Vijay Deverakonda has entered the skincare category with the launch of Unhype, a functional skincare brand he has co-founded and co-built for Indian consumers.
Targeted at consumers aged 18 to 30, Unhype offers unisex skincare products designed for everyday use and formulated keeping Indian conditions such as heat, humidity, sweat, sun exposure, pollution and hard water in mind.
Deverakonda has been involved in the brand’s product development, including formulation, testing and refinement. According to Unhype, the actor tested each formulation on his own skin over a period of nine months before the brand’s launch.
Commenting on the launch, Deverakonda said the opportunity to be involved in building the brand, rather than simply being its face, was a key reason for his association with Unhype. He added that the team spent months developing, testing and refining the formulations, with a focus on creating effective, easy-to-use and affordable skincare products without unnecessary complexity.
At launch, Unhype will offer two three-step ‘VD Signature Routines’, each comprising a face wash, moisturiser and sunscreen. The Acne Safe routine is designed for oily and acne-prone skin, while the Brightening routine is positioned for consumers looking to address tan and dullness.
The products have undergone testing and certification through independent third-party laboratories, alongside real-user testing. The brand’s sunscreen uses new-generation UV filters and has been developed with Indian skin tones and climatic conditions in consideration.
Unhype will launch online, with pre-booking opening on September 11, 2026, and shipments scheduled to begin from September 21.
