Last updated : April 15, 2026 3:59 pm
The event marked a major milestone in the Indian homegrown beauty brand’s expansion in the U.S., drawing an overwhelming turnout of over 5,000+ people and selling out within hours of launch.
indē wild, the Indian homegrown beauty brand, has set a new benchmark in retail engagement with Sephora, where its hosting its biggest pop-up of 2026 and drawing over 5,000 consumers to the Sephora 5th Avenue store. The pop up had 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. 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.
“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,” said Diipa Büller-Khosla.
“This launch at Sephora Fifth Avenue marks an important step for indē wild, but also reflects a wider shift in the industry,” shared Oleg Büller-Khosla, Co-Founder of indē wild. “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.”
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.
The pop-up builds on indē wild’s successful U.S. debut with Sephora, following its launch on the website 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.