Inde wild also aims to reclaim the slick-back’s origins, honouring the generations of South Asian women who created smooth, glossy buns using Champi oiling rituals
Inde wild’s latest launch blends South Asian ritual with global high fashion as the brand unveils its new Champi Slick Stick (INR 999), fronted by supermodel Elsa Hosk alongside founder Diipa Buller-Khosla. The campaign reimagines the slick-back hairstyle not merely as a modern trend but as a cultural symbol that bridges ancestry, performance beauty and contemporary style. Presented through a dynamic, sport-inspired lens, the visuals highlight the fusion of Scandinavian minimalism with South Asian heritage — an illustration of how beauty evolves across borders while staying deeply rooted in tradition.
Drawing from the fast-paced lives of modern women, the campaign champions hair styling that is long-lasting, nourishing and effortless. It celebrates women who move through multiple roles in a day, demanding looks that keep up with them while supporting real hair health. The slick-back, often associated with the “clean girl aesthetic,” is positioned here as far more than a fashion moment — a look built on generations of Champi hair-oiling rituals known for promoting gloss, strength and nourishment.
Supermodel Elsa Hosk, the face of the Champi Slick Stick, represents the brand’s global identity. Her signature Scandinavian cool complements inde wild’s multicultural story, while her presence alongside Diipa Buller-Khosla symbolises the journey of South Asian beauty traditions from local homes to international runways. “There’s something really inspiring about what’s happening with beauty in India right now,” Elsa said. “It’s thoughtful, intentional, and all about how something makes you feel — and that is where beauty thrives.”
Inde wild also aims to reclaim the slick-back’s origins, honouring the generations of South Asian women who created smooth, glossy buns using Champi oiling rituals. Referenced in ancient Ayurvedic texts such as the Charaka Samhita, these traditions form the foundation of the brand’s approach: Ayurveda powered by biotech and expressed through high-fashion storytelling. “This campaign is about bringing worlds together,” said founder Diipa Buller-Khosla. “The slick-back has travelled from South Asian homes to global runways, and today, it belongs to everyone.”
The Champi Slick Stick, a new addition to inde wild’s expanding haircare range, offers triple-action performance with frizz control, styling support and bond repair. Clinical results show 72-hour frizz control in high humidity, a 24-hour smooth, flexible hold and 32 per cent less breakage from first use. Designed for all hair types, it promises clean, glossy styling without stiffness — ideal for school runs, boardroom meetings and everyday touch-ups.
With its growing line-up, including the cult Champi Hair Oil and the Champi Bond Repair Shampoo and Conditioner, inde wild continues its mission to modernise Ayurvedic rituals for a global audience. Founded by Diipa Buller-Khosla, the brand merges ancient wisdom with clinical innovation, becoming the first homegrown Indian beauty label to launch at Sephora in the US and UK. Loved worldwide, inde wild positions its Champi ritual as a cultural conversation — one that honours heritage while shaping the future of beauty.
