A shift in leadership titles doesn’t always tell the full story but it definitely gets people talking. Kriti Sanon, who has been closely associated with her brand Hyphen since its launch in 2023, is no longer
serving as its Chief Customer Officer (CCO). The development was confirmed by the brand itself.
In an official statement shared on April 24 via its social media handle, Hyphen addressed the change, saying, “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 announcement hints at a larger transition within the company, though details remain limited. Interestingly, while her exit from the CCO role is now official, there has been no confirmation on whether Kriti has completely stepped away from the brand or continues to be involved in another capacity.
Adding to the intrigue, the brand soon followed up with a promotional post featuring Kriti in a police officer avatar, teasing a new campaign. The caption read, “Welcome our SPF Police – @kritisanon, Co-founder, CCO & zero tolerance for skipping sunscreen.” The messaging has only deepened the confusion, especially since it still refers to her as CCO.
Also Read:Kriti Sanon Believes Success Is A Blend Of Hard Work, Talent And Destiny: ‘Courage Is Also Important’
Unsurprisingly, social media had plenty to say. Reactions poured in within minutes, with many questioning what the move really means. Entrepreneur Parul Gulati commented, “She was never a customer officer…. She is the brand herself…. 😍 we love @kritisanon way too much.”
Others speculated that the development could be part of a larger strategy. Comments like “Something big is going to happen 👀” and “Of course a marketing gimmick. She might be getting a higher post” gained traction quickly.
At the same time, some loyal customers expressed disappointment. One user wrote, “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.”
For now, the brand has indicated that more updates are expected soon.
Meanwhile, the actress is awaiting the release of her upcoming film ‘Cocktail 2’ in which she shares the screen with Rashmika Mandanna and Shahid Kapoor. The film is a sequel to ‘Cocktail’, and features an entirely new starcast. ‘Cocktail 2’ is set to release in cinemas on June 19, 2026.
