Fable and Mane

Fable & Mane is a hair-wellness brand built around plant-based formulations drawn from traditional Indian beauty rituals. Its hero product, HoliRoots, is a pre-wash hair oil based on a family recipe combining ashwagandha, dashmool and castor oil.

The company sits in the premium end of the hair-care category, positioning itself between mass beauty and luxury skincare. Products are formulated without sulphates, parabens or silicones, and the brand pairs each launch with storytelling rooted in South Asian heritage and folklore.

Co-founded in 2019 by siblings Nikita and Akash Mehta, Fable & Mane launched in Sephora in 2020 and now sells through retailers including Cult Beauty, Boots and Selfridges in the US, UK and India. The brand has been covered by Vogue, Elle and The Business of Fashion.