Vijay Deverakonda Unhype: Inside His New Skincare Brand for Young Indians
Actor Vijay Deverakonda is expanding his entrepreneurial portfolio with the launch of Unhype, a new skincare brand aimed at young Indian consumers. The actor is not positioning himself merely as the face of the brand; he says he has been directly involved in building and testing the products.
Unhype has been developed around a straightforward idea: make skincare simpler, more transparent and focused on products that serve a clear purpose. The brand is primarily targeting consumers between 18 and 30, with formulations designed around everyday Indian conditions such as heat, humidity, sweat, sun exposure, pollution and hard water.
Vijay Deverakonda Took a Hands-On Role
For Deverakonda, Unhype is the result of a nine-month development journey. Rather than simply lending his name to a skincare line, the actor says he actively participated in the process and tested different versions of the products himself.
That hands-on involvement is central to how Unhype is being presented. The brand is built around the philosophy “No BS. Only What Works,” with an emphasis on straightforward skincare rather than complicated routines or excessive product choices.
The move also marks an interesting transition for Deverakonda, who has previously ventured beyond acting into business and brand partnerships. With Unhype, he is taking a more direct role in developing a consumer product.
Two Skincare Routines at Launch
Unhype has launched with two VD Signature Routines, each consisting of three basic skincare products: a face wash, moisturiser and sunscreen.
The Acne Safe Routine is aimed at oily and acne-prone skin, while the Brightening Routine focuses on concerns such as tanning and dullness. Each three-product routine is priced at ₹1,299.
The brand says its products have undergone dermatological testing and independent third-party testing. Its sunscreen has also undergone in-vivo and in-vitro SPF testing, while the formulations have been developed with Indian weather and everyday skincare conditions in mind.
Unhype Chooses an Online-First Strategy
Rather than immediately entering traditional retail, Unhype is following an online-first approach through its own website.
Pre-bookings opened on September 11, while shipments and the wider launch are scheduled to begin on September 21. Deverakonda is also expected to introduce the brand through his personal social media platforms, while Unhype will continue its own brand communication online.
The strategy reflects the brand’s attempt to build its identity around the products themselves rather than relying entirely on celebrity visibility.
Can Vijay Deverakonda Turn Unhype Into a Major Beauty Brand?
India’s skincare market has become increasingly crowded, with consumers now having access to everything from established beauty companies to influencer-led and celebrity-backed brands.
That makes Unhype’s positioning particularly interesting. Its biggest advantage may be Deverakonda’s personal involvement in the product-development process, but the brand will ultimately have to win consumers through product performance and repeat purchases.
For now, the actor is taking a clear approach with Unhype: keep skincare simple, focus on Indian consumers and let the products do the talking.
If the strategy works, Unhype could become more than another celebrity-backed beauty venture — it could establish Vijay Deverakonda as a serious player in India’s growing personal-care market.
