Early last year, in 2025, Ananya Birla announced her entry into the fast-growing beauty and cosmetics space with the launch of Birla Cosmetics. In April 2026, LOVETC — the company’s premium colour cosmetics brand — will complete a strong first year, marked by rapid growth at 30% month-on-month,
expanding distribution, and a marketing engine built on digital-first scale and high-touch consumer outreach.
As it enters its second year, LOVETC has appointed actor and entrepreneur Tamannaah Bhatia as the face of the brand. With a career spanning multiple film industries and a strong resonance across demographics, her association reflects the brand’s emphasis on cultural relevance, credibility, and scale. Beyond her celebrated presence across national and regional cinema, she embodies a genuine passion for beauty, making the association especially organic.
In its first year, LOVETC built a focused portfolio across the lips and eyes categories, with products priced between ₹650 and ₹1,850. The brand saw strong traction for hero 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. The brand’s early consumer metrics point to high purchase intent and cross-category shopping, with reported average order values ranging from ₹1,200 to ₹2,800 and an average of two items per transaction, indicating growing basket-building and repeat behaviour.
The brand’s market momentum is being driven by key metros and high-potential regional hubs, including Mumbai, NCR, Chennai, Bengaluru, Chandigarh, Patiala, Ludhiana, and Cochin. At the same time,Tier 2 cities, in particular, are demonstrating strong purchasing power alongside repeat purchases, reinforcing the opportunity for premium beauty beyond the top metros.
On the distribution front, LOVETC entered 90 offline retail doors in its first year and is on track to cross 150 doors by Q2 2026. The brand’s approach to offline retail is deliberate and quality-driven — every new door is chosen for its fit with LOVETC’s premium positioning and its ability to meaningfully connect with the right consumer. Rather than scaling store presence for its own sake, LOVETC is focused on building depth in the right retail environments, ensuring that each touchpoint reflects the brand’s standards and adds genuine value to the consumer experience. This expansion is complemented by growing availability on quick
commerce channels.
The brand will close the year with the launch of Ace, Face, Etc 4K Blur Matte Foundation, an eight-shade range tailored to diverse Indian skin tones, signalling a strategic extension into the face category along with other innovative launches like Multi-purpose stick The Etc and Love Bites the longwear lip tint.
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.”
Learn more about LOVETC here: Website | Instagram | YouTube
