LOVETC, the premium colour cosmetics brand from Ananya Birla’s Birla Cosmetics, has completed its first year of operations with a reported 30% month-on-month growth. The brand has expanded its distribution footprint and strengthened its digital-first marketing approach during this period.
The company has appointed Tamannaah Bhatia as the face of the brand as it enters its second year. The association has aligned with the brand’s focus on scale, cultural relevance, and wider consumer reach.
In its first year, LOVETC has built a portfolio across lips and eyes categories, with products priced between Rs 650 and Rs 1,850. It has recorded traction for products such as Tint, Talk, Etc Radiant Glow Hydrating Tint (SPF 30 PA++), Pout, Perfect, Etc Matte Bullet Lipstick, and Melt, Miracle, Etc Treatment Oil-Infused Lip Balm. Consumer metrics have indicated average order values ranging from Rs 1,200 to Rs 2,800, with an average of two items per transaction, suggesting repeat purchases and cross-category buying behaviour.
The brand has seen demand across metros including Mumbai, NCR, Chennai, and Bengaluru, along with regional markets such as Chandigarh, Patiala, Ludhiana, and Cochin. It has also recorded growing traction in Tier 2 cities, indicating demand for premium beauty products beyond metro markets.
On the distribution front, LOVETC has entered 90 offline retail outlets in its first year and is on track to cross 150 outlets by Q2 2026. Its expansion has been supported by availability on quick-commerce platforms while maintaining a selective approach to offline retail partnerships.
The brand has also expanded its portfolio with the launch of Ace, Face, Etc 4K Blur Matte Foundation, featuring an eight-shade range tailored for Indian skin tones, along with new products including multi-purpose sticks and longwear lip tints.
“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.” — Ananya Birla
“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.” — Tamannaah Bhatia
