PEP Brands’ Vaishali Gupta Redefines Customer-Centricity by Personally Customizing, Delivering, and Gathering Real-Time Feedback from Consumers
9th October 2025, India: In an unprecedented move for the Indian personal care industry, Vaishali Gupta, Co-founder and Chief Growth Officer at PEP Brands (parent company of mCaffeine and Hyphen), went beyond conventional customer service by personally customizing a skincare product for a Hyphen consumer and delivering it herself to their doorstep.
Captured in a viral Instagram reel, this one-of-a-kind gesture sets a new benchmark for personalization, empathy, and trust in 2025. The personal delivery was also an opportunity to gather real-time feedback, understand the consumer’s experience, and explore how Hyphen’s formulations could evolve to meet actual consumer needs.
For mCaffeine, Vaishali took this approach to a larger scale, visiting multiple customers in person, delivering products, and engaging directly with them to understand their routines, skin concerns, and expectations from personal care brands.
“This wasn’t just about delivering a product, it was about listening deeply,” said Vaishali Gupta, Co-founder & CGO, PEP Brands. “The personal care industry often talks about personalization, but for us, it’s about showing up, responding, and taking action. When a customer shares feedback, we don’t just note it, we act on it.”
This hands-on approach reflects Vaishali’s long-standing philosophy of staying close to the customer. From featuring a founder’s direct number on mCaffeine packaging to personally reformulating, delivering, and collecting feedback under both Hyphen and mCaffeine, she turns ‘customer-centricity’ from a buzzword into a lived practice.
With this move, PEP Brands sets a new gold standard for building brand loyalty, proving that real connection, authenticity, and commitment cannot be automated.
Link to the videos: https://www.instagram.
https://www.instagram.com/
