LOVETC, the premium colour cosmetics brand from Ananya Birla’s Birla Cosmetics, is stepping into its second year with strong momentum. The brand has reported an impressive 30 per cent month-on-month growth during its first year, backed by expanding distribution and a digital-first marketing approach focused on direct consumer engagement.
Launched in 2025 as part of Birla Cosmetics’ entry into the beauty space, LOVETC has quickly built a presence in the premium segment. The brand’s early strategy focused on lips and eyes categories, offering products priced between ₹650 and ₹1,850. Its hero products, including the Radiant Glow Hydrating Tint, Matte Bullet Lipstick, and Treatment Oil-Infused Lip Balm, have seen strong demand, with growing repeat purchases and higher basket sizes.
As it moves forward, LOVETC has announced actor and entrepreneur Tamannaah Bhatia as its brand face. Known for her work across multiple film industries, Tamannaah brings wide appeal and a strong connection with audiences across regions. Her association reflects the brand’s focus on staying relevant while building credibility in a competitive beauty market.
The brand’s growth is not limited to metros. While cities like Mumbai, NCR, Chennai, and Bengaluru continue to drive demand, Tier 2 cities such as Chandigarh, Patiala, Ludhiana, and Cochin are also showing strong traction. This shift highlights how premium beauty is no longer limited to major urban centers, with consumers across regions increasingly exploring higher-end products.
On the retail front, LOVETC has expanded to 90 offline stores in its first year and aims to cross 150 outlets by the second quarter of 2026. The brand is taking a careful approach to expansion, focusing on the right retail environments rather than rapid scaling. At the same time, its presence on quick-commerce platforms is growing, helping it reach consumers more quickly.
The brand is also expanding its product range. It plans to enter the face category with the launch of a new matte foundation designed for diverse Indian skin tones. Along with this, new products such as multi-purpose sticks and long-wear lip tints are part of its upcoming lineup, signalling a clear push toward innovation.
Speaking about the next phase, Ananya Birla highlighted that the brand will continue to focus on performance, playfulness, and comfort for users. Tamannaah Bhatia also shared that she connects with the brand’s approach to beauty as self-expression, which made the collaboration feel natural.
Speaking about the next steps for LOVETC, Ananya Birla shared: “Year Two is going to be big — there is a lot coming that I am genuinely excited about. But the brief for every new launch is the same as it was on day one: Does it perform? Is it playful? Is it kind to the person wearing it? Performance, playfulness, and kindness — that is the promise LOVETC made at the start, and it is the one we intend to keep. Everything we build from here will be held to that. Bringing Tamannaah on board as the face of LOVETC at this point feels especially pertinent, because she brings together an authentic love for beauty with a connection that cuts across audiences and geographies.”
Tamannaah Bhatia shared her excitement: “I have always loved beauty as a form of self-expression, and what drew me to LOVETC is that it feels playful, thoughtful, and modern at the same time. I am excited to be the face of a brand that is creating products with both performance and personality, and I look forward to being part of its journey ahead.”
With strong early growth, expanding reach, and a new brand face, LOVETC is positioning itself for a bigger second year. The focus now will be on maintaining momentum while continuing to build a distinct identity in India’s fast-growing beauty market.