Foxtale has appointed Shah Rukh Khan as its brand ambassador across serum, moisturiser, sunscreen and face mask, as the four-year-old skincare brand enters its next phase with a new brand philosophy, ‘Let Your Glow Through’.
Four years after its launch, Foxtale has grown into one of India’s fastest-growing skincare brands, building a community of more than 10 million consumers through science-backed skincare for Indian skin. Its portfolio spans skincare, body care, lip care and fragrance, with products built around consumer insights and science and designed for Indian skin and climate.
What is Foxtale’s ‘Let Your Glow Through’ philosophy?
The new philosophy is rooted in Foxtale’s belief that effective skincare starts at the source. Instead of focusing only on surface-level fixes, the brand says it aims to understand the root of skin concerns and develop formulations that work from source to surface.
‘Let Your Glow Through’ reflects the belief that skincare should help consumers uncover what is already theirs, rather than push them to become or look different. The brand says its formulations aim to let consumers’ natural glow come through rather than create it.
Why has Foxtale partnered with Shah Rukh Khan?
The brand says Khan represents confidence built over time, authenticity and substance—qualities that align with its philosophy. His association will span Foxtale’s serum, moisturiser, sunscreen and face mask categories.
Romita Mazumdar, founder and CEO of Foxtale, said the company has always believed that lasting results come from understanding the source rather than simply treating the surface. She described ‘Let Your Glow Through’ as an extension of that belief and said it will guide the brand going forward.
Mazumdar also said Khan felt like a natural partner because he represents the same idea. She said people have connected with him across decades for more than what they see.
Foxtale’s positioning places its science-backed approach at the centre of its next chapter. The brand says its products are developed specifically around Indian skin and environmental conditions, encouraging consumers to embrace their natural beauty and self-assurance.
With Shah Rukh Khan joining as brand ambassador, Foxtale is combining celebrity-led brand building with a philosophy centred on confidence, authenticity and skincare that addresses concerns from their source.
The partnership introduces a broader narrative: skincare is not about creating a different version of yourself, but allowing your existing glow to come through.
