Diipa Büller-Khosla on Inde Wild: Blending Ayurveda with Modern Science for Global Beauty
Written by: Deepa Somasunderam & Zahabiya Ali
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The Foundery: South Asian Innovators Shaping our World
The world of beauty & wellness is brimming with cultural richness, with ancient wisdom from Africa, Asia, Latin America, and the Caribbean shaping everything from ingredients to rituals. Yet, POC (People of Color) founders often go unseen in the mainstream beauty industry. The Foundery changes that narrative.
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Diipa Büller-Khosla, a force in the influencer industry and now a global entrepreneur, has made huge strides in beauty with her ayurvedic beauty brand Indē Wild. Her beautiful jasmine scented Champi oil is the #1 bestselling hair oil on Nykaa (which is a massive feat in a market packed with effective hair oils), she has just closed a global deal with Sephora and her brand is a family affair with her mum, husband and daughter often getting hair oil massages for us to watch.
So today we’re talking to her about her latest beauty releases: the viral Dewy Lip Treatments in Glazed Jalebi and Wedding Rose, deep diving further into the brand and of course Diipa’s secrets to a great champi.
Why did you launch Indē Wild?
The inspiration behind indē wild lies at the core of supporting the modern day independent desi woman – on one hand I knew I wanted to launch something that celebrates and incorporates my Indian Ayurvedic heritage but on the other I knew I wanted science to also be a foundation to the brand.
Therefore, I choose to launch indē wild as an opportunity to create a brand which acts as the intersection between the two filing in a gap I noticed in the skincare market.
How does Indē Wild skincare cater to the diverse needs of different skin tones?
Indē wild focuses on creating inclusive formulations that address hyperpigmentation, sensitivity, and hydration. The brand prioritizes universally beneficial ingredients that work on varying skin tones and conditions.
It celebrates diversity by tailoring solutions to common concerns across melanin-rich skin types.
Tell us about the ayurvedic ingredients you use?
Indē wild products incorporate ingredients like turmeric, ashwagandha, and bakuchiol.
Turmeric is renowned for its anti-inflammatory and brightening properties, while ashwagandha helps combat stress-induced skin issues.
Bakuchiol offers a natural alternative to retinol, promoting collagen production without irritation.
“The beauty of the dewy lip treatment now that we have our rose and jalebi glaze color is that it’s more than just a lip balm. We’ve seen people use the jalebi glaze as a highlighter due to its shiny but darker color. Because our treatment is made with organic and natural ingredients, it can be used in any shape or form on the face without causing irritation.”
Do you use ghee in your lip products?
What makes ghee unique for us is that we choose to not use it but rather employ its benefits.
What’s unique about ghee as an ingredient, is that it is not actually an active ingredient but rather it is bio-mimicked by other ingredients actively.
What this means is we utilize other organic traditional and scientific ingredients like squalene, shea butter, lotus flower extract to create this illusion of thick moisturizer that ghee creates.
Squalene for example mimics your skin's natural oils to deliver intense moisturizer, shea butter softens and restores the skin and lotus flower extract is rich in antioxidants which help soothe dryness to assist hydration.
Tell us how we can use the lip treatments?
The beauty of the dewy lip treatment now that we have our rose and jalebi glaze color is that it’s more than just a lip balm.
For example, we’ve had many customers use the rose to add an extra pink tint as blush to their cheeks. We’ve seen people use the jalebi glaze as a highlighter due to its shiny but darker color. Because our treatment is made with organic and natural ingredients, it can be used in any shape or form on the face without causing irritation.
Diipa’s secrets to a great Champi
My biggest life hack for champi hair oil is to warm the oil for 10 seconds before application, this small hack helps tremendously to deepen the nourishment it has on your scalp.
My second hack is to use a wide-tooth comb to help increase blood circulation from the scalp to the ends of the hair. In order to maintain overall hair health we suggest doing this hair oiling situation at least once to twice a week – consistently is key to see hair growth and nourishment.
Tell us about the challenges you have faced while navigating through the competitive beauty space.
I think one of the biggest challenges is ideating products that are the perfect balance between original and representative of our brand versus following trends and appealing to current market demands. But we try our best to not be a follower but a trend-setter because that’s how we stand out in such a competitive and conforming space and we get this information from our customers through the numerous focus groups we host.
As a beauty CEO, what does the future of beauty look like?
I think there will be a continued shift towards optimizing Augmented Reality (AR) to do virtual try-ons and test products alongside a shift towards smart devices such as beauty gadgets that produce the results that most of the more organic natural skincare products do. I think the next big challenge will be creating products that complement the advancement of beauty technology rather than compete with it.
