Ananya Birla is making her debut in the beauty space with a new colour cosmetics label called LOVETC, marking a bold step into one of India’s fastest-growing consumer categories. The launch is part of a larger plan by Birla Cosmetics Pvt. Ltd. (BCPL) to build a modern, performance-driven beauty portfolio tailored for the Indian market.
Coming just months after BCPL unveiled its edgy grooming label Contraband, LOVETC takes aim at a gap Birla believes still exists—high-performance makeup products that deliver luxury without the luxury markup. The new brand kicks off with a sleek range of lipsticks, smudge-proof eyeliners, and volumising mascaras.
“Luxury doesn’t have to be expensive,” said Ananya Birla, who chairs BCPL. “With LOVETC, we’ve focused on creating globally benchmarked products that feel premium, perform brilliantly, and are still accessible. This is about rethinking what beauty should feel like in India.”
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To drive buzz, LOVETC has roped in Janhvi Kapoor as its brand ambassador—a move aimed at connecting with Gen Z and millennial audiences across urban India.
The brand is launching first through its own D2C site (lovetc.com) and Nykaa’s platform, with plans to hit shelves in 200 stores across 20 major Indian cities over the coming months.
With India’s beauty market expected to more than double from $629 million in FY24 to over $1.3 billion by FY32, BCPL is aiming to capture up to an 8% market share in the next few years.
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“We’re in this for the long haul,” Birla added. “LOVETC isn’t just about products—it’s about building a beauty brand that mirrors the aspirations of modern India.”
