dual powered bi-physics theorem.
06:27It has an oil and a water mix.
06:30And in the, so I call it a double shot.
06:33You know?
06:35It has two shots, one shot of radiance and one shot of radian collagen.
06:39The shot of radiance actually has a brightening confidence.
06:43It has 30% of a brightening confidence.
06:45And the shot of collagen has a 20% colorful confidence.
06:49What is the key thing about this is that it has two phases, oil and water.
06:54Why?
06:55So our first thought was our body, our skin, actually has oil and water.
07:00That is the main kind of big phase.
07:03The bad thing is the hydration of the skin.
07:06So when you put oil and water together in a ceiling like this, it just makes it a lot
07:11more efficient.
07:12Your ingredients are in your neighbor and you get better results.
07:17And it also looks beautiful, you know.
07:19You just keep it like this and then you activate it by shaking it and it turns into this.
07:24So I think everyone should have in their clothes.
07:28Yeah, it is actually a star product because it's multi-talented.
07:34It will get rid of your pigmentation, of your dark spots, skin, skin tone.
07:40It actually is going to stop melanin production by potting skin.
07:46Which I think is amazing.
07:47I think pigmentation and transport is a general concern, especially in India.
07:52All Indian skin tones, including mine, I also go through pigmentation, you know, on and off.
07:59As much as I do put sunscreen, it's still some sort of a damage ends up happening from all the lights that we have around us.
08:06And of course, we all want like juicy, plump, bouncy skin with all the collagen in it.
08:12So yeah, this actually is an amazing product.
08:16And I also want to say all the dry skin colors would generally love it.
08:20But people who have oily skin should also not be scared at all.
08:23This absorbs in seconds.
08:25It does not clog your pores.
08:27So it does not have anything which is too energetic.
08:30So yeah, one for all.
08:32Two serums in one, guys.
08:33This is hyphenating multiple skin concerns in one.
08:43It's so important to have like the perfect ingredients.
08:45Because I feel now like even if I personally go to buy anything, we always check what's inside it.
08:50So I think this is really cool.
08:52And I think everyone's going to get this now.
08:54Well, Shadi, the next one is for you.
08:57Why this category of serum?
09:00So I think I'll first walk you through how the core idea of why Hyphen was born.
09:07As Kriti mentioned that consumers and Kriti herself, we felt that was overwhelmed with a lot of choices which are available in the market today.
09:19There are ten serums for ten concerns.
09:22And people are just layering and flooding their skin with those ingredients.
09:27And people are facing skin sensitivity issues.
09:31People are facing the skin becoming a little bit more oily.
09:34And serums or the treatment not penetrating into their skin just because of the layering.
09:39And I think consumers were sort of overwhelmed with that particular fact.
09:44And were looking out for a lot of options which can club the ingredients and put them in one bottle which can solve for the multiple concerns.
09:54But at the same time, what we realized, there are two layers to building a product.
09:59One is, I'll talk about from the ingredient lens.
10:02One is the active-led ingredients which have come up in the market.
10:06Your DHAs, BHAs, Vitamin Cs.
10:09But there are also a lot of naturally derived actives or natural ingredients.
10:13A natural form of Vitamin C which can be a Kakado Plum.
10:16A natural form of AHA or a natural Nea or a Haldi or a Turmeric.
10:21Which is very very important for the skin.
10:23Now when people look at it from a singular lens which is only active-based ingredients or natural ingredients.
10:32They might not find efficacy or they might not find the balance or the stability or the calming effect on the skin if they are using either of one.
10:41So what we realized was that why can't we have multiple ingredients but both from the best of active world and the best of naturals.
10:49Put up in one bottle and give it to the consumers for their concern.
10:54And that is, that was the core thought of how Hyphen was born.
10:58So it's potency of science and balance of nature which brings Hyphen together.
11:03Now there are multiple categories where we have hyphened these small ingredients and brought the best product to the consumer.
11:12But when we talk about serums specifically, this particular gap of overwhelming choices was very very big.
11:20And that is where we tried to build serums in two categories.
11:24One is treatment and one is enhancement serum.
11:27So typically you would use a serum only for treatment which is your dark spots, acne or enhancement which can be brightening or making skin more plumpier or hydrating yourself.
11:37Now we have a lot of serums like an acne serum which not only heals acne but also will remove the fades, fade the blemishes of the dark spots or the acne spots.
11:51So it would give you two benefits with multiple ingredients.
11:54Now that's treatment, what we realized that this particular problem also sits in the enhancement category.
12:00People are either getting collagen boosting ingredients or collagen boosting serums or they are either getting brightening serums.
12:10That is where we call why can't we club these two.
12:13But those particular formats itself are very different.
12:16One is most stable in the oil format and one is most stable in the water format.
12:21How can we make a product which can settle into the skin, penetrate into the deeper layers of skin and do a better delivery.
12:28And that is where this particular format of serum actually emerged.
12:32And we have just launched it two days back and we are eager to see the results of how the consumers adapt and how they are feeling about the product.
12:42The early signs are really, really exciting.
12:44We are running very high on demand but it's just the start and we are very excited.
12:49A lot of products and this particular product will be available at the booth as well.
12:53So that's how we looked at this particular category and I think Amazon is a very strong platform to give those insights and see how we can live.
13:04We have a lot of ingredients having shea butter, caffeine for toning so that was the first product.
13:09And then I think when we repositioned the brand Body Scrub which is till late till you were favourite was the second product which we launched at the brand.
13:18Wow, that's amazing.
13:19One thing you wish people knew about skincare?
13:23Less, more is not better always.
13:31It's choosing the right ingredients and choosing the right steps are more important.
13:36Right, right.
13:37Your biggest lesson as a founder?
