Vijay Deverakonda is stepping into skincare, but not as another celebrity face attached to a beauty launch. The actor has co-founded and co-built UNHYPE, a new functional skincare brand created for young Indian consumers who want simpler routines, clearer claims and products designed for the conditions they actually live in.
Targeted primarily at the 18 to 30 age group, UNHYPE is built around a straightforward idea: cut through complicated routines, exaggerated promises and product overload. Its formulations have been developed with Indian realities in mind, including heat, humidity, sweat, sun exposure, pollution and hard water.
Vijay Is More Than the Face
What makes the launch more interesting is Deverakonda’s level of involvement.
According to the brand, he spent around nine months testing different versions of the products on his own skin, working with a team that manages its own research, development and manufacturing. That gives the venture a different positioning from the usual celebrity skincare model, where the star often enters only at the campaign stage.
UNHYPE is making that distinction central to its identity. The message is less about celebrity endorsement and more about co-building a product line that feels useful, transparent and accessible.
Two Simple Routines to Start With
The brand launches with two VD Signature Routines, each built around three basic steps: face wash, moisturiser and sunscreen.
The Acne Safe Routine is aimed at oily and acne-prone skin, while the Brightening Routine focuses on tan and dullness. Each routine is priced at ₹1,299, keeping the entry point relatively accessible for students and young professionals.
UNHYPE also says its formulas have undergone third-party testing and dermatological evaluation, while its sunscreens use newer UV filters and have been tested for SPF performance.
Skincare Without the Noise
The timing is smart. India’s beauty market is becoming more ingredient-aware and results-driven, particularly among younger consumers. Recent data suggests Gen Z shoppers are increasingly choosing products based on efficacy and ingredient lists rather than brand names alone.
That is exactly the space UNHYPE is trying to enter.
The brand is launching online first through its own website, with pre-booking already open and wider shipping scheduled from September 21. Deverakonda will introduce the brand through his personal channels, while UNHYPE will build its own voice around the hashtag #Unhyped.
For Vijay, the move adds a new layer to his growing business identity. For the skincare market, it introduces another celebrity-backed brand, but one that is trying very hard not to behave like one.
