The Office of Ananya Birla, part of the Aditya Birla Group, has entered the beauty space with the launch of Lovetc, a new premium colour cosmetics brand. LOVETC aims to redefine the beauty landscape and address the market gap for high-performance, premium colour cosmetics in India.
The launch portfolio includes advanced lipsticks, long-wear eyeliners, and volumizing mascaras—all formulated with ingredients that prioritize performance and user delight.
To amplify its market entry, Birla Cosmetics (BCPL) has signed Indian actress Janhvi Kapoor as LOVETC’s exclusive brand ambassador.
LOVETC will debut on its direct-to-consumer website and on Nykaa’s online platform, followed by a phased retail expansion planned across 200 stores, in the top 20 cities in India.
This strategic expansion follows Birla Cosmetics successful launch of Contraband, earlier this year. The company’s foray into colour cosmetics is part of its long-term vision to build a dynamic beauty portfolio, leveraging deep consumer insights and expertise in delivering product excellence.
Ananya Birla, Founder and Chairperson, Birla Cosmetics, said, “The launch of LOVETC reiterates our constant belief that price is not what defines luxury, the quality of the product does. Better quality at a better cost, LOVETC offers a fresh new take on beauty, by offering world-class, high-performance colour cosmetics where luxury comes as a promise of a better future. With a strategic and consumer-first approach, we are poised to capture a 5-8% share of India’s rapidly expanding cosmetics market, leveraging our expertise to drive meaningful impact and long-term growth.”
