13 August, Mumbai: Four years since its launch, Foxtale has grown into one of India’s fastest growing skincare brands, building a community of over 10 million consumers through science backed skincare designed specifically for Indian skin.  

Image Courtesy: Foxtale / Official Website

Today, the brand announces Shah Rukh Khan as its Brand Ambassador for their serum,  moisturizer, sunscreen, and face mask categories, and introduces its new brand philosophy, Let  Your Glow Through. 

While the partnership marks an important milestone for Foxtale, it also signals something bigger.  Let Your Glow Through gives voice to a belief that has always shaped how Foxtale builds its  products. Every product has always been built on one belief: great skincare starts at the source.  Rather than chasing surface-level fixes, the brand focuses on understanding where skin concerns  begin and creating formulations that work from the source, through to the surface. It has always  been the way the brand sees beauty, way beyond its products.

At a time when the world constantly asks people to become more, do more, and look different,  Foxtale believes skincare should do the opposite. It should help people uncover what is already  theirs. Let Your Glow Through is the natural expression of that philosophy. 

The world has a funny way of convincing us that the answer is always more. More effort. More  noise. More advice. More pressure. More of everything.  

But the things that truly last rarely come from adding more. They come from going back to the  source. From understanding what really matters. From clearing away what doesn’t. From letting  what already exists become what it was always meant to be.  

Skincare shouldn’t be any different. It isn’t about piling things on. It’s about working where it all  begins.  

That’s why every Foxtale formula is designed to work from the source, through the surface. Not  to create your glow. But to let it through.  

Shah Rukh Khan joins the brand at this moment because he naturally embodies the values that  have always shaped Foxtale. His journey has consistently reflected confidence built over time,  authenticity and substance; the same qualities that align with the brand’s belief that what lasts  always comes from beneath the surface. Rather than redefining beauty, Foxtale wants to  champion confidence that comes from caring for what is already yours.  

Speaking on the announcement, Romita Mazumdar, Founder and CEO of 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.” 

Foxtale has become one of India’s fastest-growing skincare brands, serving consumers across  skincare, body care, lip care, and fragrance. Built on deep consumer insight, rigorous science and  products designed specifically for Indian skin and climate, the brand continues to redefine  modern Indian beauty. With Let Your Glow Through setting the direction for its future and Shah  Rukh Khan joining the journey, Foxtale remains committed to creating skincare that works from  the source, through the surface.

About Foxtale  

Led by visionary founder Romita Mazumdar, Foxtale is reshaping the skincare landscape by  placing consumer narratives at the forefront of its mission. Inspired by resilience and  individuality, Foxtale pioneers efficacious skincare, body care, lip care, and fragrance tailored  specifically for Indian skin, addressing a significant gap in the market. Inspired by the resilience  of the Foxtail palm plant, Foxtale crafts skincare solutions tailored for Indian skin, driven by  consumer narratives and a commitment to excellence.

With a unique focus on the stories and  experiences of over 3,000 women, Foxtale’s products work from the source, through the surface  to deliver results that embody innovation, authenticity, and a dedication to empowering women.  With over 30+ SKUs, Foxtale is revolutionising skincare, reminding individuals that their beauty  deserves to be celebrated and empowered. 

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