Vijay Deverakonda has entered the skincare category with Unhype, a functional skincare brand he has co-founded and co-built for consumers in India.

The brand is aimed at consumers aged 18 to 30 and offers unisex products focused on everyday skincare. Its formulations are designed around conditions such as heat, humidity, sweat, sun, pollution and hard water.

Deverakonda has been involved in the product development process, including formulation, testing and refinement. According to the brand, he tested each version on his own skin for nine months before launch.

Vijay Deverakonda said: “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. That’s what made me want to come on board.

We spent months working on the formulations, testing and refining them, and I personally tried every version on my own skin for nine months. We wanted to create high-quality products that are effective, simple to use, and affordable, without all the unnecessary hype around skincare.

For me, the idea was to make skincare easy and something people can start incorporating into their routine from a young age.”

At launch, Unhype will offer two three-step ‘VD Signature Routines’, comprising face wash, moisturiser and sunscreen. The Acne Safe routine is aimed at oily, acne-prone skin, while the Brightening routine targets tan and dullness.

The products have undergone testing and certification through independent third-party laboratories, along with real-user testing. The sunscreen uses new-generation UV filters and has been developed for Indian skin tones and conditions.