India, 10th January 2025 – Luxury Ayurvedic beauty brand indē wild, spearheaded by startup entrepreneur and global beauty pioneer Diipa Büller-Khosla, today announced a groundbreaking partnership with film personality and youth icon Ishaan Khatter.
This collaboration signifies a pivotal moment in the beauty industry, directly challenging established gender norms and embracing a more inclusive and nuanced approach to self-care. Ishaan Khatter, as indē wild‘s first-ever male brand ambassador, perfectly embodies the brand‘s core values. His youthful vitality, international appeal, and artistic sensibility resonate deeply with the brand‘s forward-thinking and boundary-pushing identity.
An elated Diipa Büller-Khosla who launched indē wild three years ago states, “As we celebrate our launch in Sephora UK and prepare for our US debut, we’re not just expanding our retail presence—we’re amplifying our mission of inclusive beauty rooted in South Asian heritage. This campaign is a testament to our commitment to challenging outdated beauty norms. Ishaan perfectly embodies the modern, all-encompassing spirit of our brand. We are thrilled to partner with him to embark on this exciting journey, further solidifying our position at the forefront of the global beauty revolution. Through this partnership, we’re showing the world that Ayurvedic beauty rituals are universal, genderless, and ready for their global big moment.”
The campaign’s imagery moves beyond conventional advertising, presenting a sophisticated and evocative exploration of self-care. The visuals reimagine self-care rituals with a contemporary minimalist aesthetic, skilfully blending sensuality and strength. The overarching message emphasizes intentionality, showcasing grooming rituals that seamlessly integrate effortless ease with inclusive and holistic self-care practices.
The TVC centers on Ishaan Khatter, presenting him as the embodiment of the female gaze, and redefining male grooming within a contemporary context. The intimate and minimalist aesthetic emphasizes texture—bare skin and the Champi hair oil—with the product’s circular bottle becoming a natural extension of Khatter‘s persona. These images seamlessly capture moments of reflection, movement and playful spontaneity.
Ishaan Khatter shares his personal connection to the Champi ritual, stating, “It’s a deeply rooted tradition, and something I fondly remember from childhood, like countless others. Balancing self-care with a busy schedule can be tough, but indē wild has helped me rediscover this ritual. It’s more than just a product; it’s a way to reconnect with myself. I love that these products aren’t just cosmetics but tools for holistic self-care accessible to everyone, regardless of gender.”
The campaign launches globally this month, featuring the indē wild Champi Hair Oil and Dewy Lip Treatment—products that have already garnered significant attention in the clean beauty category. The partnership positions indē wild at the forefront of beauty innovation, bridging traditional Ayurvedic practices with modern, inclusive beauty needs.
This announcement coincides with indē wild‘s meteoric rise, underscored by its recent successful launch in Sephora UK stores and its imminent expansion into the US market, solidifying its transformation from a digitally native brand to a global beauty phenomenon.
Hailing from a culturally rich background rooted in Ayurvedic principles through family heritage, and with a mother who is an Ayurvedic practitioner and dermatologist, it was a natural progression for Diipa to recognise the importance of combining ancient practices with modern-day wellness and clean science earlier on in her life. indē wild pioneers as a proud Ayurvedistry™ brand – a term which has been trademarked to recognise how indē wild represents a fusion of ancient Indian wisdom and modern-day science. The revolutionary brand‘s innovative approach, combines time-honoured Ayurvedic practices with cutting-edge biochemistry to create products that are both effective and culturally significant. indē wild‘s journey from a self-funded Indian beauty startup in 2022 to a multi-million-dollar empire collaborating with global establishments today serves as a testament to the growing global interest in holistic Indian beauty practices and products.
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