What indē wild does

Indē Wild, formally registered as INDE WILD PRIVATE LIMITED in India and headquartered in New Delhi, is a digitally-native beauty brand founded in 2021 by Diipa Büller-Khosla and Oleg Büller-Khosla that formulates skincare, haircare, and lip-care products under its proprietary "Ayurvedistry" framework, which the company defines as a fusion of traditional Ayurvedic herbs with clinically validated cosmeceutical actives. The product range is anchored by hair-care SKUs built around the trademarked Champi Oil Concentrate — a blend of 21+ Ayurvedic superherbs (Bhringraj, Amla, Brahmi, Hibiscus, Tulsi, Neem, Fenugreek) combined with biotech bond-repair actives — and includes the Champi Hair Oil (clinically tested for 50% hair fall reduction in 28 days), the Moonlight Growth Scalp Serum built around a 9% active complex of Redensyl, Procapil, AnaGain, and Capilia Longa, and the Champi Sleek Stick 3-in-1 styling product. Skincare is led by a 15% Vitamin C serum and a 1% Bakuchiol serum; lip care is anchored by the tinted Dewy Lip Treatment line spanning seven flavor variants at a $19 unit price.

Name

indē wild

Legal name

INDE WILD PRIVATE LIMITED

Website

https://indewild.com

Company type

Private

Founded year

2021

Operating status

Operating

Headcount range

11–50 employees

Short description

Indē Wild is an Indian beauty brand founded in 2021 that formulates clinically validated Ayurvedic haircare, skincare, and lip-care products, selling globally via its DTC storefront, Sephora US and UK, and Indian retailers Nykaa and Tira, serving women aged 20-40.

Ownership category

akta.pro rank

Headquarters

HQ city

Amsterdam

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Marketing or Sales, Supply Chain, Personnel, Operations, Technology or R&D

Revenue model

1. Direct-to-Consumer (DTC) E-commerce: Indē Wild generates revenue primarily through direct online sales via its owned e-commerce storefront (indewild.com), selling directly to consumers globally with shipping to multiple countries. This D2C model allows for higher margins, direct customer relationships, and community-driven product development. The brand transitioned from pure D2C to include retail partnerships (Sephora) as it scaled internationally.
2. Retail Partnership Revenue (Sephora): Following the Sephora UK exclusive partnership launch in September 2024 and Sephora US entry in March 2026 (178 stores), a significant portion of revenue now flows through Sephora's retail network. Products are distributed through Sephora's physical stores and Sephora.com, marking the brand's shift from digitally-native D2C to global prestige retailer.
3. Indian Retail Partnerships (Nykaa, Tira): Indē Wild maintains strong presence in India through retail partnerships with Nykaa and Tira, where it holds top category rankings across multiple platforms. These domestic partnerships complement the D2C model and provide physical retail presence in the brand's home market.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels7 records

Core offering

indē wild is a beauty brand that designs, formulates, and sells Ayurvedic-inspired skincare, haircare, and lip care products directly to consumers. The company combines traditional Ayurvedic herbs and rituals (such as champi head massage) with clinically proven cosmeceutical actives to deliver clean, vegan, cruelty-free products such as Champi Hair Oil, Moonlight Growth Scalp Serum, Champi Bond Repair Duo, Champi Sleek Stick, Dewy Lip Treatment, Sunrise Glow Vitamin C Serum, and Sunset Restore Bakuchiol Serum.

Differentiator

Problem solved

Functional benefit

Products and services

• Champi Hair Oil A pre-wash Ayurvedic hair oil powered by the proprietary Champi Oil Concentrate™ (21+ superherbs including Bhringraj, Amla, Brahmi, Hibiscus, Tulsi, Neem). Sold to consumers in 50 ML ($32 USD) and 130 ML sizes; one bottle reportedly sold every minute globally.
• Moonlight Growth™ Scalp Serum A 9% Active Complex water-based scalp serum combining Ayurvedic actives with clinically proven biotech ingredients, sold to consumers in 10 ML ($17 USD) and 50 ML sizes, designed to reduce hair fall and stimulate growth.
• Champi Sleek Stick A 3-in-1 hair styling and strength stick priced at $21 USD, offering frizz control, smooth hold, and bond repair in a single glide-on format for consumers seeking convenient haircare.
• Champi Bond Repair Shampoo & Conditioner Bond repair shampoo ($26 USD) and conditioner ($26 USD), sold individually or as a Duo Bundle ($41.60 USD, 20% off), combining Ayurvedic herbs with biotech bond repair actives for damaged hair.
• Dewy Lip Treatment A tinted lip balm line featuring a vegan ghee-inspired formula with 8+ actives; individual tubes priced at $19 USD each, available in 7 tinted variants (OG, Masala Chai, Wedding Rose, Hot Sauce, Glazed Jalebi, Caffeine Addict, Sweet Treat), plus a 3-pack Minis Kit at $18 USD.
• Sweet Treat Dewy Lip Treatment A new tinted variant of the Dewy Lip Treatment range, sold at $19 USD, featuring a sheer glossy finish with hydrating peptides for everyday wear.
• Sunrise Glow 15% Vitamin C Complex Serum A 15% Vitamin C face serum in a 30 ML size priced at $22 USD, targeting dark spots and hyperpigmentation for skincare consumers.
• Sunset Restore 1% Bakuchiol Serum A 1% Bakuchiol anti-aging serum in 30 ML priced at $22 USD, marketed as a gentle retinol alternative for sensitive-skin consumers.
• Sun Defense Sunscreen Glow Drops SPF 50+ An SPF 50+ sunscreen glow drop product added to the skincare line for daily UV protection with a glow finish.
• Surya Hair & Body Perfume Mist A 60 ML hair and body perfume mist priced at $22 USD, formulated with ScentFix fragrance technology and 93% natural ingredients.
• Chandra Hair & Body Perfume Mist A second 60 ML hair and body perfume mist priced at $22 USD, sold individually or paired with Surya in the Dawn to Dusk Set ($44 USD).
• Dark Circle Defense Duo An under-eye duo product targeting dark circles, part of the skincare range, currently sold out on the US storefront.
• Champi Hair & Skincare Bundles Multi-product bundles offering 10-29% savings (e.g., Ultimate Champi Bundle $83.25, Complete Repair Ritual $71.40, Bestsellers Kit $39, Grow and Repair Duo $83.30) for consumers seeking curated routines at a discount.

