Summary
Hyphen is a clean, science-backed skincare brand co-founded by actress and entrepreneur Kriti Sanon, built in partnership with PEP Technologies, the parent company of mCaffeine. Hyphen offers vegan, PETA-certified skincare formulated for Indian skin concerns, and has scaled quickly as a D2C brand since its 2023 launch.
India
Beauty & Personal Care (Skincare)
About Hyphen
Founded by Kriti Sanon in 2023, Hyphen set out to simplify skincare with clean, result-driven formulations built specifically for Indian skin. The brand pairs targeted actives like peptides, niacinamide, and vitamin C with a vegan, cruelty-free formulation standard, and has grown into one of the more recognizable names in India's D2C skincare space, backed by mCaffeine's R&D, marketing, and distribution infrastructure.
As shoppers increasingly turn to ChatGPT, Perplexity, and Google's AI Overviews before they ever click through to a website, Hyphen partnered with Kwik GEO to get ahead of a shift most beauty brands haven't started preparing for yet. The results arrived faster than either team expected.
As AI assistants became a bigger part of how shoppers research skincare, Hyphen faced a visibility gap that traditional SEO wasn't built to solve:
RESULTS IN 30 DAYS
4X Growth in positive sentiment across AI-generated brand mentions
160%+ Growth in AI referral traffic to the site
Non-branded AI visibility Unlocked hoppers discovering Hyphen without searching for it by name, moved from effectively zero to a real presence
3 Citations New blog content already being cited as a source in ChatGPT answers
The Kwik GEO Solution
Kwik GEO is GoKwik's AI visibility platform, built from the ground up for the shift from search engines to answer engines, at a time when most tools in the market are still retrofitting traditional SEO thinking onto AI search. For Hyphen, the programme covered four connected workstreams:
- Audit & Research: A full website and technical audit, keyword and market research, competitor content analysis, a dedicated AI visibility baseline, and a 90-day content roadmap built to prioritize the highest-impact fixes first.
- Technical Foundations: Structured data (schema) implementation, an AI reference file (llms.txt) to give AI crawlers a clear map of the site, meta title and description optimization, and product catalog and image alt text optimization, so AI systems can read and cite Hyphen's site accurately.
- Content & Authority: SEO and GEO-optimized blog posts built around the actual queries AI assistants are being asked, plus a brand tone and copy audit to sharpen how Hyphen's distinct voice comes through in AI-generated answers. Several of these blogs are already being cited directly within ChatGPT responses, a clear sign the content is being read and trusted, not just published.
- Off-Page Signals: Structured customer review response management and PR and citation outreach, building the third-party mentions that AI models weigh heavily when deciding what to cite and recommend.