UK.indē wild, the global Indian beauty brand founded by Diipa Büller-Khosla, has collaborated with actress Anupama Parameswaran for a new campaign celebrating the champi, beauty rituals, cultural memories, and ideas of beauty that continue to shape a new generation of Indian women.
At the heart of the collaboration is Champi, a ritual deeply woven into both indē wild’s heritage and Anupama’s own relationship with her hair. The story of indē wild’s cult-favourite Champi Hair Oil began more than 40 years ago, when Diipa’s mother, Dr. Sangita Khosla, formulated the family’s hair oil while living in Chennai. What began as a personal family ritual has since become one of indē wild’s defining stories, rooted in Indian tradition and reimagined for a modern, global generation.
The collaboration with Anupama brings that story back to South India through a connection that is deeply personal. Champi has been part of her own beauty rituals and memories, from watching her mother and grandmother make their own version of the oil to carrying the ritual into her own life. A
longtime user of indē wild’s Champi Hair Oil even before the collaboration, Anupama brings an authentic connection to the ritual and its evolution, reflecting a generation finding new ways to carry traditions forward while making them their own.
Speaking about the collaboration, Diipa Büller-Khosla, Founder of indē wild, said:
“What makes this collaboration with Anupama feel particularly special is how naturally it came together. I have always admired her beautiful hair, and discovering that she was already an organic user of indē wild’s Champi Hair Oil and genuinely loved it made the connection feel incredibly authentic. She had experienced the ritual and the product before we ever came together professionally, so there was already a real relationship with the brand. To now be able to share that story with her audience, and have her bring her own memories and experience of Champi into the conversation, feels like a true full-circle moment. For me, that kind of genuine connection is what makes a collaboration meaningful.”
The campaign features Anupama exploring her personal relationship with Champi, her connection to her roots, and what drew her to indē wild. Through candid conversation and personal reflection, she revisits a ritual passed down through generations and considers how traditions can evolve while retaining their meaning.
“Champi has always been deeply personal to me. I grew up watching my mother and grandmother make their own oil, so the ritual has been part of my life for as long as I can remember. I was also already using indē wild’s Champi Hair Oil and genuinely loved it, so this collaboration felt very natural. What I love about indē wild is the way it brings together the wisdom of Ayurveda with modern science, without losing the essence of the rituals we grew up with. My relationship with my hair has gone from being one of my biggest insecurities to becoming a part of my identity, and that shift has completely changed the way I see beauty.”, said Anupama Parmeswaran.
The collaboration reflects indē wild’s larger vision for Indian beauty, not to define a single idea but to believe that the most meaningful beauty stories come from real experiences. Anupama brings that
authenticity to the campaign, sharing her own relationship with Champi and the traditions that shaped her, while showing how those rituals can continue to have meaning in our lives today.
Handles:
indē wild: https://www.instagram.com/indewild/?hl=en
Anupama Parameswaran: https://www.instagram.com/anupamaparameswaran96/?hl=en Diipa Büller-Khosla: https://www.instagram.com/diipakhosla/?hl=en
ABOUT INDĒ WILD
Founded by global influencer and entrepreneur Diipa Büller-Khosla, indē wild is a boundary-breaking beauty brand rooted in Ayurvedistry™️ – the intersection of ancient Ayurvedic wisdom and modern clinical science. At the heart of the brand is a mission to bring Indian heritage to the global stage through high-performance, ritual-first skincare and haircare. With a community-led approach to product development and a cult following around the world, indē wild is redefining beauty rituals for a new generation. Its now-viral Champi Hair Oil has become a symbol of modern Ayurveda, reimagined. Loved across continents, indē wild is available at retailers throughout India, online at indewild.com, and is the first homegrown Indian beauty brand to launch at Sephora in both the US and