Quantifiable outcome

• 50% hair fall reduction in 28 days (Champi Hair Oil, clinically tested on 35 subjects under dermatological supervision)
• +8 more outcomes

Named customers8 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Five partnerships are on record, tiered core and minor.

• Sephora (U.S.)coreChannel Partner/ Reseller/ Distributor · 13 March 2026Sephora U.S. entered 178 stores on March 13, 2026, with online sales on Sephora.com beginning March 3, 2026. This marks the first homegrown Indian beauty brand to secure Sephora US retail placement, representing a major milestone in the brand's international expansion. The expansion was supported by the $5M Unilever Ventures investment.
• The Body Shop IndiaminorStrategic or Co-development Partner · 1 December 2025Indē Wild partnered with The Body Shop India to launch a co-branded wedding gifting range in December 2025, featuring four curated gift boxes themed around self-care, bridal routines, and celebration-focused beauty. Timed to India's wedding season, the collaboration aligned both brands' product offerings with seasonal demand and provided dedicated presence in the wedding gifting segment.
• Sephora UK (Exclusive)coreChannel Partner/ Reseller/ Distributor · 1 September 2024Indē Wild named Sephora as its exclusive UK retailer in September 2024, marking the brand's first major international retail partnership. The partnership demonstrated strong traction with 667% revenue growth in Sephora UK from Q1 to Q2 2025, validating the brand's international appeal before the US expansion.
• Nykaa (India)coreChannel Partner/ Reseller/ DistributorIndē Wild maintains strong retail presence in India through Nykaa, one of India's leading beauty and personal care e-commerce platforms. The brand has achieved top category rankings across multiple platforms on Nykaa, demonstrating strong domestic market performance alongside D2C and other retail channels.
• Tira (India)coreChannel Partner/ Reseller/ DistributorIndē Wild is also distributed through TIRA (Reliance Retail's beauty platform), where it holds top category rankings across multiple platforms. TIRA provides additional domestic Indian retail presence as part of the brand's multi-channel distribution strategy.

Scale indicators8 records

Recent moves8 records

Expansion highlights5 records

Regional players

• mCaffeine: India's largest caffeinated personal-care brand (haircare, skincare, body care), strong D2C and Nykaa presence. Comparable on the India-origin digitally-native beauty trajectory, though positioned on caffeine innovation rather than Ayurveda.
• Plum (Plum People): India-origin vegan, cruelty-free beauty brand (skincare, haircare, body care) sold via D2C and Nykaa/Tira. Comparable on India D2C-to-prestige positioning and clean-formulation philosophy; less comparable on Ayurvedic heritage and global retail presence.
• SUGAR Cosmetics: One of India's largest digitally-native beauty brands, founded 2015, sold via Nykaa, Tira, and own D2C. Comparable on India-to-global D2C beauty arc and Nykaa/Tira retail presence; less directly comparable on Ayurvedic positioning.

Direct peers

• Forest Essentials: India's leading luxury Ayurvedic beauty brand, founded by Mira Kulkarni. Closest heritage-Ayurveda comparable to indē wild's ingredients/ritual story, though positioned at a higher price tier and historically more spa-channel than Sephora prestige channel.
• Rhode: Hailey Bieber's skincare and lip-care brand, frequently cited as the direct comparison case for indē wild — industry media has dubbed indē wild the "Rhode of India" given both brands' founder-led, community-first D2C-to-prestige-retail growth arcs and lip-treatment hero products.
• Kama Ayurveda: Established Indian Ayurvedic beauty brand with multi-category portfolio (skin, hair, body) and India retail footprint. Comparable on Ayurvedic heritage and India-centric distribution; less globally scaled than indē wild today.
• Tatcha: Premium skincare brand built on Japanese heritage botanicals (hadasei-3 complex), positioned at Sephora and other prestige retailers globally. Direct comparable for indē wild's "heritage ritual + clinical science" positioning translated from an Asian tradition into Western prestige beauty.
• Fable & Mane: Ayurvedic-inspired haircare brand co-founded by Akash and Nikita Mehta, blending traditional Indian oil rituals (champi, holi) with modern formulations. Closest direct competitor to indē wild in the Ayurvedic haircare niche, also Sephora-distributed and founder-led.
• Briogeo: Clean, clinically positioned haircare brand (scalp, bond repair, hair fall) sold at Sephora. Overlaps directly with indē wild's Champi Bond Repair, Moonlight Growth Scalp Serum, and Champi Sleek Stick hero SKUs in the clean-clinical haircare category.

Broad incumbents

• Drunk Elephant: Established prestige clean-beauty brand built on clinically active formulations and sold at Sephora. Comparable on the "biotech actives + clean positioning" half of indē wild's Ayurvedistry thesis, though without the Indian-heritage storytelling layer.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat4 records

Key risks1 record

Key highlights6 records

Customer concentration

• Instagraminstagram.com/indewild
• TikToktiktok.com/@indewild

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds2 records

Investors4 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about indē wild