LOVETC, the premium beauty brand backed by Birla Cosmetics and founded by Ananya Birla, has appointed actress Tamannaah Bhatia as its brand face as it moves into its second year of operations. The announcement marks the label’s most visible marketing bet yet — and signals a deliberate shift from a quietly digital-first launch strategy to a broader consumer push.
Founded in 2024 and launched in 2025, LOVETC spent its first year building in relative restraint: a focused product range in the lips and eyes categories, selective offline placement, and a direct-to-consumer digital engine. That approach appears to have worked. The brand reported 30 percent month-on-month growth over the course of Year One — a figure that positions it among the faster-growing indie beauty labels in a segment increasingly crowded with celebrity-founder plays.
Products were priced between Rs 650 and Rs 1,850, with average order values landing in the ₹1,200– 2,800 range. Customers averaged two items per transaction — a metric the brand says reflects both repeat purchasing and cross-category buying behaviour. Key launches in Year One included the Radiant Glow Hydrating Tint (SPF 30 PA++), the Matte Bullet Lipstick, and the Treatment Oil-Infused Lip Balm — all carrying the brand’s signature naming convention of three-word descriptors.
On the retail side, LOVETC entered 90 offline stores in its first year and is targeting over 150 outlets by Q2 2026. The expansion strategy is described as selective — premium retail environments over mass distribution — and is being supported by growing availability on quick commerce platforms.
“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 — that is the promise LOVETC made at the start, and it is the one we intend to keep,” said Ananya Birla, adding that Tamannaah “brings together an authentic love for beauty with a connection that cuts across audiences and geographies.”
The choice of Tamannaah Bhatia as brand face is notable for a label that has, until now, leaned primarily on Ananya Birla’s own profile as the face of the brand’s identity. Tamannaah has a substantial cross-market following — across South Indian, Hindi, and OTT audiences — which broadens LOVETC’s potential reach without straying from the premium-aspirational lane the brand has staked out.
“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,” Tamannaah said. “I look forward to being part of its journey ahead.”
The LOVETC appointment is not Bhatia’s only move into the business side of beauty and lifestyle. In January 2026, she launched her own fine jewellery label, Tamannaah Fine Jewellery, with a flagship store on Juhu Tara Road in Mumbai — describing it as rooted in her family’s background in the jewellery trade and her own design sensibility around “casual glamour.” The LOVETC brand face role, then, sits within a broader pattern: Bhatia building commercial stakes in the categories she publicly champions.
The ambassador appointment fits a broader pattern in India’s premium beauty market, where homegrown labels — Minimalist, Sugar Cosmetics, Pilgrim — have increasingly turned to celebrity alignment as they move from niche digital audiences to mainstream retail shelf-space. For LOVETC, the timing matters: it enters Year Two with growth data to show, a retail footprint being actively built out, and, now, a face recognisable well beyond its core digital base.
New category expansions are expected in the months ahead, though the brand has not disclosed specific product lines. What it has signalled is that the same three-part filter — performance, playfulness, kindness — will govern every launch going forward.
