Here’s how these siblings made traditional Ayurvedic hair rituals a global phenomenon

Nikita and Akash Mehta bottled their love and ardour for authentic Indian hair traditions through their brand Fable & Mane, making it a success across the globe

Just like any other Indian household, Nikita and Akash Mehta’s family also whole-heartedly treasured classic Ayurvedic rituals—‘champi’ a.k.a hair and scalp oiling being the most prominent one. Their grandmother would use potent Ayurvedic concoctions containing oils and herbs for their scalp and hair, with a slice of indulging fables alongside. This is, perhaps, the secret behind their strong connection to their Indian roots, despite living in the United Kingdom. It’s also where Fable & Mane– the sibling duo’s hair care brand–gets its name from.

When Nikita turned to the classic champi practice during a stressful time later in life, the power of Ayurveda and other traditional rituals was reinstated in her mind. She knew she had to take Ayurvedic hair recipes to the global stratum, and that’s how Fable & Mane was conceived. The brand has made hair oiling cool and indulgent once again; so much so that their cult-favourite HoliRoots Pre-Wash Hair Oil Treatment has garnered over 500 five-star reviews within two years of its genesis.  We talk to the founders who let us in on what they’ve built. 

What led to the inception of Fable & Mane?

Fable & Mane was created to bring Indian beauty secrets to the world as a homage to our roots, blending ancient wisdom with modern science. After I had suffered from hair loss issues during a stressful period, we went back to our traditional childhood hair rituals, centring around hair and scalp oiling. Our mission was to educate consumers on scalp health whilst taking them on a delightful trip to India within their shower, from routine to ritual. There was a clear white space on the shelf for a clean, conscious, cultural brand which was also authentic to our roots and family heritage. We want to celebrate the time-tested ritual of hair oiling in a modern way. The scent in this experience was also vital for us, so we carefully crafted beautiful scents with world-renowned perfumers, to transport us back to India.

Living in the United Kingdom, what kept you so close to your roots, especially in the context of Ayurvedic traditions?

During a time of stress that eventually led to hair loss, we were reminded of the power of the Indian tradition of hair oiling and recalled a time when our grandmother would come from India and massage our head and hair with handcrafted blends of plant oils, which are so effective for long, thick and lustrous hair. It was a hair care experience unlike any other. The rise of self-care and wellness practices in the world in the past few decades logically brought forward the benefits of looking after your scalp, hair and body, bringing Ayurveda back into our lifestyles.

In a world where skincare has become the obvious place to start, why did you think of haircare?

We realised there was a huge gap in the market within the hair care industry and wanted to inspire our consumers to wash hair with intention and not in a rush. Ayurveda has been infused into our beauty routines for years already. Not many people know this but shampoo originated in India, stemming back thousands of years through Ayurveda. 

What inspires the recipes and ingredients of your hair care products?

Natural herbs and oils have been proven to help hair growth and provide essential nutrients to the scalp. It can be especially effective to pair the ingredients with a head massage as it increases the blood flow in your scalp. This is really what we’re trying to bring to the haircare industry: Incredible ingredients that are proven to provide essential vitamins and nutrients to your hair, along with the ritual associated with them. There has been a shift towards more natural and clean beauty and people have started looking beyond styling and how to fix their hair at the root.

How did you break through the Western market with fully Indian products?

Our range is created for all hair types and we bring diversity to the shelf. It is, of course, great for Indian hair as our formulas are very hydrating. The range is unisex and universal; we made the formulas lightweight, silicone-free with Ayurvedic herbs so those with thick, fine, curly or straight hair, or dry or oily scalps can enjoy it. We have an authentic want and need for a brand that encapsulates traditions and one that pioneers inclusivity in haircare, enabling everyone, no matter their race, religion, background, ability or gender identity, to embrace their own hair.

How, according to you, is Ayurveda relevant to consumers today?

People asked us if it was a good idea to launch a new business in the middle of a pandemic; most would have deferred it. However, the pandemic happened to be the best time to launch our brand. It was the most ideal time to home in on inspiring our consumers to take the time to wash their hair with intention and not in a rush. There were people who had the time to understand our messaging and rituals of oiling and massaging their hair. This trend is continuing people’s interest in Ayurveda as a whole, which literally stems from ‘life’ (ayur) and ‘science’ or ‘knowledge’. (veda), and encompasses  diet, meditation, yoga, massage therapy, medicine and herbal remedies, all of which have now become a part of the daily life of most people in the West. 

What are some similarities and differences that you’ve observed among consumers across the globe?

We appreciate that we have such a diverse and global audience, and our products are adopted by so many around the world. Whilst some products do better in some markets as compared to others, one thing we’ve observed across the globe is the significant growth of our HoliRoots Hair Oil, having sold out several times.

Do you plan to expand your product lines in the future?

There is a renewed interest around scalp health and its importance. A well-nourished and maintained scalp supports healthy and strong hair. Overall wellness also contributes to hair health, and we will see many trends coming through in the hair and hair wellness categories. Our latest launch is the Scalp Cooling Mud Mask. With our scalp scrub selling out repeatedly, it was the perfect time to introduce this hugely beneficial step—the ‘scalp facial’. The future will also include styling with care, so watch this space!

What are your expectations with the Indian market specifically?

Nykaa is a great partner. We truly feel that it has the right positing, reach and innovators in marketing. We are currently available in over 10 countries and will continue to look forward to expanding our footprint in India via Nykaa. We are excited to see the brand grow. 

Where do you see Fable & Mane in the next five years?

Continuing to inspire cross-generational cultures to add oiling to their hair care routine, perhaps even launch our own champi spa! 

Lastly, any advice for budding entrepreneurs, especially in the beauty industry?

Never stop believing in yourself, stay humble and live your values–authenticity is key.

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