Nikita and Akash Mehta, the sibling founders behind Fable and Mane turned the age-old ritual of Indian hair oil massage into a new luxury wellness brand. The category creating brand uses Ayurvedic principles to formulate their magical potions. Fable and Mane launched at Sephora during the pandemic and sold out twice. Their HoliRoots Hair Oil transformed my dry heat damaged hair in just one use. I was dumbfounded and sought out the founders to learn more.
“I saw a whitespace in the market for something clean, cultural and conscious using Ayurvedic beauty principles but in a modern way,” recalls Nikita, 28. During a stressful period in Nikki’s life, she started to experience hair loss and remembered her grandmother giving both siblings, traditional Ayurvedic Indian hair massages, while passionately telling fables on their frequent visits to India as children. “For Indians, nightly hair oiling massage is part of our everyday life,” explains Akash, 26, who used to run Digital and Influencer Marketing at Christian Dior.
Nikki began mixing up the key super ingredients her grandmother used and started to see her own hair grow and shine once again. Bringing diversity to the shelf was no easy task though. Having spent three years developing the brand, they first scoured India to find the ten potent roots that were used in ancient remedies to strengthen and repair hair. Wanting the products to have a luxurious, authentic and multi-sensory experience, the siblings enlisted a master French perfumer. This master of scent was dispatched to visit the Madurai temple in South India to distill the famed incredibly fragrant, auspicious jasmine sambac buds, locally known as Madurai malligai.
Their HoliRoots Ritual product line currently includes: HoliRoots Hair Oil, HoliRoots Shampoo, HoliRoots Conditioner and a HoliRoots Hair Mask. Each product goes beyond responsible and clean formulation. Fable and Mane is committed to giving back to the wild. The brand has a “give back” philosophy at its core, supporting the wildlife charities that restore habitats for endangered wild felines.
Fables may have inspired the name, but success of this hair care brand is most certainly not a fable. To hear more of Nikki and Akash Mehta’s journey and their rituals of success listen to the full interview here.
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