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Foxtale, the D2C skincare brand, has collaborated with millennial poet Priya Malik to create awareness on self-care amongst Indian women through a riveting poem presented through a digital video.

The central idea of the video and the collaboration is one of the core brand philosophies of Foxtale - Skincare is one of the many ways of looking after yourself.

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A post shared by Priya Malik प्रिया मलिक (@priyasometimes)

Foxtale aims to cultivate a culture of self-care amongst women. For generations, women have been told selfcare is a privilege. But taking care of oneself should not be a privilege limited to those who have the luxury of time and money but a basic right accessible to all. This central idea is beautifully captured in the videos, which have garnered more than 500K views, as per the brand.

Romita Mazumdar, CEO of Foxtale, said, “We create skincare products with a deep understanding of Indian women's relationship with their skin and their lifestyles. Our product should fit seamlessly into the life we are building for ourselves. This is the message we try to bring out through our communication. The idea is to show Foxtale as a companion in the everyday life of modern Indian women. We have collaborated with women who live by the same philosophy and captured them in their moments of self-care.”   

The digital campaign initiative goes further and breaks the stereotype of skincare brands collaborating only with skincare and lifestyle influencers. Apart from Priya Malik, Foxtale has also collaborated with travel content creator Brinda Sharma.  

Malik said, "It's great to work with a skincare brand wherein not only do they understand the intricacies of it but also they have created products that are genuinely great to use! I love their cleanser and sunscreen! It's been a pleasure working with them and creating this beautiful film based on the idea of nourishing and flourishing, which is something I truly stand by, both in skincare and in life.” 

The digital collaboration video with Brinda Sharma portrays a day out in the hills and how skincare is one mandatory step for anyone stepping out for a day of trekking and fun.

Sharma shared her journey and experience with Foxtale products and said, “I absolutely love Foxtale’s unproblematic skincare formulas! I have extremely dry and sensitive skin and haven’t changed my routine in years; their products work very well for me! Apart from how good their skincare is, they are a delight to work with! Women really do rule the world!!”