Kriti Sanon Quits Hyphen? Skincare Brand CONFIRMS 'She's No Longer Serving As CCO', Here's The Twist

The beauty business is buzzing with unexpected news, and it has Kriti Sanon at the centre of it. The actor-entrepreneur, who has been closely associated with her skincare brand Hyphen since its launch in 2023, is no longer serving as its Chief Customer Officer (CCO) – that's what the internet thought. The update, confirmed by the brand itself, left fans both confused and curious about what’s really going on behind the scenes. Now, the curtains are finally off.

Brand confirms Kriti Sanon's exit from CCO role

The announcement came via Hyphen's official social media handle on April 24, stating that the decision was not taken lightly and comes as part of a larger transition.

The statement read, "This is not a statement we make lightly. After careful study, we believe that this should be addressed honestly. The road ahead represents a tremendous transition. Certain painful but important decisions were taken. With that, we publicly announce that Kriti Sanon is no longer functioning as our Chief Customer Officer."

Check out the announcement below:

The brand further added in its caption that more updates are expected soon, hinting that this might just be one part of a larger shift within the company.

What’s interesting is that while Kriti’s exit from the CCO role has been confirmed, there has been no clarity on whether she has completely parted ways with the brand or continues to remain involved in another capacity.

Here's the truth!

Well, the speculation has been rested as Hyphen confirmed that Sanon remains actively involved as Co-Founder and Chief Customer Officer. In fact, she has embraced a new, playful alter ego within the brand, ‘SPF Police’, which drives their latest campaign encouraging consistent sunscreen use.

It was later clarified by the brand that the announcement wasn’t real but part of a planned campaign rollout.