Beauty startup indē wild aims to be India’s next Rhode, eyes Rs 1000 crore+ ARR by 2028

indē wild, one of India’s foremost homegrown eco-conscious global beauty brands, is setting a new benchmark in the industry by blending ancient Ayurvedic wisdom with rigorous scientific validation. Since its debut in July 2022, the brand has experienced rapid growth:

• Achieved US$1.9 million in sales within the first twelve months of launch, accelerating after the launch of its now-iconic Champi Hair Oil.
• Ended 2024 with US$730k in monthly sales , while maintaining double-digit CM3 profitability, driven by its launch in Sephora UK.
• Recorded US$4.94 million in sales in H1-2025, and with two major launches and an accelerated North American roll-out planned over the next three quarters, indē wild is on track to surpass US$12 million in 2025. This would make it a ₹100 crores topline brand in just 4 years.
• The company is targeting to close 2028 with an exit run rate of US$120 million, solidifying its place as India’s first global beauty powerhouse from Asia. 

Founder Diipa Büller-Khosla says, “When we launched indē wild, our goal was simple: build a beauty brand rooted in Indian heritage yet resonant across continents. Touching $500k (Rs 4 crore) in our very first quarter of launch proved the market was ready for authentic, high-performance formulations. Today, our rapid scale-up, driven by viral products like Champi Hair Oil and Dewy Lip Treatment, demonstrates that Indian brands can stand tall next to the biggest global names.”

In a powerful testament to its performance, indē wild’s bestselling Dewy Lip Treatment accompanied Indian mountaineer Prakriti Varshney, the first vegan woman to summit both Mount Everest and Lhotse, on her recent 40-day Lhotse expedition. Varshney praised the treatment for its resilience against extreme cold and high-altitude conditions, confirming its place as an essential in any high-performance skincare routine, as the only healing balm that worked for her at an altitude of 8,000 metres.

Investment & Strategy

Backed by a US$3 million seed round from SoGal Ventures and a subsequent US$5 million strategic investment from Unilever Ventures, indē wild has rapidly ascended to top-seller status on premium platforms such as Nykaa and Tira.

In 2024, it became the first homegrown brand to secure an in-store retail partnership with Sephora UK, and is slated to launch in Sephora US in 2026.

Currently, the brand sells direct-to-consumer (DTC) globally as well as through channel partners in India, the UK, and the US.

The Brains Behind the Beauty StartUp

Founded by 34-year-old startup entrepreneur and global digital celebrity Diipa Büller-Khosla, alongside her husband, Dutch entrepreneur-diplomat Oleg Büller, indē wild was born from Diipa’s personal skincare journey. After struggling with severe adolescent acne, she turned to remedies passed down from her mother, an Ayurvedic physician and dermatologist.

Today, with a digital community of over 3 million followers, Diipa has pioneered the concept of Ayurvedistry™, a fusion of time-honoured Ayurvedic rituals and chemistry-backed research. The brand’s hero products stand as testaments to its commitment to authenticity, efficacy, and empowerment.

Global Outlook

The global Ayurveda industry is undergoing a remarkable growth phase, fuelled by increasing consumer demand for natural wellness and personal care solutions. Valued at around US$8 billion in 2024, the market is projected to grow at a CAGR of over 28% over the next few years, as traditional principles gain traction among health- and eco-conscious consumers worldwide. 

Innovations in formulation—combining time-honored botanicals with cutting-edge clinical validation—have elevated Ayurveda from niche heritage remedy to mainstream beauty and wellness staple. Regulatory recognition in key markets, digital-first distribution models and strategic retail partnerships are further accelerating adoption, making Ayurveda one of the fastest-growing segments in the global personal care landscape.