About Us

Focusing on the recipes passed down through generations of women, using ancient ingredients proven both historically and scientifically, our brand centers around ancestral healing and wellness. Taking our focus back to a time when women exchanged beauty secrets, recipes, knowledge, rituals, traditions, and history - a legacy passed down through generations.

Our skincare line follows the evolving body chemistry of women as we navigate through different stages of life.  From adolescent skin, which can be oily and prone to acne, to hormonal fluctuations and imbalances, and finally with the delicate and beautiful process of aging, our products support and nurture your skin every step of the way.



What started on a rustic Italian farm making fresh goats milk soap, incorporating traditional and holistic ingredients into whole body wellness, has transformed into a full product line of self care and healing rituals.

The name FABLERUNE is the intertwining of fables; a form of storytelling that acts as a moral compass of right and wrong, and runes; an ancient alphabet used for ritual guidance to gain insight into your past, present, future or towards a specific intention.

Banner Image

Our founder, Jeriel, started FABLERUNE in Oakland California. She has a degree in women's studies, is trained in aromatherapy and auravedic massage, and has a deep passion for community activism and enrichment.

Co-owner, Bobbie, is a licensed cosmetologist and trained esthetician, with a background in manufacturing and production workflow, and a focus on sustainability and renewable processes.

Both women share a passion for skincare and nourishing healthy rituals to educate and support others through their self-care journey.

More about us

Find out how we give back to the community, our commitment to staying cruelty-free, and our list of clean ingredients.

It wasn't my intention to start a "beauty brand"; it grew naturally from the need for safe products I could use during my pregnancy. That became the catalyst for creating an authentic line of products free of contradicting information. At the end of the day, we’re not a beauty brand. Our mentality is to be a wellness resource for our customers. When they reach out for help, we offer skincare support and guide them to other aspects of their overall health, whether that’s sharing a supplement brand we love or our favorite sunscreen.


I like to consider myself a recovering skincare addict...in my twenties, I was obsessed with trying new products. I was constantly searching for the magic serum or elixir to fix the self-consciousness that came with bad skin. But in all honesty, my skin couldn't handle my habit.  The more steps and products I used, the more my skin became irritated, sensitive, and reactive. It took a lot of unlearning and patience, but I finally started to listen to my body and do what worked for my skin and not focus on what was trending or the newest, hyped ingredient. I found that simplifying my routine, being intentional with the ingredients in my skincare, and adjusting my rituals to be more fluid with my body chemistry, created a balance in my skin. This balance eventually led me to a deeper sense of health and happiness. We hear so many stories about people’s struggles with skin issues; we see teenagers with acne and scarring, women who are pregnant or have a new baby and their skin is completely out of balance, and we see women who fear aging because society has taught them that it's undesirable. The incredible amount of trust that they put in us to support them through these changes is why we do what we do.


I have always been attracted to people who own themselves, who lean into the weird parts of their identity and walk with authenticity. That is so beautiful to me. Our brand and our formulas come from a deep well of traditional knowledge and then we back it up with research and testing to confirm that wisdom. I always try to honor that inner voice leading me to combine certain ingredients and then ensure that it's safe and effective for our customer. We are always learning and working towards creating better, more effective products.


Life is so full of hustle, fast paced energy, and the constant pressure to compete. To me, beauty is in the slow moments that I take care of myself, whether that's a detoxifying face mask, a warm cup of rose and hibiscus tea, or even just the act of washing my face when I get home after a long day. Beauty is clean. It's natural, it's ritual and ancestral, and it's adaptable. Our skincare line takes ancient ingredients and combines them with new elements to form a balance between history and science. Bringing things back to a more earth-focused time, trusting the ingredients that have been proven over thousands of years, tapping into beauty secrets from our ancestors and the women who came before us.


Learning to heal my own skincare issues has inspired me to share and create our products. I feel a real obligation to share holistic and healing skincare with younger generations. I struggled with cystic acne as a teenager and was told to use accutane and salicylic acid. It provided little-to-no relief and a lot of harmful side effects. Seeing natural ingredients start to heal my scars and relieve my own acne propels me forward and is the source for all of the inspiration behind our products. I really think it's time to take back ownership of the beauty narrative and create a space where we understand that our skin is ever changing and needs to be honored rather than “treated”. 


The nature-derived ingredients we source are incredibly effective and they offer your skin so much more than chemical agents. I feel like this is messaging we encounter daily. Our culture has been indoctrinated into thinking we need chemicals to be “beautiful” but oftentimes the chemicals put our skin into a spiral—disrupting our microbiome, our endocrine system, and inevitably, our self esteem.


As a business, our number one concern is supporting systems that heal. Systems that protect. Regarding sourcing and packaging, we use the less is more mindset. What can we do without? There are environmental implications for everything we use. So we ask ourselves how can we use less? We use natural ingredients derived from renewable resources and use unprocessed raw ingredients that cut down on carbon emissions and are better for the environment and our bodies. We have cut out external packaging for our bottles and offer a refill station at our warehouse. We don't use any plastic in our shipping and are working on compostable refill bags that will be available in the next year.


When we source ingredients, we only stock an amount that can be used in production within a short window since natural ingredients can have a very short shelf life. It's important that our customers are getting the freshest batch possible. We source small, we produce small, and we're constantly finding new resources for high quality ingredients. Everything at FABLERUNE is made in-house from start to finish, which is really rare these days. It's definitely not the "easy" way but it's the right way for us to maintain our standards and quality.

Sustainability is always on my mind, in every aspect of our business. Creating sustainable processes can be challenging in an industry that is the source of so much waste. We approach sustainability in phases. Firstly, we chose glass containers while offering refillable and bulk size amenities for our hotel clients and a refill station here at our warehouse. Next we removed all plastic from our shipping materials and we never include additional exterior packaging like product boxes. Lastly, we'll be offering compostable refill pouches within the next year.


I have already witnessed so much evolution in the beauty industry since we launched our skincare line. Diversity, inclusion, and a more holistic approach to skincare–I don't see these trends slowing down. People are becoming more and more conscious of what they’re exposing their bodies to and that enlightenment is propelling the industry forward. From the conception of our skincare line we sought to include the entire body into our skincare treatments. Knowing that everything is connected, how do we support all of our bodies systems while creating an effective skincare treatment? My question is always “how do we heal?” Then we go forward from there. How do we heal our skin, how do we heal our perception of beauty and belonging? How do we create a space where people feel seen and accepted and their individual skincare needs are being met with compassion? I also see the industry moving away from “perfection” and acknowledging that it doesn't matter how much money you have, or what skincare products or regimens you use. We are flawed and rather than trying to hide those flaws we need to acknowledge they exist and that you are not alone in your blemishes or struggles, there is nothing wrong with you. 


Getting rid of the idea of buying beauty products just to "try them" and then toss them in the garbage if they don't work for you. We're creating a space for our customers to find a more individual and specialized routine to better suit their skin concerns. I'd love to see a more minimalist approach to the skincare industry as a whole. Our goal is always to improve skin health with fewer products but using maximal ingredients and potency. When you buy something from us, it's important to know that we don't have perfect skin, and that we don't expect you to either. We do want to help heal your skin and we do want to be a resource for our customers.