Fable & Mane brought Ayurvedic hair oiling rituals from India to Sephora, with British-Indian sibling founders whose lived heritage makes the cultural storytelling credible rather than appropriative.
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See all ads on AdLibrary →Fable & Mane is a New York-based Ayurvedic hair care brand founded in April 2020 by British-Indian siblings Akash Mehta and Nikita Mehta. Rooted in South Asian hair rituals and natural ingredients, the brand's HoliRoots Hair Oil became a Sephora and Ulta bestseller through culturally authentic storytelling. Also searched as Fable.
Fable & Mane's ads draw on the founders' genuine South Asian hair ritual heritage — weekly hair oiling, grandmother's recipes, Indian botanical ingredients — to create a cultural story that resonates both within the diaspora and among curious mainstream consumers. Browse Fable & Mane ads on AdLibrary. Hair oil as a ritual, not just a product, is the dominant creative concept.
Instagram is the primary channel, where richly visual hair ritual content — golden oils, botanical ingredients, Indian motifs — performs strongly. South Asian and multicultural beauty creator partnerships drive authentic UGC. Facebook retargets hair care and Sephora interest audiences with product education content. Sephora and Ulta co-marketing amplifies retail launch moments.
Copy themes: 'rooted in ritual,' 'ancient Indian hair wisdom, modern formula,' ingredient provenance (ashwagandha, amla, brahmi). The sibling founders' backstory features prominently. Hair oiling ritual education — how to use, when to apply, the cultural significance — is top-of-funnel content that converts hair care newcomers to the ritual. Scalp health outcomes anchor lower-funnel copy.
Fable & Mane shows that cultural beauty rituals underserved by mainstream beauty brands represent significant market opportunity when approached by authentic insiders. The sibling founders' lived heritage creates an origin story that press, buyers, and consumers respond to because it's real. Heritage brands that are founded by cultural insiders, not outsiders capitalizing on trends, build deeper loyalty and earn media coverage others pay for.
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