Foxtale has appointed Shah Rukh Khan as its brand ambassador for its serum, moisturiser, sunscreen and face mask categories, while unveiling its new brand philosophy, ‘Let Your Glow Through’.
The partnership comes four years after Foxtale’s launch, with the skincare brand claiming a community of more than 10 million consumers. The brand says its products are developed with a focus on science-backed formulations designed for Indian skin and climate.
The new philosophy builds on Foxtale’s approach of addressing skin concerns at their source rather than focusing only on surface-level fixes. Through ‘Let Your Glow Through’, the brand aims to position skincare as a way of bringing out what is already inherent rather than adding to or altering one’s appearance.
Shah Rukh Khan’s association with the brand is being positioned around themes of confidence, authenticity and substance, which Foxtale says align with the philosophy behind the new campaign.
Speaking on the announcement, Romita Mazumdar, Founder and CEO of Foxtale, said, “Everything we’ve built at Foxtale has started with one belief: that lasting results come from understanding the source, not simply treating the surface. ‘Let Your Glow Through’ is an extension of that belief. And it will continue to be the philosophy that will guide everything going forward. Shah Rukh Khan felt like a natural partner because he represents the same idea. Across decades, what people have connected with has never just been what they see, but who he is. We're delighted to have him join us as we take Foxtale into its next chapter.”
Foxtale operates across skincare, body care, lip care and fragrance, and says it develops products based on consumer insights, science and the needs of Indian skin and climate. The new philosophy and Khan’s appointment mark the brand’s latest move as it builds its presence in India’s beauty and personal care market.
