India, Apr 15: indē wild, the global beauty brand rooted in Ayurvedistry, has set a new benchmark in retail engagement with the world’s largest prestige beauty retailer, Sephora, hosting its biggest pop–up of 2026 and drawing over 5,000 consumers to the iconic Sephora 5th Avenue store.
The excitement began long before doors opened, with fans starting to line up as early as 7:00 AM for the 2:00 PM event. By the time the pop–up began, over 5,000 people had gathered, with queues stretching across multiple city blocks for a chance to experience indē wild and meet founder Diipa Büller-Khosla. The event marked a major milestone in indē wild’s U.S. expansion, and the overwhelming response reinforced both the brand’s rapidly growing global community and Khosla’s influence as a cultural and entrepreneurial force.
Diipa Büller-Khosla, Co-Founder, indē wild states, “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.”
The scale of the turnout transformed the launch into a standout moment on Fifth Avenue, with passersby and tourists stopping to take in the crowds and energy surrounding the store. Within just two hours of opening, the Sephora 5th Avenue store completely sold out of indē wild’s product line, highlighting strong consumer demand for modern, ritual-led haircare rooted in traditional Indian practices. Leading the demand was indē wild’s cult-favourite Champi Hair Oil, which sold out within the first hour. Due to the scale of the turnout, the New York Police Department was brought in to manage crowds and ensure safety, underscoring the magnitude of the event. The lines, described by attendees as unlike anything seen before in the city for a beauty launch, signaled a cultural moment that extended far beyond retail.
Oleg Büller-Khosla, Co-Founder, indē wild states, “This launch at Sephora Fifth Avenue marks an important step for indē wild, but also reflects a wider shift in the industry. Indian beauty has long influenced global categories, what’s new is seeing homegrown brands begin to take their place within international retail at scale. It’s an early signal that the direction of influence in beauty is shifting, and we’re proud to be part of that shift.”
As global interest in Ayurveda-backed beauty continues to accelerate, with the category projected to reach $2.09 billion by the end of 2026, indē wild’s record-breaking turnout underscores the growing global appetite for heritage-led, science-backed formulations from India whilst reinforcing the brand’s position at the forefront of this movement. indē wild’s curated portfolio of ritual-forward skincare and haircare is now available to consumers across the United States, including the Champi Pre-Wash Treatment Hair Oil, Champi Bond Repair Shampoo, Champi Bond Repair Conditioner, Moonlight Scalp Serum, Sunset Restore Bakuchiol Serum, Sunrise Glow 15% Vitamin C Complex Serum, Luminary Eye Concentrate and Dewy Lip Treatment.
While Sephora has previously introduced consumers to South Asian–inspired brands such as Kulfi Beauty, Ranavat, and Fable & Mane, indē wild’s partnership marks a significant milestone as the first homegrown Indian beauty brand to debut at Sephora U.S. The U.S. expansion builds on the brand’s successful entry into Sephora UK, where indē wild launched in September 2024, delivering 677% quarter-on-quarter growth. The pop–up builds on indē wild’s successful U.S. debut with Sephora, following its launch on Sephora.com in March and rollout across 178 stores nationwide, and further solidifying the brand’s transition from a digitally native disruptor to a high-impact global retail player. Since launching direct-to-consumer in 2021, indē wild has built a rapidly expanding global community, with the company’s growth being supported by a $5 million strategic investment led by Unilever Ventures, alongside SoGal Ventures and True Global Ventures. With the Sephora U.S. rollout, indē wild is reinforcing its ambition to build one of the first globally scaled beauty brands rooted in modern Ayurvedic science.
