The Office of Ananya Birla, Aditya Birla Group, has announced a bold expansion into the beauty sector with the launch of LOVETC, a premium colour cosmetics brand under Birla Cosmetics Pvt. Ltd. (BCPL). This move marks a significant step in the company’s long-term vision to build a diverse, high-quality beauty portfolio in India and abroad.
Following the successful debut of BCPL’s grooming brand Contraband earlier this year, LOVETC represents the firm’s entry into the colour cosmetics category—addressing a gap in the market for high-performance, luxurious-yet-affordable beauty products.
India’s beauty market, currently valued at USD 629.42 million in FY2024, is projected to grow to USD 1,305.69 million by FY2032. This strong growth outlook reinforces the timing and opportunity for new, homegrown brands like LOVETC to flourish.
Speaking on the launch, Ananya Birla, Founder and Chairperson of BCPL, 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.”
She further added, “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."
LOVETC’s initial range includes advanced lipsticks, long-wear eyeliners, and volumising mascaras—all developed using performance-driven ingredients and a consumer-centric design philosophy.
To boost brand visibility and connect with modern beauty enthusiasts, BCPL has signed Janhvi Kapoor as the exclusive brand ambassador for LOVETC. Her contemporary charm and wide appeal are expected to strengthen consumer engagement and brand recall.
LOVETC will be available through its own direct-to-consumer website (https://lovetc.com) and on leading beauty retailer Nykaa’s online platform. The launch will be followed by a phased expansion into 200 retail stores across India’s top 20 cities.
This launch further underscores Ananya Birla’s growing influence in the Indian business landscape and highlights her commitment to driving innovation in emerging consumer sectors.
