Four years after its launch, skincare brand Foxtale has appointed Shah Rukh Khan as brand ambassador across its serum, moisturiser, sunscreen and face mask categories, alongside a new brand philosophy – ‘Let Your Glow Through’.
The philosophy builds on Foxtale’s existing approach to skincare, which centres on addressing the root cause of skin concerns rather than just treating symptoms on the surface. The brand frames this as being about helping consumers uncover what’s already theirs, rather than pushing them toward a different version of themselves.
Foxtale said the shift comes at a time when consumers face mounting pressure to constantly do more, look different and keep changing, with ‘Let Your Glow Through’ aiming to redirect focus toward what genuinely matters.
Shah Rukh Khan joins the brand as it enters this next phase, with Foxtale citing his association with confidence, authenticity and substance as aligned with the philosophy’s core values.
Romita Mazumdar, Founder and CEO, Foxtale, said the brand has always believed lasting results come from addressing the source, not the surface, and that Khan felt like a natural fit – someone audiences have connected with not just for his image, but for who he is.
