Influenced by the ancestral wisdom of its founders’ South Asian heritage, Fable & Mane haircare has managed to capture a shift that’s overtaken the beauty industry: the desire for slow, ritual-based care. The brand’s success lies in its ability to refine ancient traditions for a new era. Take the Holiroots Hair Oil, for example. It evokes a sense of enduring tradition, promoting rituals of care and connection that resonate with the changing needs of beauty consumers globally.

The brand isn’t alone in harnessing this renewed interest in ancient beauty wisdom, particularly from South Asia, and is in company with brands like Sahajan, Indē Wild, and Kulfi Beauty. But it’s not just about reviving mothers’ and grandmothers’ routines and slapping a label on them; it’s about refining the concoctions to make them even better. For Fable & Mane, that means lighter formulations, versatility for all hair types, and recyclable packaging. 

Founded by siblings Akash and Nikita Mehta, Fable & Mane launched in 2020 and is now celebrating its fifth anniversary. Their standout success, the HoliRoots Hair Oil, consistently ranks in the Top 3 of Sephora’s global hair oil category across the U.S., Canada, and the Middle East, selling one bottle every two minutes. This success is grounded in their own childhood experiences. Below, Akash Mehta shares that the true power of Fable & Mane is in its ability to create moments of healing and connection, whether through a ritual passed down by an ancestor or adopted by a curious newcomer.

Q: Fable & Mane draws heavily from your South Asian heritage. Can you share specific memories or rituals that sparked the brand?

A: The inspiration came from our childhood. Our grandmother would visit us from India and lovingly massage our heads with her blends 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. [Writer’s note: Hair loss, particularly androgenetic alopecia, is common among South Asians, and is influenced by genetics, hormones, and lifestyle factors like stress and diet.]

Q: What does your fifth anniversary signify for you in terms of growth and innovation?

A: What began as a passion project has become a global community. 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.

Q: How do you balance staying true to your cultural traditions while making the brand accessible to a diverse, global audience?

A: 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. What’s stayed the same is the soul of the ritual: the ingredients, the intention, the ancestral wisdom. What’s different is the format and formulation. We didn’t reinvent the ritual; we reintroduced it with purpose.

Q: Why was it important for you and your sister, Nikita, to lead with Ayurvedic traditions in a modern, global beauty space?

A: Ayurveda is in our roots; it’s how we grew up. We wanted to share its powerful rituals like hair oiling and scalp massage with the world, but in a way that felt modern, inclusive and easy to use.

Q: What do you think today’s consumers expect from purpose-driven beauty brands—and how do you meet that expectation authentically?

A: Today’s consumers are incredibly smart and value-driven. They expect transparency, cultural integrity, sustainability and community impact, and they can tell when it’s performative. For us, purpose isn’t an add-on; it’s our foundation.

Q: That foundation includes the Fable Fund, which supports wildlife conservation and communities in India. It also includes collaborations with South Asian creatives, such as your ongoing campaign with Bollywood icon Kareena Kapoor Khan. Do you believe those outside the culture can come to understand all this intimate sentiment behind hair oiling?

A: Absolutely. While hair oiling is deeply rooted in South Asian tradition, its essence is taking a moment for yourself, connecting through touch and nourishing your body and soul, which is universally human. It’s about sharing culture, not appropriating it, and inviting others into our story with respect and authenticity.