Actor Vijay Deverakonda is stepping into the beauty and personal-care space with Unhype, a skincare brand he says he co-founded and helped build rather than simply endorsing.
Built around the slogan “No BS. Only What Works,” the brand is taking aim at complicated skincare routines, excessive product choices and exaggerated beauty claims.
More Than a Celebrity Endorsement
Celebrity-backed skincare is not new, but Unhype is presenting a slightly different model.
According to the brand, Deverakonda spent nine months testing different formulations on his own skin and participating in product development. The idea is to position him as a co-builder of the brand instead of simply appearing in its advertising.
That distinction could become an important part of Unhype’s identity as competition in India’s celebrity beauty market continues to grow.
A Three-Step Approach
Unhype is launching with two VD Signature Routines, each containing three basic products: a face wash, moisturiser and sunscreen.
One routine targets oily and acne-prone skin, while the other focuses on dullness and tanning. The brand lists each three-product routine at ₹1,299.
The philosophy is straightforward: cleanse, hydrate and protect without creating a long list of products that consumers have to use every day.
Designed Around Indian Conditions
The brand says its formulations have been developed with everyday Indian conditions in mind.
Heat, humidity, sweat, pollution, sun exposure and hard water are among the factors highlighted by Unhype. This approach attempts to make the products relevant to consumers dealing with India’s varied climate and urban environments.
Science Over Beauty Hype
Unhype is also placing emphasis on testing and ingredient transparency.
The company says its products have undergone third-party testing, while its sunscreen has been subjected to both in-vivo and in-vitro SPF testing. It also highlights claims around dermatological testing and non-comedogenic formulations.
For consumers increasingly interested in understanding what goes into their skincare, this science-focused positioning could prove significant.
Why Simplicity Could Appeal to Younger Consumers
Skincare has become a major part of online beauty culture, but the sheer number of products and routines promoted on social media can also be confusing.
Unhype is taking the opposite approach by reducing its offering to a few essential steps. That could appeal particularly to younger consumers who want a routine that is easy to understand and maintain.
An Online-First Launch
Unhype is following a direct-to-consumer, online-first model through its own website.
Pre-bookings opened on September 11, while the broader product launch and shipments are scheduled to begin on September 21, 2026.
This approach allows the company to build its identity directly with consumers rather than depending immediately on a large retail network.
The Bigger Celebrity Beauty Trend
Deverakonda’s move reflects a broader shift in celebrity entrepreneurship. Actors and musicians are increasingly moving beyond traditional endorsements to become founders, investors and product developers.
For Unhype, the challenge will be proving that the products can build a loyal customer base beyond the actor’s fan following.
If the brand succeeds, its biggest achievement may not be celebrity visibility but convincing consumers that a simpler skincare routine can genuinely earn a place in their daily lives.
Conclusion
Vijay Deverakonda’s entry into skincare comes at a time when Indian consumers are becoming more informed about ingredients, product claims and everyday routines.
With Unhype, the actor is betting on a simple proposition: fewer products, clearer claims and formulations designed for Indian conditions. Whether that approach can stand out in an increasingly crowded beauty market will become clearer once consumers begin using the products at scale.