LOVETC, the premium colour cosmetics brand launched under Ananya Birla’s Birla Cosmetics, is set to complete its first year with strong momentum, recording 30% month-on-month growth driven by a digital-first marketing engine and expanding distribution.
As the brand enters its second year, it has appointed Tamannaah Bhatia as its brand face, signalling a strategic push toward scale, cultural relevance, and wider consumer connect. Known for her cross-industry presence and strong audience resonance, Tamannaah’s association aligns with LOVETC’s positioning as a modern, expressive beauty brand.
Strong Early Traction Across Categories and Markets
In its first year, LOVETC built a focused portfolio across lips and eyes, with products priced between ₹650 and ₹1,850. Key products such as Radiant Glow Hydrating Tint (SPF 30 PA++), Matte Bullet Lipstick, and Oil-Infused Lip Balm drove early traction.
The brand reported average order values between ₹1,200 and ₹2,800, with an average of two products per transaction, indicating strong repeat behaviour and basket-building trends.
Growth has been led by metros like Mumbai, NCR, Chennai, and Bengaluru, alongside emerging demand from Tier 2 cities such as Chandigarh, Ludhiana, Patiala, and Cochin, highlighting the rise of premium beauty consumption beyond top-tier markets.
Expanding Retail Footprint with Premium Positioning
LOVETC entered 90 offline retail doors in its first year and is on track to cross 150 stores by Q2 2026. The brand is adopting a quality-first retail strategy, focusing on curated placements that align with its premium identity rather than aggressive scale.
This offline expansion is complemented by growing availability across quick-commerce platforms, strengthening accessibility for digital-first consumers.
Category Expansion and Product Innovation Ahead
The brand is set to expand into the face category with the launch of Ace, Face, Etc 4K Blur Matte Foundation, featuring an eight-shade range tailored for Indian skin tones. Upcoming launches also include multi-purpose sticks and longwear lip tints, signalling continued innovation.
Ananya Birla emphasised that the brand remains committed to performance, playfulness, and kindness, while Tamannaah Bhatia highlighted beauty as a form of self-expression, aligning with LOVETC’s evolving identity.
With strong early traction and strategic expansion, LOVETC is positioning itself as a next-generation premium beauty brand in India.
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