The actor-turned-entrepreneur is entering beauty and personal care with unisex skincare routines designed for India’s climate, lifestyle and everyday needs.
Actor Vijay Deverakonda has entered India’s beauty and personal care market with the launch of Unhype, a functional skincare brand co-founded and developed for young Indian consumers. Targeting people between 18 and 30 years of age, the brand focuses on unisex products designed for simple, daily skincare routines.
Unhype’s formulations address common environmental and lifestyle factors associated with skin concerns in India, including heat, humidity, sweat, sun exposure, pollution and hard water. The brand aims to offer effective and affordable skincare without unnecessary complexity or excessive product claims.
Deverakonda has been actively involved in the brand’s development, contributing to product formulation, testing and refinement. According to the actor, he tested multiple versions of the products on his own skin over a nine-month period before the commercial launch.
“A year ago, I met a team that had its own R&D and manufacturing facilities, and what stood out to me was that they wanted me to be involved in building the brand, not just be the face of it,” Deverakonda said.
He added that the team spent months developing and refining the formulations, with the objective of making skincare high-quality, effective, simple to use and affordable. The brand’s positioning is built around encouraging consumers to start a skincare routine at a younger age.
At launch, Unhype is introducing two three-step regimens called the VD Signature Routines. Each routine includes a face wash, moisturiser and sunscreen, providing a complete basic routine through a limited product lineup.
The Acne Safe routine is designed for oily and acne-prone skin, while the Brightening routine focuses on concerns such as tanning and dullness. The two routines allow the brand to address different skincare needs without creating an overly broad initial portfolio.
Unhype stated that its products have undergone independent third-party testing and certification, along with real-user evaluations. Its sunscreen uses new-generation UV filters and has been developed specifically for Indian skin tones and climatic conditions.
The brand will debut through online channels, reinforcing its digital-first launch strategy. Pre-bookings opened on September 11, while product deliveries are scheduled to begin on September 21, 2026.
With Unhype, Deverakonda is moving beyond celebrity endorsement into active brand creation. By combining his involvement in product development with targeted routines and online distribution, the brand is entering a competitive skincare market with a clear focus on young consumers seeking practical, everyday solutions.
Source: Based on publicly available reporting, with additional editorial adaptation and analysis.
