Fable and Mane
Fable & Mane is a privately held, direct-to-consumer hair care brand founded in 2019, selling Ayurvedic-inspired oils, wash care, and fragrance products to consumers in the US and UK markets.
- Company typePrivate
- Founded2019
- HeadquartersLondon, United Kingdom
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What Fable and Mane does
Fable & Mane is a privately held direct-to-consumer hair care brand founded in 2019 in London by siblings Akash Mehta and Nikita Mehta, and incorporated in the United States as Akita Brands, INC. The company sells Ayurvedic-inspired hair and body products through its owned e-commerce storefront (fableandmane.com) with a separate international storefront (intl.fableandmane.com) serving the UK market, supplemented by select physical retail stockists. The product portfolio is anchored by the award-winning HoliRoots Hair Oil, a pre-wash scalp and hair oil positioned as the hero ritual product, and extends into wash care (shampoo, conditioner, leave-in conditioner, hair mask), three India-inspired hair and body fragrance mists, styling products, and a range of travel and discovery sets priced between $27 and $54.
The brand's core technology centers on Ayurvedic-inspired formulations rather than patented chemical processes, with the proprietary HoliRoots Hair Oil formulation serving as the foundational anchor of a ritual-based hair care narrative. Revenue is generated almost entirely through one-time direct product sales via the DTC storefront. Marketing relies on a multi-channel approach: celebrity ambassadors (Bollywood star Kareena Kapoor Khan as Global Ambassador from March 2025 and actress Maitreyi Ramakrishnan as face of the 2026 global campaign), influencer partnerships, Instagram social media, the Mane Monocle content blog, a Hair Quiz conversion funnel offering 15% off, and the Tiger Tribe community and rewards loyalty program. The company has not disclosed any external institutional funding, private equity, or venture capital investment; ownership remains concentrated with the founding Mehta siblings, and the brand has 11-50 employees.
Fable and Mane firmographics
Firmographics- Name
- Fable and Mane
- Legal name
- Akita Brands, INC
- Website
- https://fableandmane.com
- Company type
- Private
- Founded year
- 2019
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Fable & Mane is a privately held, direct-to-consumer hair care brand founded in 2019, selling Ayurvedic-inspired oils, wash care, and fragrance products to consumers in the US and UK markets.
- Ownership category
- akta.pro rank
Fable and Mane industry classification
Industry- Product category
- Hair Care
- NAICS
- Cosmetics, Beauty Supplies, and Perfume Retailers (456120), Cosmetics, Beauty Supplies, and Perfume Retailers (45612)
- SIC
- Perfumes, Cosmetics & Other Toilet Preparations (2844)
- akta.pro primary industry
- Shampoo & Scalp Cleansers (CRABABAA)
- akta.pro secondary industries
- Conditioners & Hair Masks (CRABABAB), Hair Fragrance & Finishing (Mists, Shine, Anti-frizz) (CRABABAM), Hair Styling Tools (Dryers, Straighteners, Curlers) (CRABAKAF)
Keywords
Where Fable and Mane is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Markets served
Fable and Mane business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Operations, Supply Chain, Marketing or Sales, Personnel, Technology or R&D
Revenue model
- Direct Product Sales: Fable & Mane generates revenue through direct-to-consumer sales of hair care products including hair oils, wash care, styling products, fragrance mists, and travel sets. The brand operates its own e-commerce storefront with pricing ranging from $27-$54 for most products.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Hair & Scalp Oils - Hero Products |
| Unit Pricing | Pay-as-you-go | Hair & Body Fragrance Mists |
| Unit Pricing | Pay-as-you-go | Wash Care Products |
| Unit Pricing | Pay-as-you-go | Deep Treatments |
| Unit Pricing | Pay-as-you-go | Travel & Discovery Sets |
| Unit Pricing | Pay-as-you-go | Bundles & Gift Sets |
Go-to-market motion2 records
Distribution channels2 records
Marketing channels6 records
Fable and Mane product offering
Product offeringCore offering
Fable & Mane is a direct-to-consumer hair care brand that develops and sells Ayurvedic-inspired hair products, including their flagship HoliRoots™ Hair Oil, alongside wash care items (shampoos, conditioners, leave-in treatments, masks), fragrance mists, styling products, and travel/discovery sets. The brand is positioned around traditional Indian hair oiling rituals and sells primarily through its own e-commerce storefront (fableandmane.com and intl.fableandmane.com for the UK).
Product overview
Fable & Mane is a direct-to-consumer hair care brand founded by siblings Akash & Niki Mehta, built on Ayurvedic Indian hair traditions. The product portfolio centers on the award-winning HoliRoots Hair Oil as the hero pre-wash treatment, supported by wash care products (shampoos, conditioners, leave-in conditioners, hair masks), styling offerings, and fragrance mists inspired by Indian cities (Madurai Jasmine, Kerala Coconut, Jaipur Rose). The brand also offers travel-sized sets, bundled discovery kits, and accessories. Products are organized into categories: Hair & Scalp Oils (strengthen and shine), Wash Care (cleanse, hydrate, repair), Styling (volumize, protect, smooth), and Sets & Bundles for gifting and discovery.
