In a defining moment for Indian beauty on the global stage, indē wild, founded by Diipa Büller-Khosla, became the first–ever Indian homegrown beauty brand to sell out Sephora’s iconic Fifth Avenue store in New York City, drawing an overwhelming turnout of over 5,000+ people and selling out within hours of launch.
The excitement began long before the doors opened. Fans started lining up as early as 9 AM for a 2 PM event, with queues stretching across multiple city blocks. What unfolded was a large-scale cultural moment, with the kind of anticipation and turnout rarely seen for a beauty brand in New York City.
At the centre of it all was founder Diipa Büller-Khosla, whose presence drew thousands eager to meet her and experience the brand firsthand. Leading the sell–out was indē wild’s cult-favourite Champi Hair Oil, which flew off shelves within the first hour. Rooted in the traditional Indian hair oiling ritual, the product has become a global favourite, resonating deeply with consumers seeking both efficacy and cultural connection.
Expressing the excitement, Diipa Büller-Khosla said: “Seeing this launch come to life at Sephora’s iconic Fifth Avenue store, and experiencing the response we did in New York, felt like a defining moment for us as a brand. The scale of the turnout and the energy from our community reinforced what we’ve always believed, that Indian beauty has a place on the global stage, and people are ready to embrace it.”
In a thoughtful nod to its Indian heritage, the brand served warm chai to those waiting in the New York cold, turning hours in line into a shared moment of comfort and community.
The scale of the response was such that local authorities, including the New York Police Department (NYPD), were required to step in to help manage the crowds, underscoring just how unprecedented the turnout was for a beauty launch.
Founded in 2021, indē wild has rapidly evolved into a globally recognised beauty brand through its proprietary Ayurvedistry™ philosophy, blending time-honoured Indian ingredients with modern, clinically backed formulations. Following a successful rollout in the UK and now across Sephora U.S., the brand continues to build strong momentum internationally.
As indē wild continues to expand globally, the brand remains rooted in its mission of bringing Indian beauty rituals to a worldwide audience, seamlessly blending heritage, innovation, and community for the modern consumer.
