Toronto-based haircare brand Fable & Mane has named Canadian actress and activist Maitreyi Ramakrishnan as the face of its 2026 global campaign, a move that positions the company to anchor its next phase of brand storytelling around heritage, ritual and international reach.
The campaign, titled Where All Rituals Begin: From Ancient Lands to Modern Hands, will be filmed entirely in India and centres on the origins of Fable & Mane’s HoliRoots Hair Oil, according to the company. The announcement signals a strategic alignment between the brand and a globally recognized Canadian actor with strong cultural and social visibility.
Campaign focus and production
Fable & Mane said the campaign film will follow Ramakrishnan as she gathers herbs central to the brand’s products, presenting what the company describes as its origin story rooted in tradition and nature. The film will be narrated by Ramakrishnan and is designed as a visual journey connecting ancient practices to modern haircare routines.
“I grew up with my great-grandmother, grandmother, and mother caring for my hair, a weekly tradition of hair oil carefully made with herbs and a lot of love. Today, in my busy life, Fable & Mane is a part of that personal care in my life. It also deeply matters to me that Akash shares my commitment to showcasing the power of Ayurveda in beauty and self-care. This campaign is a love song to nature’s gifts to human wellbeing,” Ramakrishnan said in the release.
The company said the campaign video invites viewers to experience where “ancient lands meet modern hands,” framing haircare rituals as part of contemporary personal care practices.
Brand leadership and strategy
Akash Mehta, chief executive officer and co-founder of Fable & Mane, said the partnership with Ramakrishnan reflects a longer relationship that has evolved over time.
“It’s an honour to welcome Maitreyi as part of the Fable & Mane family. What started as an organic friendship grew into her becoming our first Fablemaker with The Fable Fund, and now this moment feels truly full circle. Maitreyi embodies the spirit and purpose behind everything we do at Fable & Mane, and there’s no one better to help us lead this next chapter,” Mehta said.
The company described Ramakrishnan’s role as extending beyond campaign talent, tying her involvement to prior initiatives connected to the brand.
Positioning and values
Fable & Mane said the campaign reinforces its focus on mindful beauty and personal care framed as wellness. The company positions its products as inspired by Ayurvedic traditions and passed-down rituals, which it aims to reinterpret for modern consumers.
The brand stated that the campaign emphasizes the rituals and natural ingredients behind HoliRoots Hair Oil and highlights storytelling as a central component of its business approach.
About the campaign figure
Ramakrishnan has been recognized for her work in film and television as well as for her advocacy. She was named to the TIME100 Next list in 2021 and appeared on the New York Times’ 2020 list of best actors. She is best known for her lead role in Netflix’s series Never Have I Ever and has appeared in films described by the company as globally acclaimed.
The release also notes that Ramakrishnan was named to the Forbes 30 Under 30 list in 2024 and is active in advocating for public education, gender rights and inclusion.
Company background
Fable & Mane describes itself as a modern haircare brand rooted in Ayurvedic tradition, producing haircare products that combine natural ingredients, ritual-based practices and contemporary formulation. The company frames its offerings around storytelling and multi-generational hair rituals.
Fable & Mane products are available at Sephora Canada, according to the release.
The company said the 2026 global campaign represents the next chapter in its brand development, with Ramakrishnan serving as the central figure connecting its cultural origins to its global ambitions.
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