The Office of Ananya Birla at the Aditya Birla Group is making bold moves in the beauty space. Welcome LOVETC, a fresh, homegrown brand set to shake up India’s premium colour cosmetics scene.
After the successful debut of Contraband earlier this year, this new launch under Birla Cosmetics Pvt. Ltd. (BCPL) marks another exciting step toward building a powerhouse beauty portfolio. BCPL has launched a colour cosmetics brand, LOVETC.
LOVETC fills a much-needed gap in the Indian market for high-performance, quality makeup made for today’s beauty lovers. Starting strong, the brand’s launch range includes advanced lipsticks, long-wear eyeliners, as well as volumising mascaras. They deliver top-notch results with every swipe. The products will first be available on lovetc.com and Nykaa. Later, there will be a phased rollout across 200 stores in India’s top 20 cities.
India’s beauty market is likely to grow from USD 629.42 million in FY2024 to over USD 1.3 billion by FY2032. Hence, there’s never been a better time for a brand like LOVETC to make its mark.
To lead the charge, Bollywood’s Janhvi Kapoor has come on board as the face of the brand. Her fresh as well as modern charm perfectly matches the brand’s vibe.
From the leadership desk
Speaking about LOVETC, Ananya Birla, Founder and Chairperson, Birla Cosmetics Pvt. Ltd. shared: “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.” She further adds, “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.
With a strong focus on performance-driven formulations, BCPL’s latest expansion has been shaped by renowned celebrity makeup artist Loveleen Ramchandani. She also says, “As a makeup artist who’s worked with some of the most demanding briefs—across red carpets, editorial shoots, and the unforgiving lens of high-definition—I’ve come to rely on products that don’t just promise, but truly deliver. LOVETC embodies everything I’ve ever looked for in makeup: luxury that lasts, shades that celebrate our skin, and textures that move with you, not against you. It’s formulations honour the richness and diversity of Indian skin. LOVETC is Indian beauty—redefined, and elevated for the world stage.”