The actor has co-founded and co-built the skincare brand, positioning it around a simpler routine of cleansing, hydration and protection. Actor Vijay Deverakonda has ventured into the skincare category with Unhype, a new brand built around the proposition “No BS. Only what works.” The brand follows a three-step routine covering cleanse, hydrate and protect, with an emphasis on keeping skincare simple amid the category’s growing number of products, routines and claims.

Deverakonda announced the launch on social media, describing skincare as one of the top five habits that has made a difference to his lifestyle. He said the brand was built around products and routines that have worked for him and now form the basis of his own skincare regimen. “Taking good care of my skin is in my top 5,” Deverakonda said while announcing the brand. “So, here is Unhype. A skincare brand I co-founded, built around what has worked for me and has now become the foundation of my skincare.”

Unhype is being positioned as a co-founder-led venture rather than a conventional celebrity-backed skincare brand. According to the brand’s website, Deverakonda was involved in product development and tested different formulations on his own skin for nine months before launch. Unhype also says its R&D and manufacturing are owned end to end. The brand’s proposition centres on cutting through the complexity surrounding skincare by focusing on a limited number of essential steps rather than extensive routines. “Three simple steps. For me. For you. For all my boys and girls,” Deverakonda said in his launch post.

With Unhype, Deverakonda is expanding his presence from entertainment into consumer entrepreneurship, taking an active role in building a skincare proposition rooted in his personal routine and positioning.