Skincare brand Foxtale has announced Shah Rukh Khan as its new brand ambassador for its key skincare categories, marking a major milestone in the brand’s four-year journey. Alongside the partnership, Foxtale has also introduced its new brand philosophy, “Let Your Glow Through.”
The collaboration will see Shah Rukh Khan represent Foxtale’s serum, moisturiser, sunscreen and face mask categories as the brand expands its presence in India’s growing skincare market.
Rather than promoting the idea of changing one’s appearance, Foxtale says its new campaign is built around a simple belief: great skincare should help people bring out the glow they already have. The brand’s formulations are designed specifically for Indian skin and climate, focusing on treating concerns from their source rather than offering surface-level solutions.
Speaking about the announcement, Romita Mazumdar, Founder and CEO of Foxtale, said the new philosophy reflects the belief the company was built on – understanding the root cause of skin concerns to deliver lasting results. She added that Shah Rukh Khan felt like the natural choice because audiences have connected with him for his authenticity and enduring appeal for decades.
The fact that Foxtale is now linked to Shah Rukh Khan also marks a new phase for the brand, which has grown into a community of over 10 million consumers since its launch. It now offers a range of products across skincare, body care, lip care, and fragrance, with a strong focus on science-based formulations.
The ‘Let Your Glow Through’ campaign will be introduced across Foxtale’s branding and product communication, with a message focused on confidence, authenticity, and healthy skin.