Actor-entrepreneur Kriti Sanon is no longer serving as the Chief Customer Officer of her skincare brand Hyphen, the company confirmed in a recent statement. The development comes nearly three years after the brand’s launch in 2023, during which Kriti had been closely associated with its positioning and outreach.

The announcement was made through Hyphen’s official social media handle on April 24. In its statement, the brand acknowledged the significance of the decision and described it as part of a broader transition. “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,” the statement read.

The update quickly gained traction online, with users expressing a mix of surprise and curiosity about the move. Given Kriti Sanon’s visible involvement in the brand since its inception, the change has raised questions about what it could mean for the company’s future direction.

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Among those reacting to the news was entrepreneur Parul Gulati, who shared her perspective in support of the actor. “She was never a customer officer…. She is the brand herself…. 😍 we love @kritisanon way too much,” she commented, echoing sentiments expressed by several fans across social media platforms.

While the company has confirmed the leadership change, it has not provided additional details about the reasons behind the decision or what Kriti Sanon’s role, if any, will be going forward. The term “transition” mentioned in the statement suggests internal restructuring, though specifics remain undisclosed at this stage.

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