Cinema VinesIndian skincare brand Foxtale has announced Shah Rukh Khan as its new brand ambassador, a move that coincides with the launch of the company’s updated philosophy, “Let Your Glow Through.” The actor will represent the brand across its core product lines, including serums, moisturisers, sunscreens and face masks.
Foxtale, which debuted four years ago, has grown a community of more than 10 million consumers. The brand markets itself as a science‑backed line designed for Indian skin and climate, and the new philosophy signals a shift from surface‑level solutions to addressing the root causes of skin concerns. According to the company, the goal is to help people care for and enhance the skin they already have, rather than constantly adding new products.
Founder and CEO Romita Mazumdar said the partnership with Khan reflects the values of confidence, authenticity and substance that the brand sees in the actor. “Everything we’ve built at Foxtale has started with one belief: that lasting results come from understanding the source, not simply treating the surface,” Mazumdar explained. “Shah Rukh Khan felt like a natural partner because he represents the same idea.”
The company highlighted that the new philosophy will guide all future product development and marketing. Foxtale operates across skincare, body care, lip care and fragrance categories, and stresses that its formulations are created using consumer insights and scientific research focused on Indian consumers’ needs.
With Khan’s endorsement and the “Let Your Glow Through” message, Foxtale aims to enter its next chapter, positioning skincare as a journey “from the source, through the surface.”
