Overview
- Hyphen, which announced Friday that Kriti Sanon is no longer Chief Customer Officer, framed the move as part of a major transition after what it called careful study.
- The company did not say whether Sanon has fully exited or will stay with the skincare label in another role.
- A promotional post released soon after showed Sanon as the brand’s “SPF Police” and labeled her “co‑founder, CCO,” a caption that clashed with the announcement and fueled confusion.
- Social media comments ranged from claims of a marketing stunt to disappointment from customers who said they chose Hyphen because of Sanon, with entrepreneur Parul Gulati saying she is the brand’s identity.
- Sanon has been a central face of Hyphen since its 2023 launch, and the company says more updates are coming, a sign that strategy or titles could be shifting in a way that affects how the brand markets itself.