Hyphen launches new ‘Tested, Trusted & Totally Fun’ tagline

Hyphen, the celebrity-anchored, operator-led skincare brand, has introduced its latest brand communication through a new ad film featuring co-founder and chief customer officer Kriti Sanon. The campaign introduces the tagline ‘Tested, Trusted & Totally Fun’, reflecting Hyphen’s evolved positioning of delivering high-performance skincare in a relatable and enjoyable manner.

The film showcases the brand’s dual identity: science-backed efficacy on the inside and vibrancy on the outside. Kriti Sanon brings an engaging presence to the storytelling, demonstrating how Hyphen blends effectiveness with a playful, accessible spirit. The campaign emphasises that skincare can be serious in performance while remaining fun and approachable for users.

Hyphen also highlights its latest launch within the film: a dual-phase serum combining 18% Brightening Complex with 20% Collagen Oil Complex, illustrating the brand’s focus on innovation and high-performance formulations. The messaging underlines tested ingredients, transparency in formulation, and a simplified narrative that makes skincare relatable and human. It communicates that consumers no longer need to choose between effectiveness and enjoyment.

Speaking about the campaign, Sanon said, “Skincare doesn’t need to feel dull or boring to work. At Hyphen, every formulation is rigorously tested and trusted by our community. We make skincare vibrant, sensorial, and fun—something you look forward to using every day. Great skincare shouldn’t require choosing between performance and joy.”

The campaign positions Hyphen as a modern, consumer-first brand that combines scientific credibility with playful storytelling, further strengthening its connection with a younger, experience-driven audience.