Diipa Büller-Khosla does not call herself an influencer. On Instagram, her title is “Entrepreneur” and in her biography, she describes herself as an “Indian of the world”. And she has 1.5 million followers, who have followed her skin journey as she strives to clear her acne. Her mother, Dr Sanghita Khosla, is an Ayurvedic physician and dermatologist. This combination of factors made her feel that creating her own brand was not about if, but when. Turns out the time is now, after a 2 year product development and brand building process.
Before the journey to create Indē Wild began, Khosla battled acne for 10 years, she told Glossy. She understood from her mother’s Ayurvedic teachings that healing was a process that began from within. “I got so many messages from people saying, ‘How do you have such perfect skin? And in fact, I had really bad skin. She decided to be transparent with her followers. “I was just like, I’m just going to do it. I will go out and post pictures of myself with my real skin on. The response was unprecedented – she crashed her blog. Khosla thinks it had an impact because she started posting more transparently in 2017, when “everyone was posting perfect versions of themselves on Instagram and everything was photoshopped,” he said. she declared.
“Then two years ago I got an email from an incubator that said, ‘Hey, Diipa Khosla, you’re doing really well. Why not create a brand with you? “I thought, ‘Aha, that’s it’,” she said, but declined to name the incubator. The incubator’s initial plan was to have a brand launched and ready to go in just six months. But in the end, Büller-Khosla didn’t feel comfortable moving that fast, so they slowed down. “As an influencer, having worked with so many beauty brands, there was space in the market for something new and something that was really built with heart and soul, knowledge and experts. And so I went back to the drawing board and started from scratch, ”she said. “It took two years and about 43 versions of the AM serum and 21 versions of the PM serum, back and forth.”
The brand will launch direct to consumers on October 12 with two serums, each $ 37. The brand uses its own word, “Ayurvedistry” – a blend of Ayurveda and chemistry – to describe its approach to its products.
“For a very long time, I saw a lot of global brands that celebrated Japanese culture or Korean culture or now even African culture. I wanted a brand that was that global brand that celebrates South Asian culture, especially because I’m from India. We have Ayurveda which is the oldest natural science in the world. It’s been there, we’ve got it, why not share it with the world too? she said.
The Sunrise Glow Serum, or AM Serum, contains Ayurvedic ingredients like ashwagandha and turmeric, both of which have become increasingly popular in topical skin care in recent years. “Turmeric is antiviral, antimicrobial – it’s like an antibiotic on your skin,” said Nidhi Pandya, a third-generation Ayurvedic practitioner, who sits on Indē Wild’s all-female advisory board. It also uses “traditional” skin care ingredients like ferulic acid, niacinamide, and hyaluronic acid.
During the formulation process, Khosla got pregnant and changed her plans to her second product, the Sunset Restore Serum, or PM Serum. It was originally intended to contain retinol, which is not safe for pregnancy. Her perspective has changed, Khosla said, noting that she wanted to create a “brand that anyone can use, especially the first two products.” She decided to use bakuchiol instead, now a very commonly used botanical ingredient, often positioned as an “alternative to retinol,” which has a history in Ayurveda. The ingredient is paired with amla – a rejuvenating herb, Pandya said – and saffron. According to Pandya, saffron “penetrates deeper into the skin to break up debris.”
On September 19, the brand posted its teaser video to Instagram, which gave Khosla fans a first glimpse of the brand’s mission.
Her intention for Indē Wild is to counter the colorism and frantic messages promoting skin whitening that many South Asian women grew up with. Her inspiration, which she shared with the team behind the video, was for Indē Wild to be like the “Nike of beauty,” in the way she resonates. “I want every video we release to give people goosebumps. It’s a celebration of femininity and beauty that I really wanted to instill in the brand, in addition to that very educational angle of “Know what you put in your body.” We will teach you. It will make you feel extremely empowered.