Diipa Büller-Khosla is moving fast—and so is Indē Wild

On the morning of Indē Wild’s hard launch at Sephora in New York City, Diipa Büller-Khosla is in transit. She’s on the train, headed to one of the retailer’s outposts to see that everything is in order. En route, she does a quick touch-up, running us through the travel essentials she always keeps on hand as the train rattles through the city.

Below, she reflects on the relentless pace of the trip, her favourite moments, and what the milestone means for the four-year-old beauty brand she built from her dining table.

You’ve just wrapped a major US launch trip, congratulations! What did those days look like for you?

Thank you so much! The trip itself was a bit crazy—between launch events in LA and NYC and meetings at Sephora HQ in San Francisco, it was a whirlwind. But it’s also been one of my favourite trips to the States. We’ve finally launched Indē Wild at Sephora US! This four-year-old baby brand that started at my dining room table is now the first ever homegrown Indian beauty brand to debut there. It’s basically all I’ve thought about for two years, and I still can hardly wrap my head around it.

The New York City launch particularly felt huge. What were your favourite moments?

We sold out two of the most iconic Sephora locations—Beverly Hills in LA and 5th Ave in NYC—on launch day. In fact, in New York, I think we sold out in under two hours, and our Champi oil was gone in just the first hour. We even had the NYPD show up because more than 5000 people came for our pop up. Surreal really, even saying it now, and it feels even crazier because I did this all with my mom by my side. Not everyone can say they shut down the Big Apple with their mom…that might just be my favourite part.

How did you and the team celebrate?

After the event, we went to a fortune teller (without giving much away, the future looks bright), went home, and ate our body weight in pizza. It was really go-go-go while we were launching, but as we all know by now, indē wild knows how to party and this amazing team really did deserve a celebration. We threw the most insane afterparty on our final night in NYC with the whole team, all our friends and family, and our gorgeous community—drinking and dancing all to Bolly music, of course! It was our own little “Bollychella” to bring a bit of home to the city. The perfect end to this dreamy trip.

You’re creating viral moment after moment, launch after launch. Does the Indē Wild marketing team ever sleep?

We’re very lucky to have a team that is as crazy about what we’re doing as we are. They really believe in the brand and what we’re building within the culture. I think the cusp of the next big thing is a very exciting place to be, especially when you’re in a role like marketing. Having a hand in shaping culture isn’t something you get to do anywhere, and I think this team recognises that. I’ve seen firsthand how incredibly creative they are, and the unmatched tenacity that they have…the virality and launches kind of follow that. Of course we sleep, but we make sure we aren’t sleeping on what’s important, and I think that’s the key.

What’s the next chapter for Indē Wild?

Getting into Sephora US is huge, but it’s also just the beginning. The real work starts now. The next goal is to keep that momentum going to become the top-performing brand at Sephora. We’re bringing Indian rituals to the world, which means we’re introducing new concepts, ingredients, and ideologies to an entirely new audience. While that’s a daunting task, it’s also the right way to do it. We’ve also got some very exciting launches lined up for the rest of the year, but you’ll have to wait to hear more about those.