LOVETC, the premium colour cosmetics brand from Birla Cosmetics, has completed its first year with reported 30% month-on-month growth, supported by a digital-first marketing strategy and expanding retail presence. As part of its second-year growth plans, the brand has appointed actor and entrepreneur Tamannaah Bhatia as its face, signalling a shift towards scaled brand visibility and cultural resonance.
Launched in 2025 following Ananya Birla’s entry into the beauty and cosmetics segment, LOVETC has focused on building a differentiated positioning through a mix of product innovation, digital engagement and curated offline experiences. The brand’s marketing engine combines digital scale with high-touch consumer outreach, aimed at driving both discovery and repeat purchase behaviour.
The appointment of Tamannaah Bhatia aligns with the brand’s emphasis on credibility and cross-market appeal. With visibility across multiple film industries and a wide demographic reach, her association is expected to strengthen LOVETC’s connection with diverse consumer segments. The collaboration also reflects a broader industry trend of leveraging celebrity partnerships to accelerate brand recall and trust in the competitive premium beauty category.
In its first year, LOVETC concentrated on the lips and eyes segments, with products priced between INR 650 and INR 1,850. Key offerings included 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. These products contributed to strong consumer traction, with reported average order values ranging from INR 1,200 to INR 2,800 and an average of two items per transaction. This indicates growing basket sizes and repeat purchasing, reinforcing the effectiveness of the brand’s engagement strategy.
Geographically, the brand has seen momentum across metros such as Mumbai, NCR, Chennai and Bengaluru, alongside regional markets including Chandigarh, Patiala, Ludhiana and Cochin. Tier 2 cities have emerged as significant growth drivers, demonstrating both purchasing power and repeat behaviour, which aligns with the brand’s broader expansion strategy.
LOVETC entered 90 offline retail doors in its first year and is on track to cross 150 by Q2 2026. The brand has adopted a selective approach to offline expansion, prioritising retail environments that align with its premium positioning. This strategy ensures consistency in brand experience while enabling meaningful consumer engagement. The offline push is complemented by increasing availability on quick-commerce platforms, extending accessibility and convenience.
The brand is also expanding its product portfolio, with the launch of Ace, Face, Etc 4K Blur Matte Foundation, an eight-shade range tailored to Indian skin tones. Additional launches include Multi-purpose stick The Etc and Love Bites the longwear lip tint, indicating a move into the face category and further portfolio diversification.
Ananya Birla said, “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 added, “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.”
Overall, LOVETC’s first-year performance reflects a combination of product-market fit, targeted distribution and integrated marketing. The addition of a celebrity ambassador marks the next phase of growth, with a sharper focus on brand-building and wider consumer reach.
