In the second episode of the Conversations in Commerce series, THG Ingenuity CEO Richard Ward sits down with CEO and co-founder of Ayurveda-inspired hair wellness brand Fable & Mane, Akash Mehta, as they explore:

• The genesis of Fable & Mane, from memories of Akash's grandmother's hair rituals to partnering with Sephora.
• Why Fable & Mane don't invest in ads as much as other brands do.
• How Akash stays agile when making day-to-day business decisions.
• Why storytelling is integral to building a brand that resonates with consumers.
• What advice Akash would give to a new brand entering the beauty market.