India, 30th September – indē wild is adding a new step to its Champi Haircare Ritual with the launch of the Champi Clarifying & Detox Shampoo, a deep-cleansing shampoo designed to remove dirt, excess oil, stubborn buildup and hard-water deposits. Rida Tharana fronts the campaign, bringing the new launch to life alongside indē wild’s approach to modern scalp and hair care.
Designed as a weekly reset, the Champi Clarifying & Detox Shampoo brings together scalp-skincare actives, microbiome-supporting ingredients and Ayurvedic cleansing botanicals for a thorough cleanse without the stripped feeling. Salicylic Acid, Zinc PCA and Reetha Extract work to clear buildup, excess oil, flakes and residue, while Bioecolia™ helps support a balanced scalp environment. Niacinamide, Ectoin and Panthenol help support moisture and barrier health, keeping the scalp comfortable through the cleansing process.
The formula is clinically proven to provide up to 96 hours of oil control in a single wash, based on a clinical study conducted on 32 female participants. Alongside the deep cleanse, Hair Volumising Complex™ helps leave hair looking fuller, bouncier and revitalised, while Amla Extract helps strengthen and provide antioxidant support. A touch of Menthyl Lactate delivers a fresh, cooling sensation without leaving the scalp feeling dry.
Rida Tharana’s signature curls take centre stage alongside the new Champi Clarifying & Detox Shampoo. Rida brings a personal connection to the idea of a deeper scalp cleanse, particularly on wash days when removing buildup from curly hair while keeping the lengths feeling nourished and full is key. The campaign captures the shampoo as part of that reset, with Rida showcasing the product alongside her own hair ritual.
“One thing I’ve realised since starting my curly hair journey is how important a good clarifying shampoo is, especially with the amount of products I use to maintain my curls. Every now and then, my scalp needs a proper deep cleanse and a clean canvas to start fresh. The Champi Clarifying & Detox Shampoo gives me exactly that reset without leaving my curls feeling stripped. And honestly, once you realise how much difference a good cleanse can make to the volume and bounce of your curls, there’s no going back! Getting to work with indē wild and Diipa herself makes this even more special because it’s genuinely been a long time dream of mine. Such a full circle moment!” says Rida Tharana.
“When we created the Champi Haircare Ritual, we wanted to rethink every step of the traditional hair wash. Oiling is such an important part of how I grew up caring for my hair, but the cleanse that follows matters just as much. With our Champi Clarifying & Detox Shampoo, we wanted to create that missing step: a proper weekly cleanse that leaves your scalp feeling genuinely fresh, balanced and reset – but never stripped.
For the campaign, we wanted to show why that step matters, especially when your hair routine involves a lot of product and styling. Rida was the perfect person to bring that to life because her beautiful curls need all of the care the product gives, while also needing a proper cleanse to bring back their volume and bounce. I love that the campaign is so stripped down; you can put everything into your hair, but sometimes the best thing you can do is start with a clean reset.” adds Diipa Büller-Khosla, Founder of indē wild.
The Champi Clarifying & Detox Shampoo is designed to be used one to two times a week, depending on the scalp and level of buildup. Those with an oily or buildup-prone scalp can use it twice a week, while those with a drier scalp can use it once a week or whenever a deeper cleanse is needed. It is suitable for all hair types and is particularly useful when hair feels weighed down by product, styling residue, excess oil or hard-water buildup.
It also forms the first wash in the complete Champi Haircare Ritual. The routine begins with Champi Hair Oil as a pre-wash treatment, followed by the Champi Clarifying & Detox Shampoo to cleanse the scalp and remove buildup. Champi Bond Repair Shampoo follows as the second wash, before finishing with Champi Bond Repair Conditioner for soft, nourished and manageable hair.
With 13+ actives and superherbs, including Champi Oil Concentrate™, Salicylic Acid, Zinc PCA, Reetha Extract, Amla Extract, Bioecolia™, Niacinamide, Ectoin and Apple Cider Vinegar, the formula is 92% naturally derived, colour-safe, non-stripping and sulphate-free.
The indē wild Champi Clarifying & Detox Shampoo will be available at indewild.com and Nykaa, priced at ₹1,299 for 300 ml.
About indē wild
Founded by global entrepreneur and creator Diipa Büller-Khosla, indē wild is a beauty brand built on Ayurvedistry™ – the intersection of time-honoured Ayurvedic rituals and modern clinical science. Since its launch, the brand has built a loyal global community through high-performance skincare, haircare and lip care that celebrates Indian rituals through a contemporary lens.
Following successful launches in India and the UK, indē wild recently became the first homegrown Indian beauty brand to launch across Sephora in both the U.S. and the UK, furthering its mission of bringing Indian beauty rituals to the global stage.
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