Brands
Vijay Deverakonda co-launches Unhype, a skincare brand built for young India
Brand targets 18–30 age group with simple, science-backed routines tailored to Indian conditions
HYDERABAD: Actor Vijay Deverakonda has co-founded and co-built Unhype, a new skincare brand aimed at young Indians with a focus on simple routines, science-backed formulations and transparent pricing.
Targeting consumers aged 18–30, Unhype has developed products around Indian skin and everyday conditions such as heat, humidity, sweat, sun exposure, pollution and hard water. The brand’s proposition centres on cutting through complicated routines, excessive products and exaggerated claims.
Deverakonda has been directly involved in the brand’s development over the past nine months, including testing product iterations himself, positioning the venture as more than a conventional celebrity endorsement.
Unhype launches with two VD Signature Routines, each comprising three products: face wash, moisturiser and sunscreen. The Acne Safe Routine is designed for oily and acne-prone skin, while the Brightening Routine targets tan and dullness.
Each three-product routine is priced at Rs 1,299. The brand says its own research, development and manufacturing capabilities help keep pricing focused on the products rather than celebrity-led marketing.
Unhype says its formulations have undergone independent third-party testing and certification, with the products dermatologically tested for daily use.
The sunscreen uses new-generation UV filters and has undergone both in-vivo and in-vitro SPF testing. The formulations have also been developed with India’s climatic and environmental conditions in mind.
The brand says its approach is to ensure ingredients have a clear purpose and that product claims are supported by testing.
Unhype is taking an online-first approach through its own website. Pre-booking opened on 11 September, while shipments and the wider launch are scheduled to begin on 21 September.
Deverakonda will introduce the brand through his personal social media platforms, while Unhype’s own channels will handle ongoing brand communication under the hashtag #Unhyped.
Rather than following the traditional celebrity skincare model, Unhype is positioning Deverakonda as a co-founder and co-builder involved in product development and testing.
The brand’s central pitch is straightforward: skincare should focus less on hype and more on products that deliver results.
