Brands like Ranavat, Fable & Mane, and Squigs Beauty are making their mark in the United States beauty industry, thanks to the rising interest in Ayurvedic-inspired beauty products. Ayurveda, an ancient Indian medical system commonly referred to as the “science of life,” offers a holistic perspective on physical, mental, and emotional well-being. It places a strong emphasis on employing natural ingredients, such as amla (Indian gooseberry) and turmeric, in the treatment of various ailments.
Indian-born influencer Diipa Büller-Khosla shares her experience as the first Indian native brand to enter Sephora. Her mission is to increase the visibility and recognition of Ayurvedic beauty within the global industry.
Before she launched Indē Wild, Büller-Khosla’s career journey was one that always pointed towards establishing a beauty brand. Raised in India, Ayurvedic rituals for mind, body, and soul were a regular part of her life. Her mother practiced both dermatology and Ayurveda, creating a home where scientific knowledge and traditional practices seamlessly coexisted. Büller-Khosla’s studies in international human rights in the Netherlands marked her first encounter with living between cultures. This experience made her realize the lack of representation of her cultural beauty practices in the global beauty industry.
As she built her digital platform, Büller-Khosla saw an opportunity to influence and shape global beauty conversations. Her interactions with the beauty industry and her desire to share her culture and perspective on beauty eventually led her to establish Indē Wild.
The inception of Indē Wild was a product of Büller-Khosla’s life experiences and her belief in the efficacy of the Ayurvedic rituals she grew up with, especially in haircare. When she observed a lack of modern and accessible representation of her world in global beauty, she decided to bring to the forefront something that she knew worked well and could resonate with others.
One of the significant challenges in the initial stages of launching Indē Wild was the process of building a global brand from India. Büller-Khosla and her team had to navigate the different aspects of running a business, including formulation, supply chain management, and scaling the brand internationally, all in real time. Transitioning from being a digitally native brand to retail, particularly on a platform as large as Sephora US, also presented its own learning curve.
Despite these challenges, the brand’s strategic approach to staying closely connected to their community and adapting swiftly to change proved beneficial. The brand’s development was seen as an evolving conversation rather than a fixed project.
The brand’s launch at Sephora US has been a major highlight for Büller-Khosla. Witnessing the support of the community, with thousands braving the cold New York weather for the launch, was a testament to the brand’s success and its significant impact on the beauty industry.
Büller-Khosla’s background as a social media influencer and content creator considerably influenced her brand-building approach. The direct engagement with the audience and the constant listening helped shape the brand’s product development. In today’s competitive beauty market, understanding the consumer deeply is a significant advantage. This understanding was facilitated by the continuous dialogue with the community throughout the brand’s development.
Büller-Khosla also recognizes the advantage of having had exposure to the best talents in the beauty industry, from formulation to design, over the past decade.
What advice would you give to aspiring entrepreneurs?
Always trust yourself. You do not need to have everything figured out before you start. Understand that learning comes from doing and that perfection should not hold you back from starting.
Which is your favourite SKU from your brand?
The Champi Hair Oil holds a special place in my heart. It has a personal connection for me, and it’s always heartwarming to hear stories from users who have rediscovered the champi ritual through this product.
How important was your background as a social media influencer in building the brand?
It had a significant impact. Being a content creator allowed me to have direct conversations with my audience, which greatly influenced how we developed our products. It has also made me acutely aware of authenticity and the importance of maintaining consumer trust.
