For Nikita Mehta, Ayurvedic beauty is a family business.
Growing up in a British-Indian household, Mehta interacted with Ayurveda, an alternative medicine system with historical roots in the Indian subcontinent, through his mother and grandparents. Meanwhile, his father worked in the beauty industry as a fragrance entrepreneur. Despite not initially planning to work in beauty, Mehta now sees the value in his exposure to the industry through his father. In early 2020, Mehta launched Fable & Mane, an Ayurvedic-inspired hair-care brand, with his sister Akash Mehta. It debuted out of SOS Beauty, an incubator behind brands like Summer Fridays, Ouai, Patrick Ta Beauty and Shani Darden Skincare.
Fable & Mane sells shampoo, conditioner, an oil mist and a scalp scrub, among other products. Products are priced $16-$49 and sold through Sephora and Fable & Mane's e-commerce site.
"At the same time [of our launch], there was no representation in the industry like us. We went to Sephora, and there was no Ayurvedic hair brand," Mehta said. "With Ayurveda products, [the issue] is that they smell. But we're all busy and going out, so I wanted [to introduce] something that smells great and performs."
On the latest episode of the Glossy Podcast, Mehta spoke with Priya Rao about building the brand, unexpected viral moments on TikTok, plans for 2023, and the brand potential within the buzzy and booming hair space.