New homegrown brands are on the rise in India as the Indian beauty market is expected to double, taking it to USD 1,305.69 million by FY2032. The latest to join the bandwagon is the Office of Ananya Birla as it launches LOVETC, a colour cosmetics brand that aims to offer high-quality, superior colour cosmetics in the country. The product portfolio will include long-wear eyeliners, advanced lipsticks, and volumizing mascaras. Janhvi Kapoor has been chosen as the exclusive brand ambassador for LOVETC, given her elegance and contemporary appeal. This collaboration aims to improve consumer engagement.
This expansion comes soon after Birla Cosmetics Pvt. Ltd. (BCPL) started Contraband earlier in 2025. BPCL decided to venture into this industry to provide premium products for Indians. To be a part of the colour cosmetics industry was its long-term plan through which it aims to offer a diverse beauty portfolio to consumers using its expertise and understanding of consumer insights.
Also Read: Global SS Beauty Brands Shifts Focus to Mass Beauty Market for Affordability
Ananya Birla, Founder and Chairperson, Birla Cosmetics Pvt. Ltd spoke about the latest launch and shared that luxury is not defined by price but by the quality of the product and LOVETC offers world-class products at better rates. The brand aims to capture 5-8% of the market share of the fast-expanding cosmetics market using its expertise to develop result-oriented, high-performing products.
Also Read: Italian Embassy in Rome Hosts an Ayurveda Summit
LOVETC will make its debut on the official website as well as Nykaa’s online platform. Thereafter, it will have a phased retail expansion with 200 stores across the top 20 cities in the country.
