indē wild has expanded its Champi Haircare Ritual with the launch of Champi Clarifying & Detox Shampoo, a deep-cleansing formula designed to remove dirt, excess oil, product buildup and hard-water deposits. Actor and creator Rida Tharana fronts the campaign for the launch.
Positioned as a weekly scalp reset, the shampoo combines scalp-skincare actives, microbiome-supporting ingredients and Ayurvedic botanicals. Salicylic Acid, Zinc PCA and Reetha Extract target buildup, excess oil, flakes and residue, while Bioecolia™ supports the scalp microbiome. Niacinamide, Ectoin and Panthenol are included to support moisture and barrier health.
The formula claims up to 96 hours of oil control after a single wash, based on a clinical study involving 32 female participants. Hair Volumising Complex™ is designed to leave hair looking fuller, while Amla Extract provides strengthening and antioxidant support. Menthyl Lactate adds a cooling sensation.
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“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 campaign features Tharana’s signature curls and highlights the role of a deeper cleanse in managing buildup while maintaining nourished, voluminous hair. The shampoo is recommended one to two times a week, depending on scalp type and buildup, and is suitable for all hair types. The product forms the first wash in indē wild’s Champi Haircare Ritual, following the Champi Hair Oil pre-wash treatment. It is followed by Champi Bond Repair Shampoo and Champi Bond Repair Conditioner.
The formula contains 13+ actives and superherbs, including Champi Oil Concentrate™, Salicylic Acid, Zinc PCA, Reetha Extract, Amla Extract, Bioecolia™, Niacinamide, Ectoin and Apple Cider Vinegar. It is 92% naturally derived, colour-safe, sulphate-free and positioned as non-stripping.
