Ayurveda is bringing time-honoured traditions to the beauty industry, marking a global interest in holistic wellness and ancient science.
Akash Mehta, founder of Fable & Mane to see how it all began.
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How do you combine ancient Ayurvedic wisdom with modern scientific research?
At Fable & Mane, we celebrate Ayurveda’s rich heritage by grounding our products in its holistic principles and combining that with modern science to create effective products. We use time-tested ingredients like ashwagandha and dashmool, paired with scientifically backed formulations to ensure the products meet modern efficacy standards. It’s about honoring the past while innovating for the future.
What are some common misconceptions about Ayurveda?
One common misconception is that Ayurveda is outdated or incompatible with today’s fast-paced lifestyles. We’ve shown that Ayurvedic rituals can be simplified and seamlessly integrated into daily routines. People may also assume it’s purely medicinal, but we’ve redefined it as a self-care experience — luxurious, indulgent in fragrance, and deeply nourishing.
How has your family’s heritage and knowledge of Ayurvedic hair care influenced the brand?
Growing up, our family rituals revolved around the tradition of hair oiling, a practice passed down from our grandmother. It wasn’t just about hair care; it was a bonding moment filled with intention. That philosophy inspired us to create a brand that embodies these personal, cultural stories and share them with the world, making Ayurvedic wisdom accessible to everyone.
How did you bridge the gap between ancient wisdom and modern consumer preferences?
We recognized the need for products that resonate with today’s consumers — beautiful packaging, simple to use products, and visible results. By distilling the essence of Ayurvedic rituals into products like our best-selling HoliRoots Pre-Wash Hair Oil, we’ve created a bridge that respects tradition while appealing to modern sensibilities.
Favourite product created by you and the story behind it?
It has to be the HoliRoots Hair Oil — the product that started it all. It was inspired by my grandmother’s ritual of oiling Nikita’s and my hair whenever she came to visit. This oil represents more than just hair care; it’s a celebration of our roots, both literally and figuratively. Creating it felt like bottling a piece of my childhood and sharing it with the world.
What Ayurvedic practices or remedies have you found most beneficial?
Hair oiling stands out as the most transformative practice. It not only nourishes the scalp and promotes healthier hair but also serves as a meditative experience.
Mira Kulkarni, Forest Essentials
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How do you combine ancient Ayurvedic wisdom with modern scientific research?
Combining traditional Ayurvedic ingredients with modern actives can be a powerful approach to skincare and wellness. By incorporating modern actives, such as scientifically proven antioxidants or peptides into Ayurvedic formulations, we have been able to harness the efficacy of traditional Ayurvedic recipes and address specific skincare concerns with the infusion of these high-performance actives, a rare amalgamation in today’s evolving beauty landscape. For instance, Ayurvedic ingredients like saffron, licorice, and ashwagandha are known for their potent regenerative and antioxidant properties however, when paired with scientifically advanced actives such as hyaluronic acid, ceramides, or peptides, these ingredients can penetrate deeper layers of the skin and deliver targeted results. We believe this balanced interplay creates a skincare experience that is truly transformative, combining the traditional essence of Ayurveda with the proven efficacy of modern formulations.
How did your personal experience with Ayurveda led to the creation of Forest Essentials?
I have always believed there has to be a simplicity to beauty and that still remains. Growing up in an Indian household, in a country steeped in culture and heritage, one starts their beauty journey with traditional skincare—secrets our mothers and grandmothers have sworn by for generations. Every few days, they would whip up a nourishing face mask or moisturizing cream with ingredients in our kitchen—besan (chickpea flour), kesar (saffron), ghee (clarified butter),
and almonds; ingredients to which Indian women have contributed their bright, shining eyes, lustrous hair, and supple skin for centuries. They would even make their own kajal, using the soot from diyas (oil lamps made from clay or mud with cotton wicks dipped in oil), we lit at home, the ash emphasizing their eyes and also cooling and brightening them with regular use. While growing up, I was exposed to a lifestyle where the use of natural products for skin and Hair was a part of it. We applied ubtans (powdered natural scrubs that are regarded as one of the most efficacious Ayurvedic recipes) to wash our faces, with milk or yoghurt, and our hair was regularly massaged with oils that were prepared at home with fresh herbs and roots and simmered over a slow fire. I have seen, firsthand, the benefits of natural ingredients and ancient practices: it never occurred to me that skincare could be another way.
