Foxtale Enlists Shah Rukh Khan As ‘Glow’ Ambassador For Core Skincare Range

Homegrown skincare brand Foxtale has named Shah Rukh Khan as its brand ambassador for key categories including serums, moisturisers, sunscreens and face masks, as it seeks to deepen trust and scale its community of over 10 million consumers. The partnership arrives alongside the launch of Foxtale’s new brand philosophy, “Let Your Glow Through”, which positions science-backed formulations for Indian skin as the route to visible, healthy radiance.

Foxtale said Khan was chosen because he “naturally embodies” the values that have shaped the brand since its inception: confidence, consistency and a quiet, earned glow that comes from taking care of oneself. In its announcement, the brand noted that Khan’s long-standing appeal across generations mirrors Foxtale’s ambition to be a daily skincare companion for a wide audience, from first-time users to routine-driven skincare enthusiasts.

The collaboration will be expressed through a multi-channel campaign that spans digital, social, out-of-home and retail touchpoints, with creative built around the idea of letting one’s inner glow shine through rather than chasing fleeting trends. Early teasers and behind-the-scenes content have already begun appearing on Foxtale’s social handles, showing Khan interacting with hero products such as the Vitamin C serum, nourishing moisturiser and glow sunscreen.

Foxtale, which has previously worked with cricketer Tilak Varma for its sunscreen line, is now using Khan’s association to reinforce credibility across its entire core portfolio and accelerate its move from a digital-first D2C label to a mainstream, trust-led skincare brand. By aligning with a star known for longevity and mass connect, Foxtale aims to convert awareness into trial and repeat purchase, while anchoring its “Let Your Glow Through” narrative in a face that resonates across age groups and geographies.