She’s young, Indē Wild, and free. Diipa Büller-Khosla is an Indian influencer, activist, and entrepreneur who you probably recognize from one of her many viral moments. (Think: #RedDotChallenge, breastfeeding pumps at Cannes, etc.) Offline, she leads Post for Change, a nonprofit encouraging influencers to make real change in the real world, and she just launched the first-ever Ayurvedic beauty brand for Brown girls, by Brown girls.

We talked to the 31-year-old about why she left law for likes, how social media provokes change, and why mother knows best when it comes to skincare.

You used to work in law. What made you want to become a digital celebrity?
When I moved to London to get my Master’s in law, I had interned at one of the first influencer agencies in Europe. They were closing deals with OGs like Chiara [Ferragni] and Aimee Song. On day 3, I realized I didn’t see a brown or Indian girl being represented on a global scale. [That] never left me, even when I was back in the legal world. So I thought, “Hey, I think I could do this, not just for fashion and beauty, but [to create] some kind of impact.” The reason I wanted to be a human rights lawyer wasn’t just to make money, it was to make change. When I saw the world of Instagram, I was like, “Maybe you can live all your dreams. You can have an impact and a fun, adventurous life.”

How do you keep going viral?!
To be honest, a lot of these posts just come to me at the moment. When I did the breastfeeding photo in Cannes, it was just happening. I see a moment and I’m like, “This needs to be spoken about,” so that’s how that one happened. When it comes to the Red Dot Challenge, we had to meet with UNICEF multiple times and really plan it out to [achieve] the reach it got.

What inspired you to start a nonprofit?
For the first 3-4 years, I was an influencer doing the things everyone does. Revolve took me on the fanciest trip, and there, someone told me how influencer marketing is so powerful. I remember thinking, “Imagine if we could garner that kind of power not for selling clothes, but for [making] change. Wouldn’t that be super cool?” I told my husband about it, who was working closely with UN agencies on topics like women empowerment, and he said, “This is exactly what they need. They want to work with influencers; they just don’t know how.” We decided to create a bridge between the 2 worlds. I would [teach] the UN agencies how to work with influencers, and [show] influencers how to use their platforms for good.

Has your organization made an impact?
One of our main topics is menstrual hygiene because it’s such a multifaceted topic in India. We’ve worked on 4 campaigns with UNICEF for the last 2 years. The very first one reached 200 million people on social media. It exploded at such a rapid rate that, instantly, UNICEF India connected us to their global team and said, “There’s something to influencers really lending their voice for good,” so we officiated a partnership and started doing it more often.

What makes Indē Wild unique?
For the longest time, Indian women have been using Ayurveda—which is 5,000 years old—in their skincare routine. It’s like bringing the best of everything grandma and mom taught us. We coined the term Ayurvedastry, which is Ayurveda and chemistry together, and are pioneering that word. Also, skincare with pure ingredients costs a fortune. We really wanted to change that, so our price is something we’re exceptionally proud of. And we’re radically transparent. Our packaging has every single ingredient on the label, and not in the confusing chemistry way that no one would understand, but in layman’s terms. You need to know what you’re putting on your skin and we’re here to teach you that.

Did you have to do a lot of research to create your formulas?
My mom is an Ayurvedic doctor, so most of the superfoods were inspired by her knowledge and research, as well as our expert board of incredible women. It’s [a lot] of me digging through her mind and being like, “Mom, what are the products you think would be really great?”

How does a beauty brand align with your advocacy?
Indē Wild [was created] from the lens of my upbringing and my South Asian struggles. As women, we’ve been taught to feel ashamed of our skin color or not to ask questions or raise eyebrows in a patriarchal system. For a very long time, there’s been a range of whitening products in India that make you feel like you need to look a certain way to achieve things. This brand goes against all of that. There’s definitely a groundswell of feminism in the whole world, but when you go to India, you feel the energy of women being like, “Enough is enough. I will make my own money. I will love who I love and do what I want to do.” This brand is an embodiment of that power and the strides we’ve taken to get there.