What are some common misconceptions about Ayurveda that you’ve dispelled?
Ayurveda’s perception from being medicinal, clinical and as an alternative remedy has transitioned to a celebrated science of effective beauty today. Consumers are recognising its 4. 5. efficacy and value it for having a holistic approach towards beauty that harmonizes the mind, body and soul. Forest Essentials, by combining Ayurveda with luxurious, modern aesthetics has helped in bridging this gap between heritage and contemporary branding. This is particularly important for today’s consumer who is drawn to products that feel both authentic and aspirational. I think if I reflect on what could possibly be the biggest achievement is the fact that We created a completely new segment in the market. There were no high quality premium Ayurvedic skincare products in 2000, and the perception was that the ones that were available, were mass-produced and of poor quality. Forest Essentials started the first Luxury Ayurveda range of products in India. A common misconception is also that Ayurvedic products or Ayurveda in general are slow and out of touch. However, Ayurvedic products and practices guarantee long-term results that are more sustainable compared to the chemical counterparts in the market. Our newly launched Night & Day serums are perfect examples that are crafted with Ayurvedic activities & amplified with advanced technologies that deliver transformative results within 24 hours, while keeping to natural and holistic beauty parameters.
How did you bridge the gap between ancient wisdom and modern consumer preferences?
A first of its kind, Forest Essentials appeared as a trailblazer in 2000, merging traditional Ayurvedic practices with luxury aesthetics. The vision was to create a brand that not only celebrated India’s rich heritage of natural skincare but also delivered tangible, effective results. Forest Essentials exemplified innovation and creativity by transforming ancient principles into a modern upscale experience. Amidst a surge of beauty brands, our difference remains in the fact that we have been the original luxury Ayurveda brand to bring in a revolutionary change in the marketplace. With a legacy of creating unique handmade products using traditional formulations to keep them pure, fresh, seasonal and at their most desirable, Forest Essentials has elevated traditional Ayurvedic practices to a new level of sophistication and indulgence, lending to an extremely loyal consumer base that is continually growing. Our conceptualization and execution of Luxury Ayurveda has perfectly bridged the gap between ancient wisdom and the preferences of today’s consumer.
Favourite product created by you and the story behind it?
One of our star products has to be the iconic Soundarya Radiance Cream SPF 25 that is infused with pure 24 karat Gold, potent Ayurvedic ingredients and high-performance actives to firm, illuminate, and smoothen the skin. What makes it special is that it is made using the time-honoured process of ‘Shata Dauta Ghrita’- literally translating to 100 washes of Ghee. This is a laborious preparation that involves one hundred clockwise hand rotations of a copper bowl that is pressed into a blend of fresh Cow’s Ghee and water. This process enriches the Ghee with the metal’s innate therapeutic properties.6. 7. 8. Additionally, the infusion of pure 24 karat gold Bhasma in this cream – a fine herb enriched Gold Ash with deep penetrative, antioxidant and age-defying properties makes It stands out. The benefits of Gold have been recognized for thousands of years in Ayurveda, for its beautifying and healing properties. It is also known as “The Key to Youth”.
What Ayurvedic practices or remedies have you found most beneficial?
Apart from the golden rules and the 80/20 rule of Ayurveda, there are so many lesser-known secrets or practices such as Oil Pulling, Nasya Therapy Tongue scraping along with a Seasonal Detox known as Ritucharya. I find the 3-hour interval practice very useful, wherein Ayurveda recognizes specific energies during different parts of the day, for instance, 6-10 am is Kapha time, ideal for exercise and light meals.
Can you elaborate on the key Ayurvedic principles that form the foundation of your product formulations?
Forest Essentials was inspired by a passion for Ayurveda to create products that are deeply entrenched in tradition, while being enhanced by innovation, just the way Ayurveda was always intended to be. The USP of Forest Essentials really is its purity and authenticity, so if you keep that as a cornerstone as you add to any range, it permeates through and sets you apart. The brand follows the fundamental principle of pure, fresh, seasonal and sensorial. Each product adheres to the highest standards of purity, authenticity, and quality. From raw cane sugar to our steam distilled pure oils, everything is made in the traditionally old-fashioned way, according to ancient tenets.
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