TLDR: Foxtale, a skincare brand, has launched its ‘You Glow Different’ brand film, celebrating real, raw, and authentic beauty in women’s everyday lives, moving away from traditional beauty tropes and celebrity endorsements.
Foxtale, an innovative and home-grown skincare brand, has released its newest brand film as part of the ‘You Glow Different’ campaign – a celebration of real moments, raw beauty, and the quiet confidence that women radiate every day.
In a world of filters, Foxtale’s latest brand film is refreshingly real. Part of its new campaign, ‘You Glow Different’, the film shines a spotlight on the beauty of women simply doing life – holding space in the boardroom, pushing through workouts, sharing laughs, and showing up for themselves in quiet, powerful ways.
The film builds on Foxtale’s core philosophy: skincare made for you, not a fantasy version of you. With powerful visuals and a deeply uplifting narrative, it moves away from traditional beauty tropes, instead showing that glow isn’t something you put on – it’s something you carry, even on your messiest days.
The video opens with a woman in a boardroom – passionate, bold, and fully in her element who is setting the tone for what follows: a celebration of women living life on their own terms. From another slipping into self-care mode with Foxtale’s Glow Mask while working out, to one raising a toast and laughing freely with friends, to yet another taking a quiet moment for herself in the bathroom mirror – each is owning her glow, literally and metaphorically.
Each frame captures the small, often overlooked pockets of joy, effort, and quiet power in a woman’s day. What truly elevates the narrative is the voiceover by Anasuya Sengupta, who won the Best Actress award at Cannes in 2024 for The Shameless – a spirited, affirming commentary that doesn’t just speak to the viewer but roots for her. It feels less like a script and more like a personal cheer – a reminder that beauty isn’t always about perfection, but about presence, progress, and power.
The campaign film offers an intimate lens into the unspoken resilience of women navigating their everyday lives, with Foxtale positioned as the quiet, supportive partner through it all. This isn’t a story of transformation but it’s a reminder that you were already enough.
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Romita Mazumdar, founder and CEO of Foxtale, shares, “We wanted this film to feel like a mirror.. The idea was simple: show women the way we see them. Strong, soft, messy, radiant, unstoppable. ‘You Glow Different’ is more than a campaign – it’s how we see our consumers. Everyone glows differently. After all, women are not lightbulbs.”
Foxtale’s brand film breaks away from traditional celebrity endorsements, opting instead to showcase real women in the real world, highlighting the transformative power of simply being yourself. This decisive shift away from the norm, Foxtale sets itself apart in a cluttered market but also reflects the brand’s commitment to authentic storytelling and deep consumer understanding.
With its clean, effective formulations, Foxtale ensures that women can enjoy beautiful skin without compromising their values. Foxtale is more than just a skincare brand; it’s an ally that empowers women to feel confident, beautiful, and to glow differently.
Creative Agency: Animal
