This profile is part of the Glossy Pop Guide to Influencer-Founded Brands, covering the fashion, beauty and wellness companies started by people who built their careers on social media. More from the series →
Diipa Büller-Khosla first went viral moment when she shared her face full of acne in 2018. Due to the video’s popularity, her website crashed — but her platform grew exponentially. As she continued to share more real aspects of her life, from her Ayurvedic rituals to her non-traditional wedding, her following grew. In October 2021, she launched her own makeup brand, Indē Wild. Indē Wild highlights Büller-Khosla’s South Asian heritage. It aims to redefine beauty norms while cherishing tradition.
Briefly, what are you known for/how did you grow your following?
There have been a number of pivotal moments in my career as a content creator, and they all center around sharing my journey openly and honestly. The first viral moment for me was when I shared my face full of acne a few years ago, much before indē wild. My website back then crashed, and I grew from there. Then, as I continued to share more about real aspects of my life, from Ayurvedic rituals I practice to breaking societal norms with my wedding, to my culture and family, my digital family continued to grow. Over time I became known for real over perfect content, and so I turned it into a hashtag for my community to also be part of. Speaking of community, using the hashtag #desiinfluencer, I became a voice for emerging South Asian influencers around the globe by sharing their journeys and content on my own IG page. It’s been so rewarding to uplift and empower such talent!
Why did you decide to bring a brand into this crowded marketplace?
As the daughter to an Ayurvedic doctor and dermatologist, I grew up learning about both traditional, holistic practices as well as modern chemistry and how they work together in healing from the inside out. I didn’t see that union between Ayurveda and chemistry in the marketplace, however, and so I set out to create it. Our brand, indē wild, is now the world’s first Ayurvedistry™ brand — a category we’ve coined and pioneered.
What makes the brand different?:
We believe in 100% transparency, which is embedded in to every fiber of this brand from openly sharing each and every ingredient with our customers to, with the help of our team of dermatologists, chemists and skin experts, educating our consumer on our approach to wellness, working to uncomplicate skin care as much as we can.
Taking that commitment to honesty a step further, we have a 0% Photoshop policy for all marketing, social media, etc. In fact, we clearly state it on our packaging. We celebrate real skin, real texture, real people and real differences.
I’m delighted and honored to say that both of our debut products have far exceeded our expectations and have each garnered their own cult following. We’ve sold out of both serums (in each of our 4 markets) multiple times now.
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