Supermodel Elsa Hosk fronts indē wild campaign with Diipa Büller-Khosla

indē wild has introduced the Champi Slick Stick with a campaign featuring supermodel Elsa Hosk alongside founder Diipa Büller-Khosla. The work positions the slick-back hairstyle as a meeting point between heritage beauty practices and modern global fashion.

The campaign draws inspiration from active movement and performance-led beauty. It focuses on women who navigate multiple roles daily and seek styles that are long-lasting, low-maintenance and supportive of overall hair health. Shot through a sport-influenced visual lens, the creative direction blends Scandinavian minimalism with South Asian cultural references to present sleek hair as both universal and rooted in tradition.

Hosk fronts the Champi Slick Stick in a role that reflects indē wild’s wider global positioning. Her association with Scandinavian style is intended to show how long-standing beauty rituals travel, adapt and remain relevant across contexts. When paired with Büller-Khosla, the story aims to bridge South Asian origins with international adoption, reinforcing the idea that beauty gains strength when influences intersect.

Hosk noted: “There’s something really inspiring about what’s happening with beauty in India right now, with the rituals and storytelling. It’s thoughtful, it’s intentional, and it’s all about how something makes you feel, and that is where beauty thrives.”

Although the slick-back is currently associated with the ‘clean girl aesthetic’ across runways, red carpets, gyms and nightlife, its history predates its contemporary rise. South Asian women have long used Champi hair-oiling rituals to achieve smooth, nourished buns often decorated with jasmine and temple flowers. These practices are referenced in Ayurvedic texts including the Charaka Samhita.

indē wild’s latest launch brings this heritage into a modern setting through a combination of Ayurvedic principles and biotech-led formulation. According to Büller-Khosla, the intention is to connect the hairstyle’s origins with its global evolution, merging high-fashion expression with its traditional principles of protection and repair.

The brand continues to evolve its Champi ritual through products such as the Champi Hair Oil and the Champi Bond Repair Shampoo and Conditioner, positioning heritage-based routines within contemporary beauty culture.