The actor has joined Unhype, a functional skincare brand focused on simple and effective skincare products.
Actor Vijay Deverakonda has entered India’s skincare market as co-founder of Unhype, a unisex functional skincare brand designed specifically around the conditions Indian consumers face.
The brand is targeting consumers aged 18 to 30 and is built around everyday concerns, including heat, humidity, sweat, sun exposure, pollution and hard water.
Unlike a conventional celebrity-backed launch, Deverakonda says he has been involved in the product development process itself, working with Unhype’s research and development and manufacturing teams before coming on board as a co-founder.
Unhype Launches With Two Skincare Routines
Unhype will initially launch with two three-step skincare routines, with each routine comprising a face wash, moisturiser and sunscreen.
The first is the Acne Safe routine, designed for oily and acne-prone skin.
The second is the Brightening routine, which focuses on concerns such as tanning and dullness.
The brand is positioning both routines as simple daily regimens rather than a large collection of individual products that require consumers to build their own skincare routine.
Vijay Deverakonda Tested the Products for Nine Months
Deverakonda said his decision to join Unhype was influenced by the company’s existing R&D and manufacturing capabilities.
According to the actor, he spent around nine months testing product formulations before the launch and was involved with the team during the development process.
“A year ago, I met a team that had its own R&D and manufacturing facilities, and what stood out to me was that they wanted me to be involved in building the brand, not just be the face of it,” Deverakonda said.
“That’s what made me want to come on board.”
His role therefore goes beyond the traditional celebrity endorsement model, with the actor positioning himself as part of the company’s product-building process.
Skincare Designed for Indian Conditions
Unhype is developing its formulations around environmental conditions that can affect Indian consumers’ skin throughout the year.
The brand specifically focuses on heat, humidity, sweat, sun exposure, pollution, and hard water, factors that can influence skin oiliness, dryness, pigmentatio,n and sensitivity.
Its sunscreen has been developed using new-generation UV filters and is designed for Indian skin tones and conditions.
The company says its formulations have undergone testing and certification through independent third-party laboratories, alongside real-user testing.
Unhype Will Start Online
The brand will initially launch through an online-first model.
Pre-booking opens on September 11, 2026, with the first products scheduled to begin shipping from September 21.
The online launch allows Unhype to initially build its customer base directly while collecting feedback on the first two routines and establishing the brand in the crowded Indian skincare market.
Why Vijay Deverakonda Is Moving Into Skincare
Deverakonda’s entry into skincare comes as Indian consumers, particularly younger audiences, increasingly treat skincare as part of their everyday personal-care routine.
The actor already has a significant youth following, giving Unhype an obvious route to its target demographic.
But the brand is attempting to differentiate itself by placing the product and formulation story alongside Deverakonda’s involvement.
The co-founder positioning is particularly important because it signals that the actor intends to be associated with the business itself rather than simply lending his name to the products.
The Brand Is Going After India’s Functional Skincare Market
The Indian skincare market has become increasingly crowded, with consumers having access to products built around specific concerns such as acne, pigmentation, hydration, sun protection and ageing.
Unhype is taking a functional approach by packaging products into routines based on particular skin concerns.
The strategy could make the category easier to navigate for younger consumers who may prefer a straightforward three-step routine instead of choosing from dozens of individual products.
At the same time, the brand will have to compete on formulation quality, pricing, consumer trust, st and repeat purchases in a market where established beauty companies and digital-first brands are already well entrenched.
What Comes Next for Unhype
Unhype’s initial launch is deliberately focused, with just two routines covering acne-prone skin and brightening.
The early months will therefore be important for establishing whether consumers respond to the formulations and whether the brand can turn Deverakonda’s visibility into long-term customer demand.
For Deverakonda, the venture represents a move beyond celebrity endorsements into consumer entrepreneurship.
With the actor directly involved in product development and the brand entering the market with an online-first strategy, Unhype is betting that younger Indian consumers will respond not only to the celebrity behind it, but also to skincare designed specifically around their everyday environment.
