Foxtale names Shah Rukh Khan as brand ambassador, unveils new positioning

MUMBAI: Foxtale is putting a star on its glow game. The skincare brand has appointed Shah Rukh Khan as its brand ambassador across its serum, moisturiser, sunscreen and face mask categories, while unveiling a new positioning, ‘Let Your Glow Through’, four years after its launch.

The new platform builds on Foxtale’s approach of addressing the underlying causes of skin concerns rather than focusing solely on surface-level treatment. The brand says its formulations are designed to work from the source through to the surface, making that philosophy the centrepiece of its next phase.

Khan’s appointment is being linked by the brand to qualities including confidence, authenticity and substance. Foxtale said his appeal extends beyond his on-screen image, making him a natural fit for a positioning centred on what lies beneath the surface.

“Everything we’ve built at Foxtale has started with one belief: that lasting results come from understanding the source, not simply treating the surface,” said Romita Mazumdar, Founder and CEO, Foxtale. She added that ‘Let Your Glow Through’ would guide the brand going forward.

Founded four years ago, Foxtale says it has built a consumer base of more than 10 million since launch. The brand currently operates across skincare, body care, lip care and fragrance, with products positioned around Indian skin and climate.

Its product development has also drawn on the experiences and stories of more than 3,000 women, according to the brand. Foxtale currently has more than 30 SKUs across its categories.

With Khan now fronting its key skincare categories, Foxtale is using its new positioning to shift the conversation from simply treating visible skin concerns to understanding what causes them in the first place.