Fable & Mane’s first global hair campaign celebrates South Asian culture

By Amanda Pauley | Published: 18-Jan-2023

The editorial shoot for its new styling product highlights South Asian diversity and the benefits of Ayurvedic treatment hair oiling

Fable & Mane is celebrating South Asian culture and the company’s Ayurveda roots in its first-ever global hair care campaign.  

The brand’s shoot for new styling product – MahaMane Smooth & Shine Hair Oil – is all about South Asian representation and the power of hair oiling. 

The Ayurvedic beauty treatment involves massaging oil into the scalp as a weekly, pre-wash treatment to encourage longer, stronger hair. 

The campaign imagery features people of South Asian descent, including influencer Janice Joostema, actor Zara Naeem and poet Praveena Tharmathas.

It is also a family affair, with Fable & Mane’s sibling co-founders, Akash and Nikita Mehta, and their mother Chetna included.

“Growing up, I rarely saw South Asian beauty represented globally,” said Akash. 

“Our brand is truly deeply rooted in South Asian beauty rituals and incredible India.

“We want to continue… to be a platform for celebrating our heritage. 

He added: “For the launch of MahaMane, we wanted to celebrate the diversity of South Asians.

“We have different hair types, textures and colours.”

Fable & Mane’s first global hair campaign celebrates South Asian culture
The brand unveiled the campaign on Instagram and revealed Chetna as its Global Ambassador. 

“Mum, this one's for you. Light. Bright. Full of might,” the post said.  

“We are so proud to have you as the star of our first-ever campaign. 

“It is a true joy to see you shine so brightly the way you do.

“There is no one else we would rather have to present our MahaMane Smooth & Shine Hair Oil.” 

Fable & Mane wants to make it one of the top five hair oils sold at beauty retailer Sephora.  

The campaign was photographed by Hanna Hollier. 

What is Fable & Mane’s story? 

Fable & Mane was founded in 2020 during the Covid-19 pandemic.

The brand blends plant-based ingredients with ancient Indian rituals.

Its hair oils, masks, shampoos and conditioners are informed by the ancient practice of hair oiling in India.

Akash Mehta also has roots in the beauty industry.

He previously worked as a digital manager at Parfums Christian Dior and Estée Lauder. 

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