LOVETC, the colour cosmetics brand launched by Ananya Birla under Birla Cosmetics, has appointed Tamannaah Bhatia as its brand face as it enters its second year, aiming to expand its reach and strengthen market presence. The brand is set to complete one year in April 2026, having reported around 30% month on month growth driven by product expansion, distribution and consumer demand.
As per the brand, demand has been led by metro cities such as Mumbai, NCR, Chennai and Bengaluru, along with regional markets including Chandigarh, Ludhiana and Cochin. The company also noted growing traction in tier 2 cities, indicating wider adoption beyond major urban centres.
On the distribution side, the brand entered around 90 offline retail locations in its first year and is expected to cross 150 stores by the second quarter of 2026. It has also expanded availability through quick commerce platforms.
The company is now planning to expand its portfolio into the face category, including a foundation range designed for Indian skin tones, along with new formats such as multi purpose sticks and longwear lip tints.
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Speaking about the next steps for LOVETC, Ananya Birla, said, “Year Two is going to be big there is a lot coming that I am genuinely excited about. But the brief for every new launch is the same as it was on day one: Does it perform? Is it playful? Is it kind to the person wearing it? Performance, playfulness, and kindness is the promise LOVETC made at the start, and it is the one we intend to keep.”
“Everything we build from here will be held to that. Bringing Tamannaah on board as the face of LOVETC at this point feels especially pertinent, because she brings together an authentic love for beauty with a connection that cuts across audiences and geographies.” he added.
Tamannaah Bhatia shared her excitement: “I have always loved beauty as a form of self-expression, and what drew me to LOVETC is that it feels playful, thoughtful, and modern at the same time. I am excited to be the face of a brand that is creating products with both performance and personality, and I look forward to being part of its journey ahead.”
