LOVETC, the premium colour cosmetics brand from Birla Cosmetics founded by Ananya Birla, has completed its first year of operations and appointed actor Tamannaah Bhatia as its new brand face Indian Retailer — a move that signals the brand’s intent to accelerate visibility and mainstream reach as it enters a more aggressive growth phase.

A Strong First Year Sets the Stage

Launched in 2025, LOVETC has quickly established itself in the premium beauty segment, driven by a digital-first strategy and high-touch consumer engagement, reporting 30% month-on-month growth. MediaNews4U The brand built its debut portfolio around lips and eyes, with products priced between ₹650 and ₹1,850, and average order values ranging between ₹1,200 and ₹2,800 with an average basket size of two items per transaction MediaNews4U — a strong indicator of repeat purchases and cross-category buying behaviour rather than one-time trial.

The brand has seen demand across metro markets such as Mumbai, NCR, Chennai and Bengaluru, as well as regional centres including Chandigarh, Patiala, Ludhiana and Cochin, with increased traction also noted from Tier 2 cities. Best Media Info

Expanding Beyond Lips and Eyes

Year Two brings a meaningful portfolio shift. LOVETC is expanding its product portfolio with the launch of the Ace, Face, Etc 4K Blur Matte Foundation — an eight-shade range designed for diverse Indian skin tones — marking its entry into the face category. MediaNews4U Additional launches in the pipeline include a multi-purpose stick and a longwear lip tint, broadening the brand’s footprint across the full colour cosmetics spectrum.

On the retail side, LOVETC has expanded to 90 offline retail outlets in its first year and is on track to surpass 150 doors by Q2 2026, adopting a selective retail strategy focused on high-quality touchpoints aligned with its premium positioning, while also strengthening its presence on quick-commerce platforms. MediaNews4U

Why Tamannaah Bhatia Makes Strategic Sense

The choice of brand face is deliberate. Tamannaah Bhatia, known for her pan-India appeal across films and her authentic connection to beauty, brings cultural relevance and credibility to the brand. Indiantelevision For a label trying to scale from digital-first niche to mainstream premium, that kind of cross-geography recognition is a meaningful asset.

Ananya Birla framed the appointment within LOVETC’s founding philosophy: performance, playfulness, and kindness remain the non-negotiable brief for every new launch — and Tamannaah’s profile maps onto that identity in a way that feels earned rather than transactional.

What This Signals for India’s Premium Beauty Market

LOVETC’s trajectory offers a useful data point for the broader D2C colour cosmetics segment. A brand that maintains 30% month-on-month growth through Year One, builds repeat purchase behaviour early, and expands distribution selectively rather than aggressively is executing a disciplined playbook. The addition of a celebrity face at the Year Two inflection point — rather than at launch — suggests the brand prioritised product-market fit before investing in mass awareness. That sequencing is increasingly how sustainable premium beauty brands are being built in India.