UK and US – Fable & Mane is a new haircare brand bringing plant-based ingredients and ancient rituals to modern consumers.
Its HoliRoots product range – a portmanteau of ‘holistic’ and ‘roots’ – combines herbs, spices, Ayurvedic roots and aromatherapy-led fragrances. With a focus on the ritualistic aspect of haircare, the debut range includes hair oil, shampoo, conditioner and hair mask, informed by the ancient practice of hair oiling in India.
Launched at a time when consumers are particularly conscious of their daily health and wellbeing routines, Fable & Mane is focusing on native practices as part of a holistic approach to wellness. Akash Mehta, co-founder, says: ‘We are healthy when we are connected yet the beauty industry has come so far away from its roots, leaving us in a rat race to do everything to live longer but not live better.’
Globally, brands like Fable & Mane are increasingly taking ownership of heritage through the revival of ancestral beauty rituals and native ingredients.