Mumbai: Foxtale, one of India’s fastest-growing skincare brands, has announced Bollywood superstar Shah Rukh Khan as its Brand Ambassador for its serum, moisturizer, sunscreen and face mask categories, while unveiling its new brand philosophy, ‘Let Your Glow Through’.
Four years after its launch, Foxtale has built a community of more than 10 million consumers with science-backed skincare products designed specifically for Indian skin. The latest announcement marks a significant milestone for the brand as it looks to strengthen its positioning in India’s rapidly evolving beauty and skincare market.
The new philosophy, ‘Let Your Glow Through’, builds on Foxtale’s longstanding belief that effective skincare begins at the source. Instead of focusing on surface-level fixes, the brand says its formulations are designed to address the underlying causes of skin concerns and work from the source through to the surface.
Foxtale said the philosophy also reflects a broader view of beauty, centred on helping consumers uncover and enhance what is already their own rather than conforming to external expectations.
The brand’s new positioning emphasises the idea that skincare should not be about adding more products, effort or pressure, but about understanding what truly matters and allowing an individual’s natural qualities to come through.
“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,” said Romita Mazumdar, Founder and CEO of Foxtale.
Shah Rukh Khan’s association with the brand comes as Foxtale seeks to reinforce its focus on confidence, authenticity and substance. The actor’s decades-long career and public persona, the company said, align with its belief that lasting qualities are built from beneath the surface.
With its portfolio spanning skincare, body care, lip care and fragrance, Foxtale continues to expand its presence in the modern Indian beauty market. The brand says its products are developed using consumer insights, rigorous science and formulations tailored to Indian skin and climate.
With ‘Let Your Glow Through’ as the guiding philosophy for its next phase, Foxtale aims to further build its connection with consumers while strengthening its proposition around science-backed skincare and confidence rooted in authenticity
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