LOVETC, backed by Birla Cosmetics and founded by Ananya Birla, has appointed Tamannaah Bhatia as its brand ambassador as it enters its second year in the market. The move comes as the brand builds on early growth and strengthens its positioning in India’s premium beauty segment.
Since its launch in 2025, LOVETC has reported steady momentum, including a 30 percent month-on-month increase during its first year. The company has simultaneously expanded its distribution footprint while investing in a digital-first strategy centred on direct consumer engagement.
In terms of product focus, the brand initially concentrated on lip and eye segments, with pricing ranging from Rs 650 to Rs 1,850. Its portfolio includes products such as tinted formulations, matte lipsticks, and treatment-based lip care like Radiant Glow Hydrating Tint (SPF 30 PA++), Matte Bullet Lipstick, and Melt, Miracle – Treatment Oil-Infused Lip Balm etc. The brand recorded average order values between Rs 1,200 and Rs 2,800, with consumers typically purchasing two items per transaction—indicating repeat buying and cross-category interest.
On the retail front, LOVETC had 90 offline stores within its first year and is targeting over 150 outlets by the second quarter of 2026. Its expansion strategy prioritises selective placement in premium retail environments, complemented by growing availability on quick commerce platforms.
Ananya Birla indicated that upcoming launches will continue to be evaluated on performance, playfulness, and user-centricity, adding that the association with Tamannaah Bhatia aligns with the brand’s intent to connect across diverse audiences.
Tamannaah Bhatia noted that the brand’s approach to combining performance with a modern, expressive aesthetic influenced her decision to collaborate.
With continued investments in retail expansion and product development, LOVETC is positioning itself for sustained growth through a hybrid model of digital engagement and curated offline presence.
