Interview | Akash Mehta of Fable & Mane

In recent years, Akash Mehta has become an influential figure in the beauty industry. His impressive career began at the age of 22 when he became the youngest manager at The Estée Lauder Companies, before making history yet again as the youngest digital manager at Dior. A member of the LVMH board, TEDx speaker, and Forbes 30 Under 30 alum, Mehta has also made significant strides as an investor, content creator, and podcast host for ‘The Founded Beauty’.

In 2020, Mehta launched Fable & Mane, a haircare brand he founded alongside his sister, Nikita Mehta. Serving as CEO, with Nikita as the Creative Director, Storyteller, and Product Visionary, the brand is inspired by their Indian heritage and the traditional hair oiling rituals they cherished during their childhood, performed by their grandmother. Fable & Mane offers a range of products including oils, shampoos, and conditioners, all steeped in Ayurvedic traditions and designed to nurture healthy hair and scalp. Committed to ethical practices, the brand emphasises clean, vegan ingredients, sustainability, and wildlife conservation, with a special focus on protecting India’s wild tigers.

We recently caught up with Mehta to talk business and all things beauty.

What inspired you to create Fable & Mane?

Our grandmother would visit us from India and massage our scalp and hair with handcrafted blends of plant oils, which are so effective for the long, thick, and lustrous hair of Indian women. It was a haircare experience unlike any other. The method she used had a particular focus on the crown chakra to alleviate stress and tension from the roots. While she massaged, she told us fantastic fables about India’s rich plant and animal kingdom. The combination of the fables and the massage eased our mind so perfectly and it was something we always looked forward to. This is how we came up with the name – Fable & Mane!

What product is the best introduction to the brand?

We always recommend beginning your Fable & Mane journey with our HoliRoots Hair Oil. If you want to take one step into our hair ritual, let it be hair oiling. The ancient Ayurvedic ritual has incredible benefits for the hair, scalp and mind – our HoliRoots Hair Oil is a lightweight pre-wash treatment that strengthens hair from the roots, hydrates and repairs strands, reduces breakage and frizz, and promotes overall scalp health. Leave in for at least five minutes before washing out, or overnight for the best results. You can use a hair turban (or even an old t-shirt!) to protect your pillows.

What has been the biggest challenge or surprise in launching Fable & Mane?

The biggest challenge in launching Fable & Mane has been balancing its modern brand identity with the traditional values that inspired it. Fable & Mane is deeply rooted in Ayurvedic principles, and we want to honour our heritage while making it accessible and appealing to a global audience. Striking this balance between cultural authenticity and contemporary branding required a lot of careful consideration and creativity.

Additionally, building a new brand during the global pandemic presented unique obstacles, from supply chain issues to adapting marketing strategies for a largely online audience.

What has been the biggest highlight?

There have been many highlights since Fable & Mane launched. One standout moment was launching in the biggest beauty retailer in the world, Sephora, as well as in our homeland, India, with Nykaa. Another was having my mum as the face of our MahaMane campaign and seeing her all over Sephora worldwide. The brand also went viral on TikTok multiple times with our HoliRoots Hair Oil, which has not only sold out many times but has frequently ranked within the top 3 ‘hair & scalp oils’ among many of our existing retailers. Moreover, our HoliRoots Hair Oil has been honoured with several awards, including Harper’s Bazaar Best Pre-Shower Treatment 2024, InStyle Beauty Editors’ Pick 2023, and Glamour Editor’s Choice Power List 2023. Additionally, Fable & Mane received the Marie Claire Sustainability Award in 2023, an achievement I’m particularly proud of.

What advice would you give to those wanting to launch their own beauty brand? 

Stay authentic to your vision. The beauty industry is highly competitive, so having a clear and unique brand identity is crucial. This includes understanding your “why” — the purpose and passion behind your brand— and letting that guide all your decisions.

Another key piece of advice is to be adaptable and resilient. Challenges will inevitably arise, whether it’s related to product development, marketing, or unforeseen external factors. Being able to pivot when necessary and learn from setbacks is critical to long-term success.

Finally, focus on building a strong community around your brand. Engage with your audience, listen to their feedback, and make them feel like they’re a part of your brand’s journey.

What’s next for Fable & Mane?

Besides expanding our product line, we are in the process of taking the Fable Fund to the next level. Niki (sister and co-founder) and I are passionate conservationists, and we launched this fund to raise awareness and support local conservation initiatives to reduce human-wildlife conflict and restore the habitat of wild tigers and big cats. Follow along the journey by following @‌fablefund!

What does your beauty routine look like?

My grooming routine is quite simple. I believe less is more, like the world of Ayurveda. I shave every day and moisturise after. I also use a brightening saffron serum because it helps with discoloration and pigmentation. Once a week, I will exfoliate and oil my hair and scalp.

What are three beauty products you cannot live without?

Ranavat Radiant Rani Brightening Saffron Serum, Live Tinted Sunscreen Stick, and Fable & Mane HoliRoots Hair Oil.

What is the biggest beauty lesson you’ve learned?

The importance of using SPF every morning to keep skin healthy, glowing, and protected. When it comes to haircare, healthy hair begins with a healthy scalp! Invest in your scalp care, whether that’s through double cleansing with shampoo, hair oiling or detoxing your scalp with a scrub once a week.

What person or brand would you love to collaborate with?

For beauty, I would love to collaborate with Sol de Janeiro as there is a lot of synergy within our brands in celebrating culture and I love the founder and team. Non-beauty related, it would be Patagonia because their mission aligns with my values.

Fable & Mane is available at fableandmane.com. In the UK, the brand can also be purchased at Selfridges and Cult Beauty, and in the US, it can be found at Sephora and Amazon.