The Quality Makers: Akash and Niki Mehta of Fable & Mane

The Quality Makers is an interview series highlighting pioneers in the direct-to-consumer space. Join us as we get an inside look at the world of digital shopping through the eyes of the individuals shaping it.

Think about your earliest hair rituals. Those little things passed down from a parent, grandparent, or even a friend. Maybe it’s sleeping in hair rollers for heatless curls, a dab of tea tree oil to minimize dandruff, or even a little DIY scalp massage with oil pre-shower. 

For siblings Akash Mehta and Nikita (Mehta) Kanani, those everyday acts of care were more than routine. They were the foundation of what would become Fable & Mane, a global Ayurvedic hair care brand rooted in heritage, storytelling, and purpose. As Niki shares, “Hair care is more than just a routine, it’s an act of self-care and a ritual to be cherished.”

Celebrating 5 years this month, Fable & Mane has become a go-to for bringing Indian hair rituals into the modern beauty world. Since launching in 2020, their HoliRoots™ Hair Oil has risen to best-seller stardom, and the brand has expanded its mission beyond the beauty aisle and into the wild. With a deep commitment to tiger conservation through the Fable Fund, every product is rooted in care, culture, and tradition. Backed by Akash’s experience at Dior and Estée Lauder and Nikita’s digital and product expertise, Fable & Mane has earned its place as a beloved Sephora staple.

We asked Fable & Mane’s founders about the memories and nostalgia that built a multimillion-dollar, globally stocked brand rooted in more ways than one: tradition, storytelling, and seriously good hair.

Can you share a childhood memory of your mother or grandmother’s hair rituals that left a lasting impression on you?

• Niki: One cherished memory that has always stayed with me is how she would gently comb my hair, never using a brush. And to enhance the hair shine, she would warm hibiscus oil and massage it into the scalp before weaving my hair into a neat braid. As the rich, floral aroma filled the air, she would prepare me a cup of chai—the comforting blend of spices mingling with the scent of the oil, creating a moment of warmth and connection I’ll never forget.
• Akash: For me, it was the ritual of story time while hair oiling. Specifically the story of the tiger in the forest of how a tiger can't live without the forest and the forest can’t live without the tiger. That stayed with me my whole life which has also led me to my journey in conservation.

What role did these family traditions play in shaping your own hair care routine growing up?

• Niki: Family traditions instilled in me is that hair care is more than just a routine, it’s an act of self-care and a ritual to be cherished. There’s no mindless ‘wash and repeat’; instead, it’s an investment in the health and vitality of my hair. Sundays are my slow and intentional days, becoming a time to nurture and restore. When you truly care for your hair, it transforms into a mane: strong, vibrant, and full of life.
• Akash: Growing up, I was deeply influenced by the ingredients passed down through generations. In Indian households, each one carries its own wisdom and nurturing properties. These time-honored rituals instilled in me a deep appreciation for Ayurvedic ingredients, which continue to be the foundation of my hair care today. This connection to heritage and holistic care is what inspired us to create Fable & Mane, as a tribute to my grandmother’s cherished hair oiling rituals that she lovingly performed on us.

What were your visions when launching Fable & Mane, and how has that evolved since 2020?

• Niki: Indian beauty secrets for a beautiful mane, mind and world. Help strengthen roots and hydrate hair with scents for everyone to enjoy a dream of India! Today, we are much more than that. We’re a brand of impact and diverse products and benefits many consumers of different backgrounds and hair types.
• Akash: Our vision was to honor and pay respect to our late grandmas as the initial idea of Fable & Mane came to us when they sadly passed away. But we also wanted to do right by our culture and bridge that gap in the market for a conscious cultural Ayurvedic brand. I'm proud to say since 2020, we haven't really changed much! Aside from the business growing and launching more products, it's kind of evolved in the same vein of keeping with authenticity which is what we wanted from the beginning, and we aim to protect that.  

Ayurveda has been practiced in South Asia for centuries. How do you explain its benefits to someone unfamiliar with it?

• Niki: It's the knowledge of life, a holistic science that believes in tackling the root of a problem with herbs and plant medicine where the mind, body are one unit, and usually what we eat, we apply as beauty products. It's a natural way of life, the sister science to yoga from vedanta, the ancient wisdom of India that many doctors follow to treat illnesses.
•  Akash: I always start to teach those who are unfamiliar on how to pronounce Ayurveda (ai·yr·vay·duh). Then I try to explain the existing connective part of it to what the person already does in their life, such as wanting to live in a holistic and mindful way, which is Ayurveda. 

Were there any fears or challenges in introducing Ayurvedic hair care to a Western audience?

