The Interview: Fable & Mane founder Akash Mehta on reimagining ancient Ayurvedic hair rituals for today’s consumers

Fable & Mane is a luxury haircare brand founded by siblings Akash and Nikita Mehta, inspired by the ancient Indian tradition of Ayurvedic hair rituals to promote holistic hair and scalp wellness.

During a period of personal stress, Nikita turned to her roots - literally and spiritually - for healing. She was reminded of a time when her grandmother would massage her head with handcrafted blends of plant oil. That simple ritual left her feeling grounded, confident, and renewed. Moved by its emotional and physical impact, Nikita embarked on a journey to rediscover the ancestral beauty secrets of India and share their magic with the world.

In their search, the siblings uncovered ten powerful roots - used for centuries in Indian remedies - to nourish, strengthen, and restore hair with deep, mindful care.

In this interview with TheIndustry.beauty, Mehta discusses how Fable & Mane is reimagining ancient Ayurvedic hair rituals for today’s conscious consumers, the launch of its new Root Refresh Dry Shampoo, the brand’s approach to marketing and community-building, and more.

What inspired you to start Fable & Mane?

The inspiration came from our childhood. Our grandmother would visit us from India and lovingly massage our heads with her own blend of plant oils. As she worked her magic, she’d tell us incredible fables. It was a moment of connection, healing, and care, physical and emotional. Years later, when we experienced stress-related hair loss, we turned back to those rituals and realized there was a space in the market for a brand that brings those ancient traditions into modern haircare. That’s how Fable & Mane was born: out of love, memory, and a desire to share the magic of Indian beauty rituals with the world.

What sets Fable & Mane apart from other brands in the market?

We’re a modern hair wellness brand that brings the power of Indian beauty rituals to today’s routines, blending Ayurvedic tradition with clean, effective formulas and sensorial experiences. But what truly sets us apart is the intention behind everything we do. From our storytelling-led product development to our conscious packaging, we’re committed to creating beauty that’s rooted in culture, care, and community. Giving back is a big part of our mission. Through our charity, the Fable Fund, we support wildlife conservation and promote human-wildlife coexistence by funding community-driven efforts around the world. It’s beauty with purpose, where strong roots mean both healthy hair and a healthier planet.

How do you feel about the brand's progression so far?

It’s been such a meaningful journey. What began as a passion project has become a global community. Seeing customers embrace oiling rituals and prioritise scalp care has been incredibly rewarding. We launched during the pandemic, which many thought was risky, but it turned out to be the perfect moment to encourage people to slow down and care for themselves. Now, we’re in some of the world’s best retailers, expanding into new markets, and building a community that truly believes in our mission. It feels like just the beginning.

Fable & Mane aims to "modernise ancient Ayurvedic hair rituals for today's conscious consumers" – how?

We’ve taken the core of Ayurvedic hair wellness: oiling, scalp massage, and adaptogenic herbs, and updated it for today’s routines and lifestyles. Our formulas are rooted in ancient wisdom but refined with modern science and sensorial textures. We’ve also made hair oiling approachable for all hair types and backgrounds. Our fragrances transport you to India, our recyclable packaging is designed with care, and our educational content makes these traditions easy to understand and adopt.

Why do you believe Ayurveda is becoming increasingly popular in Western markets? Have you benefitted from this?

Ayurveda is a 5,000-year-old science that offers holistic wellbeing, something people are craving more than ever. In the West, there’s a growing desire for slower, more meaningful rituals that go beyond the surface. As stress, burnout, and digital fatigue increase, practices like oiling, meditation, and herbal healing are resonating deeply. We’ve seen this reflected in our community. People are not just buying products, they’re buying into a way of life that prioritises balance, intention, and care.

Can you tell me about the product range and how this has developed since launch?

We started with our hero hair and scalp treatment: the HoliRoots Hair Oil, inspired by our grandmother’s recipes. From there, we built a full ritual to care for hair and scalp, including shampoo, conditioner, mask, and now styling products. Every product we launch adds another layer to our story, whether it's bringing new Ayurvedic ingredients to light or solving a modern hair concern consciously. Our latest launch, Root Refresh Dry Shampoo, is a great example of this fusion.

Can you share more details on the new Root Refresh Dry Shampoo?

Our Root Refresh Dry Shampoo is more than just a quick fix, it’s a new ritual for reviving your roots between washes. It’s a non-aerosol, talc-free, and travel-friendly powder that works across all hair textures and colours. We’ve infused it with Bamboo and Rosemary Extract to help strengthen and soothe the scalp, while Tapioca Starch absorbs oil without leaving a white cast. What we love most is how it blends ancient wisdom with modern needs, delivering soft, voluminous, and freshly clean hair the Ayurvedic way.

How do you select ingredients?

We start with the traditional Indian ingredients we know and trust, ones we grew up seeing in our home and hearing about in stories. Ingredients like Ashwagandha, Amla, and Fenugreek are staples in Ayurvedic haircare, and they’ve been part of our family rituals for generations. When developing each product, we look for ingredients that are rooted in heritage, known for their efficacy, and that can be seamlessly blended into modern formulations. It’s about honouring the past while meeting the needs of today’s conscious consumer.

How have you approached marketing and building a community around the brand? How important is this?

Community has always been at the heart of Fable & Mane. We call them our Tiger Tribe; it’s a collective of friends, fans, and supporters from all walks of life, including VIPs, influencers, retailers, and everyday advocates who love what we do. We focus on building genuine relationships through intimate events, cultural celebrations like Diwali and Ramadan, and unexpected partnerships, like with chai cafés around the world. It’s not about chasing trends but nurturing a meaningful community that believes in our story and mission.

In particular, how do you target UK consumers? Is this different to other markets?

The UK is our home market; it’s where my sister and I were raised and where the brand was born. There’s a natural affinity and understanding here for our voice and vision. We engage UK consumers through storytelling that reflects our cultural roots and upbringing, blending tradition with a global outlook. While we adapt our tone and campaigns to fit local nuances in markets like the US or the Middle East, in the UK, we lean into our authenticity, celebrating heritage while staying relevant to conscious beauty lovers.

You co-founded the brand with your sister - what has that experience been like?

It’s been a beautiful experience. There’s something incredibly special about building a brand with someone who shares your history, values, andvision. Of course, we have our moments, like any siblings do, but at the core, we’re each other’s biggest supporters. We complement one another’s strengths, and having that built-in trust has been key to growing the brand. Plus, we get to relive and honour our family memories together every day, through the work we do.

What are some future goals or plans you’re excited about?

We’re working on some exciting new products that will elevate our range even further, infusing Ayurvedic science with innovative formulations. Later this year, we’ll also continue our powerful campaign with Bollywood icon Kareena Kapoor Khan, which has helped us connect deeply with our audience in India and beyond.

Ultimately, our goal is to be more than a haircare brand; we want to be a movement rooted in wellness, purpose, and giving back.