HELLO! India Exclusive: Diipa Büller-Khosla on her religious champi Sundays, modern Ayurveda and her growing beauty empire

Few entrepreneurs have managed to transform personal heritage into a global movement quite like Diipa Büller-Khosla. As the founder of indē wild, the beauty entrepreneur and content creator has built a brand that seamlessly marries centuries-old Ayurvedic wisdom with modern scientific innovation. From childhood rituals passed down by her mother to becoming the first homegrown Indian beauty brand on Sephora US shelves, Diipa's journey is rooted in authenticity, cultural pride and a vision to redefine how Indian beauty is perceived around the world. In conversation with HELLO! India, she reflects on ambition, wellness, beauty rituals and the responsibility of representing Indian culture on a global stage.

HELLO! India: What was the defining moment that made you realise indē wild needed to exist?

Diipa Büller-Khosla: I've said this before but indē wild was never a matter of 'if', but 'when'. My mother is both an Ayurvedic practitioner and a dermatologist, so I grew up with these little rituals; Sunday champis, haldi masks before weddings, rose water in mom's purse, saffron milk before bed, and ghee for chapped lips in dry Delhi winters. Then I moved abroad for university and started noticing this huge disconnect between what the world considered 'beauty' and the rituals I had grown up believing in. Ayurveda is a 5,000-year-old system of wisdom, but tradition does not need to feel performative or outdated. We already know the undeniable efficacy of these ingredients and rituals; the problem has been in how they've been presented. I wanted to create a brand that could bridge heritage and modernity in a way that felt aspirational, cool and deeply authentic.

HELLO! India: Has success changed your relationship with ambition, or refined it?

Diipa Büller-Khosla: Definitely refined it. When I was younger success was much more of an external thing. I was so focused on hitting the right milestones, visible growth and being recognised and validated for my work. Success now looks very different to me. Some days it's being able to do a board call, PTA meeting and date night all in the same day, and on others it's being able to spoil my parents with a holiday they would never buy for themselves and reading a 13-year-old Indian girl on the internet say we made champi cool again. Success teaches you that there's no real arrival point. The goalpost keeps moving, and it should.

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HELLO! India: Are there any non-negotiable skincare or wellness practices you swear by?

Diipa Büller-Khosla: SPF every single day, without fail. That's my forever non-negotiable. And hydrating! If you want my most underrated wellness hack, it has to be taking care of your scalp. Indians have been practising it for thousands of years; it's no coincidence we're known worldwide for our hair.

HELLO! India: Your beauty philosophy feels deeply rooted in tradition. What rituals have stayed constant through the years?

Diipa Büller-Khosla: My Sunday champi has to be the biggest one. Growing up, it was such a bonding experience with my mom, which has now become this grounding self-care practice for me but beyond the emotional connection, the biggest reason I've stayed loyal to it is that it truly works. Champi is an incredibly nourishing and restorative practice. A really good hair oil combined with a marma massage boosts your circulation, deeply conditions your scalp and leaves your hair so much healthier and feeling fortified. It's one of those rituals where wellness and efficacy naturally coexist.

HELLO! India: How do you balance inner wellness with outward beauty in your daily life?

Diipa Büller-Khosla: In Ayurveda, beauty is seen as a byproduct of balance. It's a reflection of overall well-being, not just what you put on your skin. I can immediately see the difference in my skin, hair and energy when I'm run down versus when I'm actually taking care of myself properly. I've realised there's only so much a product can do if you're exhausted. My philosophy on wellness is that it's about consistency that compounds—it doesn't need to be an overnight overhaul, but 10 minutes a day is still better than 0.

HELLO! India: In what ways do you think indē wild is changing how Indian beauty is perceived globally?

Diipa Büller-Khosla: For a long time, Indian beauty was either exoticised or underestimated globally. There were no spaces where Indian beauty could feel modern, luxurious and intelligent all at once. What we're trying to do with indē wild is change that narrative. Instead of distancing ourselves from our heritage, we want to present it with the same level of innovation and storytelling that Western beauty brands have benefited from for decades. We're backing Ayurvedic ingredients up with cutting-edge science, strong clinicals and product innovation. Seeing Indian ingredients and South Asian founders fit so naturally within premium global beauty spaces like Sephora helps shift perception in a much deeper way.

HELLO! India: Do you feel a responsibility to represent Indian culture on a global stage?

Diipa Büller-Khosla: Absolutely I do, and that's a badge I wear with pride. It's still surreal to me that we were able to take my mom's homemade champi oil from a little garden in Chennai and turn it into something that resonated globally, to the point where indē wild became the first homegrown Indian beauty brand to land on Sephora US shelves. I grew up seeing so many parts of Indian beauty reduced to stereotypes or treated like they needed to be watered down to appeal globally. But our rituals are already so rich, effective and cool as they are. They never needed to be 'fixed.' Yes, we're rooted in Indian culture, but we're also modern Indians living modern lives. We want products that are clinically effective and beautiful and culturally meaningful all at once.

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