13:40As I said, be ready to fail because I think that helps you learn better.
13:45And I think at least for me and I can speak for the organisation, we are the product of our failures and not the success.
13:56Your favourite skincare step and why?
14:00I think I like the night time routine the most because I think we can give time to that particular step of skincare otherwise day time is a little bit more hectic.
14:12So I think night time is something where I think I love the most.
14:16Right, even I like my night routine more.
14:18If your brand were a person, how would you describe them?
14:21Yeah.
14:22So I think since we have a person here so I'll have to do the thing and if it has to be M-Campine, I think the person has to be our team who is leading the booth.
14:33So you'll see the energy there.
14:35What's next for your brand?
14:36I think that's a tough question but I think we would be expanding fast, venturing into newer categories.
14:51So how the new innovations are adopted by the Indian markets is something I am really looking forward to.
15:03What we have seen with global markets have a lot of newer formats of innovation or newer formats of products which are slower to Indian markets.
15:13And not just low in entry but also in adoption.
15:17So I think in the next coming years I am very eager to understand how Indian markets would adopt to the newer formats like say for example a biphasic serum or a biphasic cleanser in the future.
15:30How are people adopting to these multi-benefit products and from an entry and an adoption and a retention point of view that's something I am really looking forward to.
15:41Thank you so much Vaishari. This was fun. Moving on to you, Trithi. One skin care step you will never skip.
15:48Sunscreen in the morning? Never ever. Whether I am sitting at home and doing nothing in my bed.
15:54And at night, I mean I wouldn't skip double cleansing. And I actually also wouldn't skip moisturizing.
16:04You wouldn't skip skin care at all?
16:06It's like no matter how sleepy and like in zombie mode I am, I would still like take my makeup off completely.
16:13And if I am not in the mood or I am too tired to kind of go through a routine, I will just use a moisturizer.
16:19Okay. Trend do you think is overhyped?
16:23You know the 10 step Korean routine where and there is something called skin flooding. Like where you kind of layer like 2-3 toners some 500 times on your skin.
16:38Try and do that in Mumbai. Please. I really want them to try and try and come to Mumbai and try and do that. It doesn't work guys. Please don't try.
16:46One skin care myth you want to burst. Skin care myth? That a higher percentage of an active means a better serum. It doesn't. It depends on the active. And say for example if it's niacinamide, 3-5% of niacinamide is good enough. In fact if you are putting a lot more than that, you might actually be harming your skin.
17:13At times you feel like nahi, 20% niacinamide is good enough. It's not like that. Your skin can't take that much. It's not going to absorb that much also.
17:25So you have to go as per the ingredient and see how much is a good efficient amount.
17:31I also feel it depends on where you are staying. Like if you are abroad versus India, it's like fully dependent on which.
17:37Yeah but I really feel that, in fact that's how I have been. As consumers you should sort of google the ingredients. See how much percentage is a good percentage.
17:46Actually if you google niacinamide, you will find that 3-5% is the correct amount. That's efficient enough. So I personally don't feel that 12% is great.
17:56Active ingredient you are currently obsessed with.
18:00I've always been obsessed with peptides. I think they are just amazing. And they bring this, they kind of help boosting collagen in your own skin.
18:10So I feel like peptides are amazing. And yeah, the copper peptide syrup is one of my favourites. And I think now this baby is going to become the next one.
18:21Your guilty skin care habit. Picking on my pimples. I think a lot of girls are going to be later. Because I itch when I get a pimple.
18:34I can feel like I am getting one. And I feel the urge to kind of pop it out. I have zero patience. I am not able to wait for a week for it to dry and then come out.
18:43And also yeah. That I am guilty of. It's a terrible habit. Every time I do it, my makeup artist is like, you are going to get a mark.
18:50I will be like, okay, it's going to go.
18:52And it always comes when you have something important.
18:55Oh always. Always. It times itself.
18:58Yeah.
18:59Thank you Kriti. That was amazing.
19:01Thank you so much.
19:02So now we want you to pick five people and share the new launch with the audience.
19:10Sure. Oh my god, you are going to make me pick.
19:13That's rude guys.
19:15The other people are going to really hate me.
19:17Okay, the one person who has picked up the hand before you even completed your sentence was off.
19:23Okay, how do I point? Third row and the fourth row. Now see, you are going to make me a villain, na?
19:33It's like, how do I pick five people out of all these? How do I? Okay, the last someone wearing specs who is not visible to me.
19:45Yeah.
19:46Have I picked or do I end up with one more?
19:49One more, na?
19:50Yeah.
19:51One more, one more, Sustis&TikTok.
19:52One more, one more, tiktok.
19:54One more.
19:55You want to make me tick tomorrow?
19:56Yeah, you drink a video, na?
19:58Same.
19:59Like, you kämpra and I am going to come to my casa for the haiyo.
20:04Our friends come to my house are going dark.
20:07Now, you'll come tohhh into ihrer garage.
20:08Hello, I got that.
20:10And we'll come to my house once again.
20:12So I got that inside really healthy.
20:15No?
20:16No.
20:17Yes.
20:18It's done with my house.
20:19No.
20:20I'm so excited to see you in the next video.
20:50I'm going to take a look at it.
20:53I'm going to take a look at it.
20:57Okay, let's go.
21:12Wait, excuse me.
21:14I'm going to take a look at it.
21:17Oh, dad.
21:21Oh, dad.
21:23What are you doing?
21:25I'm going to take a look at it.
21:27I'm going to take a look at it.
21:33Guys, please, please get to the Hyde Men store.
21:36That's where Krithi is going to be.
21:39You can take a look at it.
21:47.
21:54Oh, my God.
21:59You're welcome.
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