Skincare brand Foxtale has named actor Shah Rukh Khan as its new brand ambassador across its serum, moisturiser, sunscreen and face mask categories, unveiling a new brand philosophy called ‘Let Your Glow Through’ alongside the announcement.
The four-year-old skincare brand built the new positioning around its long-standing product approach, which it calls Surface to Source, the idea that skincare should work to understand and address the root cause of a concern rather than simply treating what appears visibly on the skin. ‘Let Your Glow Through’ extends that thinking into a broader consumer message, built on the idea that people do not need to change who they are to look or feel their best.
Foxtale founder and CEO Romita Mazumdar said the brand has always believed lasting results come from understanding the source of a concern rather than repeatedly treating its surface, and that the new philosophy is a natural extension of that belief. She said Shah Rukh Khan felt like a fitting partner for the brand, noting that across his career, audiences have connected with him for who he is rather than simply how he appears.
As part of the association, Foxtale has released a series of campaign films featuring Khan. Its most recent film uses a simple metaphor to reinforce the brand’s surface-to-source message, built around the idea that the problem visible on the surface is not always the one that actually needs to be fixed.
Founded four years ago, Foxtale says it has built a consumer base of more than 10 million people, with its product development informed by insights from more than 3,000 women. The brand currently offers more than 30 products across skincare, body care, lip care and fragrance, positioned around the needs of Indian skin and climate. Alongside the campaign, the brand has also rolled out a large-scale outdoor advertising push featuring Khan across several major Indian cities.
