Kriti Sanon has stepped down as Chief Customer Officer of her skincare brand Hyphen, leaving fans and followers wondering about the reasons behind her departure and what's next for the company.
Kriti Sanon, the actor-entrepreneur, has unexpectedly ended her role as Chief Customer Officer (CCO) of her skincare business Hyphen, which she co-founded in 2023. The news has sent shockwaves through the cosmetics industry and left fans perplexed.
What's Behind Kriti Sanon's Departure from Hyphen?
Hyphen's official social media account announced the change on April 24, stating that the decision was not taken lightly and is part of a larger transformation within the company. 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."
More Changes on the Horizon?
The brand hinted that this might be only one aspect of a more significant change inside the company, with more announcements expected shortly. However, it's unclear if Kriti has fully left the company or is still active in another capacity.
Is a New Announcement on the Cards?
Following the announcement, the firm posted a video of Kriti dressed as a police officer, sparking speculation of a fresh launch. The caption read, "Welcome our SPF Police ?? - @kritisanon, Co-founder, CCO & zero tolerance for skipping sunscreen."
Netizens React to the News
The internet has been abuzz with reactions, ranging from surprise to shock. Entrepreneur Parul Gulati weighed in, commenting, "She was never a customer officer.... She is the brand herself….we love @kritisanon way too much."
Comments like "Something big is going to happen ?” and “Of course a marketing gimmick. She might be getting a higher post” quickly gained traction. Meanwhile, a section of loyal customers were not happy, with one user writing, “Hope this is a prank!! If not, this is honestly really disappointing. I trusted and chose your brand because of Kriti and now it feels like that connection is gone.”