Mumbai: LOVETC, the premium colour cosmetics brand from Birla Cosmetics founded by Ananya Birla, has completed its first year of operations with robust momentum, reporting a 30% month-on-month growth trajectory. As the brand enters its second year, it has announced actor and entrepreneur Tamannaah Bhatia as the face of the brand.
Launched in 2025, LOVETC has quickly established itself in the premium beauty segment, driven by a digital-first strategy and high-touch consumer engagement. The brand has built a focused portfolio across lip and eye categories, with products priced between ₹650 and ₹1,850. Key products such as Tint, Talk, Etc Radiant Glow Hydrating Tint, Pout, Perfect, Etc Matte Bullet Lipstick, and Melt, Miracle, Etc Treatment Oil-Infused Lip Balm have seen strong consumer traction.
Early consumer metrics indicate healthy purchase behaviour, with average order values ranging between ₹1,200 and ₹2,800 and an average basket size of two items per transaction, reflecting rising cross-category adoption and repeat purchases.
Geographically, the brand has seen strong traction across metro markets including Mumbai, NCR, Chennai, and Bengaluru, along with emerging demand from Tier 2 cities such as Chandigarh, Patiala, Ludhiana, and Cochin. This trend underscores the growing appetite for premium beauty products beyond top urban centres.
On the distribution front, LOVETC has expanded to 90 offline retail outlets in its first year and is on track to surpass 150 doors by Q2 2026. The company has adopted a selective retail strategy, focusing on high-quality touchpoints aligned with its premium positioning, while also strengthening its presence on quick-commerce platforms.
The brand is also expanding its product portfolio, with the launch of Ace, Face, Etc 4K Blur Matte Foundation—an eight-shade range designed for diverse Indian skin tones—marking its entry into the face category. Additional innovations include a multi-purpose stick and longwear lip tint offerings.
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 distribution, and a focus on product innovation and brand building, LOVETC is positioning itself as a fast-emerging player in India’s premium beauty and cosmetics market.
