Vijay Deverakonda has co-founded ‘Unhype’, a skincare line aimed at young Indians, adopting a straightforward approach encapsulated in the phrase, “No BS. Only what works.” The brand’s mission is to simplify skincare by eliminating unnecessary products, complicated routines, and exaggerated marketing claims. It specifically targets the age group of 18 to 30, focusing on the unique skincare needs inherent to Indian skin types and conditions.

‘Unhype’ aspires to provide transparent, effective, and straightforward skincare options. By concentrating on fundamental routines and science-driven formulations, it aims to meet the basic skincare requirements of everyday individuals. Deverakonda’s personal involvement during the brand’s inception reflects a commitment to deliver products that have been rigorously tested and tailored for local climates.

Product Offerings and Routines

The brand initially rolls out with two distinct skincare routines designed to address common issues encountered by Indian consumers. The Acne Safe Routine caters to individuals with oily and acne-prone skin, while the Brightening Routine targets concerns related to tanning and dullness.

Each routine comprises three essential steps: a face wash, a moisturiser, and a sunscreen, priced at Rs 1,299 altogether. The brand’s pricing strategy benefits from proprietary research and development, allowing customers to invest in quality products without the markup typically associated with celebrity endorsements.

This structure aims to make skincare more accessible to young consumers who may feel overwhelmed by the plethora of options available in the market. The emphasis on simple, functional products is a cornerstone of the brand identity. By focusing on core skincare needs, the company believes it can help consumers establish consistent skincare routines that yield visible results.

Research, Testing, and Launch Strategy

‘Unhype’ prioritises efficacy, safety, and transparency in its product development. Each formulation undergoes rigorous testing, including independent third-party evaluations, to ensure reliability. The brand employs advanced UV filters in its sunscreen, which has undergone both in-vivo and in-vitro SPF testing.

Dermatologically tested, these products are formulated to withstand daily wear in diverse Indian conditions, such as humidity and pollution. The brand aims to demystify skincare by ensuring that every ingredient has a clear purpose, while all claims are substantiated. This commitment to transparency is intended to foster trust among consumers, who are encouraged to understand the value of what they are purchasing.

‘Unhype’ adopts an online-first strategy for its product launch. Available through its official website, unhype.in, the brand seeks to establish its identity through user experiences rather than relying solely on extensive marketing. Pre-booking began on September 11, with products set to ship starting September 21. Deverakonda will utilise his social media platforms to articulate the brand’s narrative.

Meanwhile, ongoing communications will be disseminated through the brand’s dedicated social media handle. By positioning itself around the idea that effective skincare does not require excessive hype, ‘Unhype’ aims to resonate with consumers who value authenticity and results. The launch campaign revolves around the hashtag #Unhyped, further reinforcing the brand’s commitment to straightforward skincare solutions.

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