Vijay Deverakonda launches Unhype skincare brand

Actor Vijay Deverakonda has co-launched Unhype, a skincare brand built for young Indians and focused on simple routines, science-backed formulas and transparent pricing. The online-first launch begins Sept. 21, with pre-booking already open and products sold through the brand’s website.

Why it matters: - Unhype is entering India’s crowded skincare market with a simpler pitch: fewer products, clearer claims and routines built for young consumers. - The brand is targeting the 18-30 age group and says it is designed around Indian skin, weather and daily conditions. - The launch leans on a celebrity founder model, but positions Vijay Deverakonda as an active co-builder rather than a passive face of the brand.

What happened: - Vijay Deverakonda co-founded and co-built Unhype, a new skincare brand launching with the philosophy, “No BS. Only what works.” - The brand opened pre-booking on Sept. 11, with shipments and the wider launch set for Sept. 21. - Unhype is available through its website, unhype.in. - Deverakonda will introduce the brand on his personal social media accounts, while @unhype will handle ongoing brand communication.

The details: - Unhype launches with two VD Signature Routines. - The Acne Safe Routine is aimed at oily and acne-prone skin. - The Brightening Routine is aimed at tan and dullness. - Each routine includes three products: face wash, moisturiser and sunscreen. - Each routine is priced at ₹1,299. - Unhype says the pricing is supported by in-house research, development and manufacturing, which lets consumers pay for products instead of celebrity-led marketing. - The brand says the formulations are science-backed, transparent and built for daily use. - The products have been tested and certified, with independent third-party testing included in development. - The sunscreen uses new-generation UV filters and has undergone both in-vivo and in-vitro SPF testing. - The products are dermatologically tested. - The formulations are designed for Indian conditions, including heat, humidity, sweat, sun exposure, pollution and hard water.

Between the lines: - The launch is trying to separate itself from typical celebrity beauty marketing by emphasizing product testing, ingredient selection and claims that are easier to verify. - Deverakonda’s comments suggest the brand wants credibility from personal use and hands-on involvement, not just fame. - The “No BS” framing is also a direct response to consumer fatigue around complex routines and inflated skincare promises. - The brand’s online-first rollout suggests Unhype wants early traction from real users before scaling broader awareness.

What’s next: - Product shipments begin Sept. 21. - Unhype will continue building its launch story on social media under the hashtag #Unhyped. - The brand is expected to rely on direct-to-consumer sales and consumer response to establish its market position.

The bottom line: - Unhype is betting that young Indian skincare buyers want fewer promises, simpler routines and proof that the products work.