indē wild has expanded its Champi Haircare Ritual with the launch of the Champi Clarifying & Detox Shampoo, a deep-cleansing formula designed to remove dirt, excess oil, product buildup and hard-water deposits. The campaign features creator Rida Tharana, whose signature curls are central to the product communication.
Positioned as a weekly scalp reset, the shampoo combines scalp-care actives, microbiome-supporting ingredients and Ayurvedic cleansing botanicals. The formula includes Salicylic Acid, Zinc PCA and Reetha Extract to help remove buildup, excess oil, flakes and residue, while Bioecolia is positioned to support a balanced scalp environment.
Niacinamide, Ectoin and Panthenol are included to support moisture and scalp barrier health. The formula also contains Hair Volumising Complex and Amla Extract, while Menthyl Lactate provides a cooling sensation during use.
The campaign uses Tharana’s curly hair routine to highlight the role of clarifying in managing product buildup while maintaining volume and bounce. The creator brings a personal connection to the need for a deeper cleanse, particularly for curly hair routines that involve multiple styling and care products.
According to the brand, the shampoo is clinically proven to provide up to 96 hours of oil control in a single wash, based on a clinical study involving 32 female participants.
The launch extends indē wild’s existing Champi Haircare Ritual beyond oiling and repair. The routine starts with Champi Hair Oil as a pre-wash treatment, followed by the new Champi Clarifying & Detox Shampoo as the first wash. Champi Bond Repair Shampoo is then used as the second wash, followed by Champi Bond Repair Conditioner.
View this post on Instagram
“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.
Diipa Büller-Khosla, Founder of indē wild, said the new product was developed to address the cleansing step that follows traditional hair oiling.
“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.
