Foxtale has appointed actor Shah Rukh Khan as its brand ambassador for its serum, moisturiser, sunscreen and face mask categories, as the four-year-old skincare brand unveils a new brand philosophy, ‘Let Your Glow Through’.

The partnership comes as Foxtale seeks to strengthen its position in India’s increasingly competitive skincare market. At the heart of the new philosophy is the brand’s long-standing proposition that skincare should address concerns at their source rather than focus only on surface-level fixes. 

The brand has rolled out a campaign featuring the actor, extending its product philosophy into a broader brand narrative. 

Khan’s appointment also marks a move to connect the brand’s science-led skincare proposition with a broader idea of confidence and authenticity. The brand positions the actor’s longevity and enduring public appeal as aligned with its belief that lasting value comes from beneath the surface rather than from constantly redefining one’s outward appearance. 

Romita Mazumdar, founder and CEO, Foxtale, said, "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."