• Niki: Not exactly fears. The main point we made sure to tackle was the scent in our HoliRoots Hair Oil during launch. This is the first product we’re introducing from the brand and understanding that Ayurvedic herbs are very potent, we formulated  our hair oil to have a fresh, floral scent that blends Indian jasmine sambac, precious red champaca flowers and an unforgettably rich, warm base of cedarwood and tonka beans, transporting you to the divine city of Madurai in India while still incorporating effective Ayurvedic ingredients like Ashwagandha and dashmool that strengthen the roots and hair follicles, and calms the scalp. 
•  Akash: A challenge for me has always been, how far do we take it? We don’t underestimate the Western audience, because they have a general understanding so it’s a balance of being detailed and educational, but not dumbing down our mission and our message. That can be quite challenging at times to make sure we get everything across and stay true to the authenticity. 

Hair oiling isn’t a common practice in many parts of the world—how have you educated consumers on its benefits? Are consumers receptive to a new method? 

• Niki: Yes they love it, they now practice with a loved one and make it a bonding ritual which is so great to see! We went big on social education and worked with influencers who were strong in educating consumers on hair oiling. We also did a lot of retail store training with a great indian head massage that showcases a relaxing ritual to enjoy! 
• Akash: We rely on education, customer testimonials, reviews, before and after and UGC. We'd rather have people share the benefits of their own experience. While educating, we try many creative ways to tell the story and method. For example, we did an animation video on how to hair oil, then we did a cartoon comic book story, similar to what my grandma used to read us and how to videos with myself and Niki showing our grandma's secret head massage techniques. We always try to have fun and be playful with it.

Fable & Mane is successful in the clean beauty space. How does the brand embody clean beauty in a way that not only "talks the talk," but truly "walks the walk"?

• Niki & Akash: At Fable & Mane, clean beauty isn’t just a promise, it’s a philosophy woven into every aspect of our brand. We prioritize ethically sourced ingredients that are not only safe and effective but also kind to the planet. Sustainability is at the heart of everything we do, from our commitment to clean formulations to our dedication to responsible sourcing. Beyond the ingredients, clean beauty for us is a mindset; one deeply rooted in Ayurveda’s holistic approach to wellness. It’s about honoring ancient traditions with modern science, ensuring that every product nurtures both hair and soul while upholding the integrity of the natural world.

Niki, you began mixing ingredients for hair care before F&M became the brand we know today. Do you remember the first combination you made? 

• Niki: Yes! It was an onion remedy for thinning hair in a base of coconut oil infused with Amla berry, curry leaves, red hibiscus flowers and fenugreek which I would roast on low heat in a cast iron pan and soak Amla berries overnight for the juice. I would strain it in the morning and then apply it to my roots. It worked wonders.

Have any of the current F&M products derived from that original mixture?

• Niki: Yes, it was the ingredient inspiration of our best selling hair oil, HoliRoots Hair Oil,  and our first styling product, Moisturizing Volume Spray that lifts at the root and gives body and bounce for fuller-looking hair.

Akash, you spend a lot of your time traveling as a wildlife conservationist. What sparked this interest? How does this perspective enrich your work as a founder? 

• Akash: My passion for wildlife began in childhood—I was captivated by nature and driven by a deep desire to protect animals, regardless of species. From my teenage years, I immersed myself in conservation efforts, learning, exploring, and working alongside organizations dedicated to protecting our planet’s biodiversity. Now, in my 30s, I’m fully committing myself to this cause, using my platform to make a tangible impact. At Fable & Mane, tiger conservation isn’t just an initiative—it’s part of our brand’s DNA. Through the Fable Fund, we champion human-wildlife coexistence by investing in local communities, educating on a global scale, and supporting sustainable conservation solutions. This mission fuels everything we do, ensuring that beauty and purpose go hand in hand.

You also host the Founded Beauty podcast. What do you find have been the most prevalent topics coming up in the beauty space as of late? 

• Akash: I’ve had the privilege of hosting Founded Beauty and speaking with nearly 250 guests, and while the podcast is currently on pause, one of the most recurring and profound themes has been the conversation around loneliness and mental health. Founders shared the challenges of navigating the beauty industry in isolation, highlighting the importance of collaboration over competition. There’s a growing need for genuine support and community in this space, and that, above all, has been my biggest takeaway from these conversations.

As founders, where do you derive your inspiration from? (books, podcasts, music, etc.)

• Niki: I'm an avid reader, and love podcasts too. I draw a lot of inspiration from India, the culturally rich spiritual side and colors, fabrics especially food it inspires a lot of our textures. Creativity comes from time spent with nature, when you retreat you see more clearly and ideas just flow!
• Akash: I’m quite the opposite of Niki, my inspiration comes from conversations from close friends and family. I'm not really one that reads a lot or relies on social media and podcasts. I  like to gain inspiration through connecting with others and tend to be curious about one's journey in life.

If you were both stranded on an island and could only take one Fable & Mane product with you, which would you choose and why?

• Niki: Tough one! I will have to say our new Shine Hair Mask is my holi grail. It revitalizes dull hair, boosts radiance, enhances color and tames frizz. It also has a warm, comforting chai-scent.‍
• Akash: For me, it would have to be our HoliRoots Hair Oil. It’s such a versatile product in its essence, but it brings me comfort as it reminds me of my grandmother, and the scent is a journey to India. So it's not just a high performing product, but there’s an emotional story attached so I can’t leave home without it.