Foxtale names Shah Rukh Khan brand ambassador for skincare categories

Foxtale appoints Shah Rukh Khan as brand ambassador for serum, moisturiser, sunscreen and face mask categories

Skincare brand Foxtale has appointed Shah Rukh Khan as its brand ambassador for its serum, moisturiser, sunscreen and face mask categories. The brand has also introduced a new positioning, “Let Your Glow Through”, four years after its launch

The new positioning centres on Foxtale’s approach of developing skincare around the underlying causes of skin concerns rather than focusing only on surface-level treatment. The brand says its formulations are designed to work from the

Foxtale has linked Khan’s appointment to the qualities it associates with confidence, authenticity and substance. The brand said his association with those values made him a fit for its new positioning

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 said it has built a consumer base of more than 10 million since launching and currently operates across skincare, body care, lip care and fragrance. Its products are positioned for Indian skin and climate, according to the company

The brand’s material also states that its product development draws on the experiences and stories of more than 3,000 women. Foxtale currently has more than 30 SKUs across its categories

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