With several viral products and a revolutionary haircare line indē wild captured #1 bestseller status on Nykaa, outperforming established global brands two years after launch. The founder couple, Diipa & Oleg Büller-Khosla lead India’s first global beauty brand in an international expansion with global beauty giant Sephora.
India, March 2025 — indē wild, a beauty brand pioneering the concept of Ayurvedistry™ (a blend of Ayurveda + modern chemistry) and co-founded by global entrepreneur and media personality Diipa Büller-Khosla, announced the completion of a $5 million funding round led by Unilever Ventures, with existing investors SoGal Ventures and True reinvesting. This comes after quick growth in India as well as significant traction in the US and UK markets.
In just two years since launch, indē wild’s signature Champi Hair Oil has secured the #1 bestseller position on Nykaa, India’s premier beauty e-commerce platform, outperforming established global giants including Olaplex, L’Oreal, and Kama Ayurveda. After that, indē wild was invited to join the “Sephora Accelerate” program as well as a partnership with the well-known global beauty retailer. The achievement represents a pivotal moment for Indian beauty on the global stage, demonstrating unprecedented consumer demand for authentic, heritage-inspired products backed by scientific innovation.
indē wild’s innovative approach to product development includes extensive consumer engagement, with over 60 focus groups conducted across the US, UK, and India where the products are conceptualized, created and tested with the community. This community-centered strategy extends to marketing, where the brand prioritizes organic growth and consumer advocacy over traditional paid performance channels.
Within just 18 months of its exclusive Indian launch with Nykaa and on indē wild’s DTC website in the US and UK, the brand has sold more than one unit a minute, building upon the brand’s existing momentum of millions of customers and driving significant growth. The company’s focus on a strategy that emphasizes high-quality and problem-solving hero products, has resulted in a ‘viral-status’ for products such as the Champi Hair Oil, Dewy Lip Treatment, and SPF Rose Sun Mist Spray.
The brand has achieved remarkable financial health with double-digit contribution margins and EBITDA profitability in parts of the previous year.
The new capital will accelerate indē wild’s international expansion, including its existing partnership with Sephora for UK and its upcoming Sephora US launch.
Diipa Büller-Khosla, Founder, indē wild states, “Today’s generation seeks brands that reflect their identity and the most impactful brands are built on deep listening, constant evolution, and empowering communities to co-create their journey. As our community continues to grow and shape our path, I am beyond excited to scale indē wild to new heights and redefine what it means to truly connect with our audience.”
Oleg Büller-Khosla, CEO of indē wild further noted, “Unilever Ventures’ investment in indē wild and this partnership is the result of the immense respect and trust we developed in Rachel Harris and the whole UV team. Their expertise and experience in the beauty space is second to none and with their deep understanding of consumer needs, innovative approach to clean beauty, and knowledge of what constitutes top level business practices will allow indē wild to scale even faster in this rapidly evolving market.”
Rachel Harris, Partner at Unilever Ventures and lead in the deal, shared, “By blending the age-old wisdom of Ayurveda with the efficacy of modern science, indē wild is meeting the holistic needs of today’s beauty consumer in an accessible and comprehensible way. With its highly engaged communities across the globe, indē wild is redefining what it means to be an Ayurveda inspired brand in today’s world. Unilever Ventures is delighted to be partnering with Diipa and Oleg on this next stage of the company’s growth.”
Pocket Sun, Managing Partner, SoGal Ventures states, “indē wild is more than a beauty brand—it’s a symbol of the global South Asian community’s rise. At SoGal Ventures, we back founders who turn connections into lasting movements—and indē wild does exactly that. Honouring heritage while embracing global ambition, redefining how millions see themselves and their culture and redefining Ayurvedic principles for a wider and modern audience.”
Archit Vijoy served as exclusive financial advisor to indē wild on the transaction and now became the brand’s Finance Director.
