Influencer and Model Diipa Büller-Khosla referred to her roots to start her own inclusive skincare brand called ‘indē wild’. Her mother Sangitha Khosla is an Ayurvedic doctor and a Dermatologist, thus it is safe to say that the 30-year-old grew up surrounded by all things skincare. Her Instagram bio reads, “A conscious and holistic beauty ecosystem, created by @diipakhosla & co-founded by you.”
She recalls, “I’d be cooking up all these beauty concoctions with mom on the kitchen counter, and then there’d be her dermatology books all over the house.”
Priced at $37 each, indē wild has announced the launch of two inaugural products—AM Sunrise Glow Serum and PM Sunset Restore Serum.
They contain ingredients like Ashwagandha, Turmeric, Saffron and Bakuchiol along with Niacinamide, Hyaluronic acid, Squalane and Vitamin C. Bakuchiol is an ancient ingredient that has been used in Ayurveda for years. Büller-Khosla turned to the ingredient as an effective plant-based Retinol alternative once she got pregnant as Inde Wild was in development.
“I thought the first two products we bring out as a brand should be suitable for all—pregnant women, sensitive skin, women with acne-prone skin, all of the above,” she says on her Instagram. “It’s like a basic white T-shirt and jeans for your skincare that you just need to have in your wardrobe and that works with everything.”
Büller-Khosla tapped her 1.5 million followers to gather insight for indē wild. She posted an IGTV that said, “We’ve done over 13 focus groups and four surveys, and the surveys were sometimes answered by between 6,000 to 12,000 participants, all from my Instagram followers,” she details.
“We really make them part of the journey, and I wanted it to be something that they wanted and that they found lacking in the industry. So, we asked them questions: What are your skincare concerns? What are the products that you still don’t have that meet your skincare concerns? What is your age? What is your skin type?”
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