Kriti Sanon, the co-founder of Hyphen, has officially stepped down from her role as Chief Customer Officer (CCO), a move announced by the brand on April 24. This transition has sparked confusion, especially since a recent promotional post still refers to her as CCO, leading to speculation about her ongoing involvement with the brand. The statement from Hyphen indicated that this decision was made after careful consideration, hinting at broader changes within the company. Reactions on social media have been mixed, with some expressing disappointment over her departure while others speculate it could be part of a larger marketing strategy. Sanon remains in the public eye as she prepares for her upcoming film, 'Cocktail 2', which is set to release in cinemas on June 19, 2026.