indē wild: The Indian Ritual-Meets-Modern Beauty Brand That Went Global

Indian-Origin Brand, Global Cult Following

indē wild is one of the most compelling examples of an Indian-origin beauty brand going global, powered by strong cultural storytelling, modern science, and the influence-driven reach of its founder, Diipa Büller-Khosla. Raised by a mother trained in Ayurvedic dermatology, Diipa grew up with rituals like champi hair oiling, ghee for lips, and haldi-based skincare, long before these traditions became “trendy.” After struggling with acne while living abroad, she realised that the ancient methods she grew up with had scientific legitimacy, a spark that eventually shaped indē wild’s philosophy of Ayurvedistry™, a blend of Ayurveda + chemistry designed for today’s global consumer.

Launched in late 2021-2022, indē wild was built on a simple but powerful idea: take the rituals Indian mothers trusted, preserve their emotional value, and present them in clean, dermatologically efficient formulations that resonate with modern audiences across continents. One of the best examples of this is their viral Glazed Jalebi Dewy Lip Treatment, inspired by the Indian tradition of applying ghee to cracked lips — a practice most millennials dismissed, until indē wild revealed that ghee is naturally rich in Vitamin A and nourishing fatty acids.

Influence-Led Scale and Community Trust

Their hero product, the Champi Hair Oil, pays homage to the ritual Diipa grew up with, and its success is partly rooted in her own visible hair transformation, something followers have seen for years on social media. And this is where indē wild gained undeniable acceleration: Diipa’s own influence. As a global creator with over a decade of digital credibility, international fashion exposure, and a strong South Asian community following, she leveraged her audience not just for promotion, but for building trust, co-creating products with her followers, and ensuring every launch already had demand built in.

Her influencer network amplified launch campaigns instantly, pushing the brand into markets like the UK, Middle East, Europe, and India without traditional advertising spend. This influence-led growth helped indē wild generate significant early revenue, quickly scale monthly performance by 2024, and cross multi-million revenue in H1 2025, now targeting a ₹100 crore ARR. With cult favourites like Champi Hair Oil, Dewy Lip Treatment, AM/PM serums, and SPF Mist, indē wild represents a global shift: heritage-based Indian beauty becoming aspirational worldwide.

Supported by a US$5M investment from Unilever Ventures and major retail partnerships such as Sephora UK, indē wild stands as a powerful case study on how authentic cultural storytelling, rooted rituals, and influencer-led momentum can build a global beauty phenomenon.