Vijay Deverakonda Launches Unhype, a Skincare Brand Built for Young Indian Consumers

Actor and entrepreneur Vijay Deverakonda has entered India’s growing skincare market with Unhype, a new functional skincare brand aimed primarily at young Indian consumers.

The brand has been co-founded and co-built by Deverakonda, who says he was directly involved in product development and testing rather than serving only as the face of the business. Unhype is positioning itself around a simpler approach to skincare, with a focus on targeted routines, ingredient transparency and products developed for Indian environmental conditions.

The brand is primarily targeting consumers between 18 and 30 years old, with products designed around conditions such as heat, humidity, sweat, sun exposure, pollution and hard water.

From Celebrity Endorsement to Co-Building

Unhype is taking a different approach from a conventional celebrity-led beauty launch.

According to Deverakonda, the project involved approximately nine months of development and testing, during which he personally tried different versions of the formulations. The actor has described his role as that of a co-founder and co-builder rather than simply a celebrity endorser.

The brand’s philosophy is summed up by its tagline, “No BS. Only What Works.”

On its official website, Unhype says it was created in response to what it describes as increasingly complicated skincare routines, numerous product claims and confusion around which products consumers actually need.

A Three-Step Approach to Skincare

At launch, Unhype is introducing two VD Signature Routines, each consisting of three basic skincare products: a face wash, moisturiser and sunscreen.

The first is the Acne Safe Routine, aimed at oily and acne-prone skin. The second is the Brightening Routine, which focuses on concerns such as tanning and dullness. Each routine is priced at ₹1,299 for three products, according to the company.

The three-step format reflects the company’s effort to simplify everyday skincare rather than encourage consumers to build lengthy routines involving multiple products.

Designed Around Indian Conditions

A major part of Unhype’s positioning is its focus on Indian consumers and the environmental conditions they commonly experience.

The company says its formulations have been developed with factors such as India’s heat, humidity, pollution, sweat, sun exposure and hard water in mind.

This focus is significant as India’s beauty market continues to see greater interest in skincare products designed specifically for local consumer needs.

Rather than relying entirely on global beauty trends, brands targeting Indian consumers are increasingly highlighting factors such as climate, skin concerns, affordability and everyday usability.

Science and Product Testing

Unhype says its formulations have undergone independent third-party testing and certification as part of the development process.

The company also states that its sunscreen has undergone in-vivo and in-vitro SPF testing, while its products have been dermatologically tested.

The brand’s official website also highlights named active ingredients, stated ingredient percentages and independent testing as part of its product-development approach.

These statements represent the company’s product claims; consumers should evaluate individual formulations and ingredient information according to their own skincare needs.

Online-First Launch

Unhype is taking an online-first approach to its launch.

Pre-bookings opened on September 11, 2026, with product shipments and the wider launch scheduled to begin on September 21. The brand is selling through its own website while using social media to communicate directly with consumers.

The strategy allows Unhype to introduce its products directly to consumers and build awareness around the brand without immediately relying on a large offline retail network.

India’s Expanding Beauty and Skincare Market

The launch comes as India’s beauty and personal-care industry continues to attract new brands, investors and celebrity entrepreneurs.

Skincare has become one of the most competitive segments, with consumers increasingly interested in ingredients, product efficacy, dermatological testing and routines tailored to specific concerns.

At the same time, younger consumers are increasingly discovering beauty products through social media, influencers and digital-first brands.

For new companies, this creates both an opportunity and a challenge: consumers have access to more products than ever, but brands must clearly communicate what makes their formulations and positioning different.

Simplicity as a Brand Strategy

One of Unhype‘s central propositions is that skincare does not necessarily have to involve a large number of products.

The brand is attempting to build its identity around a smaller number of targeted products and straightforward routines.

This approach also reflects a wider movement within beauty towards simplified skincare, where consumers focus on essential steps such as cleansing, moisturising and sun protection rather than continuously adding products.

For young consumers beginning a skincare routine, simplicity can also make it easier to establish consistent daily habits.

Celebrity Influence Meets Product Development

Deverakonda’s involvement gives Unhype access to an established public profile, but the company is emphasising his participation in product development rather than celebrity endorsement alone.

The actor has said that he personally tested different versions of the products during the development process.

That positioning could become an important part of Unhype‘s identity as it attempts to establish itself in an increasingly crowded Indian skincare market.

The company will ultimately need to build consumer trust through product performance, transparent information and repeat purchases rather than celebrity visibility alone.

A New Chapter in Beauty Entrepreneurship

Unhype represents another example of the growing intersection between entertainment, entrepreneurship and India’s consumer economy.

For celebrities, beauty and personal care offer opportunities to participate in businesses that connect directly with large consumer audiences.

For consumers, the arrival of more brands means greater choice across price points, ingredients and product formats.

For Unhype, the immediate challenge will be converting its launch momentum into a sustainable skincare business while maintaining the product-focused positioning at the centre of its brand identity.

As the company expands beyond its initial routines, its ability to respond to Indian consumer needs, maintain transparency around formulations and develop products that encourage repeat use will be important to its longer-term growth.

With its online-first strategy and focus on simple routines, Unhype is entering India’s beauty market at a time when younger consumers are increasingly looking for skincare that is understandable, targeted and suited to their everyday environment.

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