Differentiator
Problem solved
Functional benefit
Products and services
- HoliRoots™ Hair Oil
Quantifiable outcome
- HoliRoots Hair Oil has received the 'Best of Beauty' award
- +1 more outcomes
Companies that use Fable and Mane
Customer profileNamed customers2 records
Segments2 records
Ideal customer profiles2 records
Fable and Mane technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature1 record
Fable and Mane partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered core.
- Maitreyi RamakrishnancoreIndian actress Maitreyi Ramakrishnan serves as the face of Fable & Mane's 2026 global campaign. The campaign highlights traditional Ayurvedic practices and was filmed in India, marking her first visit to Mumbai. Ramakrishnan emphasizes the importance of heritage and traditional wellness practices.
- Kareena Kapoor KhancoreBollywood star Kareena Kapoor Khan named Global Ambassador for Fable & Mane in March 2025. This partnership leverages her significant influence in the Indian entertainment industry to elevate brand awareness and credibility within the South Asian market and diaspora communities globally.
Scale indicators2 records
Recent moves6 records
Expansion highlights6 records
Fable and Mane competitors and assessment
Company assessmentDirect peers
- Rahua: Rahua is a clean, natural, Amazonian-heritage haircare brand with premium oils, shampoos, and conditioners sold through DTC and prestige retail—overlapping heritage-ritual positioning and clean-ingredient narrative with Fable & Mane.
- Pattern Beauty: Pattern Beauty, founded by Tracee Ellis Ross, targets textured and multicultural hair with culturally-rooted storytelling—a peer comparable to Fable & Mane's South Asian heritage positioning and focus on underserved hair-care rituals.
- Ouai: Ouai is a celebrity-founded (Jen Atkin) premium haircare brand selling shampoos, conditioners, treatments, and fragrance mists through DTC and prestige retail—a near-identical product architecture and price band to Fable & Mane.
- Innersense Organic Beauty: Innersense is a clean, plant-based haircare brand with similar Ayurvedic and heritage-leaning positioning, premium price points, and a salon-professional plus DTC distribution model directly overlapping Fable & Mane's target consumer.
- Crown Affair: Crown Affair is a premium DTC haircare brand offering oil, shampoo, conditioner, mask, and styling products with a ritual-focused brand voice—closely mirroring Fable & Mane's product mix and premium DTC positioning.
- Briogeo: Briogeo is a DTC hair care brand explicitly cited in Fable & Mane's own data as a competitor. Both target the natural, clean, wellness-oriented haircare consumer with premium pricing and ritual-based product stories.
Emerging players
- K18: K18 is a biotech-leaning haircare brand that has scaled rapidly in prestige and salon channels; comparable as a premium treatment-driven brand competing for the same mid-to-high-ticket haircare consumer wallet.
- act + acre: act + acre is a cold-pressed scalp oil and haircare brand with a wellness/ritual positioning that overlaps Fable & Mane's HoliRoots hero oil narrative and clean-ingredient story.
- Sachajuan: Sachajuan is a Scandinavian heritage hair-care brand selling premium shampoos, conditioners, masks, and styling products through salon and DTC—comparable price points, product structure, and prestige positioning.
Broad incumbents
- Moroccanoil: Moroccanoil pioneered the haircare-as-lifestyle oil category and remains a global incumbent with salon distribution. Comparable because it sells hero treatment oils plus shampoo, conditioner, masks, and fragrance/body mists at similar price points.
Market position
Strengths4 records
Weaknesses5 records
Competitive moat2 records
Key risks6 records
Key highlights6 records
Customer concentration
Fable and Mane social profiles
Digital presenceFable and Mane financial estimates
Financial estimateRevenue estimate
Valuation estimate
Fable and Mane leadership team
Management profileNumber of profiles
Profiles4 records
Fable and Mane funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Fable and Mane M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Fable and Mane
What does Fable and Mane do?
Fable & Mane is a direct-to-consumer hair care brand that develops and sells Ayurvedic-inspired hair products, including their flagship HoliRoots™ Hair Oil, alongside wash care items (shampoos, conditioners, leave-in treatments, masks), fragrance mists, styling products, and travel/discovery sets. The brand is positioned around traditional Indian hair oiling rituals and sells primarily through its own e-commerce storefront (fableandmane.com and intl.fableandmane.com for the UK).
Is Fable and Mane a public or private company?
Fable and Mane is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Fable and Mane founded?
Fable and Mane was founded in 2019. It employs 11 to 50 people.
Where is Fable and Mane based?
Fable and Mane is headquartered in London, United Kingdom, in the Europe region.
How does Fable and Mane make money?
One revenue line is on record: direct Product Sales.
Who are Fable and Mane's main competitors?
Direct peers on record are Rahua, Pattern Beauty, Ouai, Innersense Organic Beauty, Crown Affair and Briogeo. Emerging players are K18, act + acre and Sachajuan. Moroccanoil is listed as a broad incumbent.
Does Fable and Mane have an API?
No public API is recorded for Fable and Mane.
What industry is Fable and Mane in?
Fable and Mane's product category is Hair Care. Its primary akta.pro industry code is CRABABAA, Shampoo & Scalp Cleansers, with a secondary code of CRABABAB, Conditioners & Hair Masks. Its NAICS code is 456120 and its SIC code is 2844.