LOVETC, founded by Ananya Birla, has announced Tamannaah Bhatia as the face of the brand, marking a key milestone as it enters its second year of operations.
Launched in 2025, LOVETC has quickly gained momentum in the premium colour cosmetics space, reporting a steady 30% month-on-month growth. Built on a digital-first strategy, the brand has focused on high-engagement consumer experiences while developing a curated portfolio across lip and eye categories. Products such as hydrating tints, matte lipsticks, and oil-infused balms have driven early traction, supported by average order values between ₹1,200 and ₹2,800 and strong repeat purchase behaviour.
Geographically, LOVETC has seen demand not just in metro cities like Mumbai, NCR, Chennai, and Bengaluru, but also in Tier 2 markets including Chandigarh, Ludhiana, and Cochin-highlighting the expanding appetite for premium beauty beyond top urban centres.
On the distribution front, the brand has scaled to 90 offline retail outlets and aims to cross 150 doors by Q2 2026. Its selective retail strategy prioritises premium touchpoints, complemented by a growing presence on quick-commerce platforms.
Expanding beyond lip and eye products, LOVETC has entered the face category with its 4K Blur Matte Foundation, designed for diverse Indian skin tones, alongside upcoming innovations like multi-purpose sticks and longwear tints.
With Tamannaah’s wide cultural appeal and the brand’s focus on performance-led, playful formulations, LOVETC is positioning itself as a fast-rising contender in India’s premium beauty market.
