Ananya Birla, the multifaceted entrepreneur and daughter of industrialist Kumar Mangalam Birla, is making a significant foray into the burgeoning Indian beauty market with the launch of her new premium color cosmetics brand, Lovetc.
This strategic move, under the umbrella of Birla Cosmetics Pvt Ltd (BCPL), follows the recent introduction of BCPL’s grooming brand, Contraband, earlier this year, signaling a determined effort to establish a strong and diverse beauty portfolio. Lovetc aims to capture a slice of India’s rapidly expanding cosmetics market by offering high-performance, luxury-quality products at accessible prices, challenging the notion that luxury is solely defined by a hefty price tag.
Lovetc is positioned as a homegrown brand with a global vision, aiming to provide Indian consumers and eventually the world with premium color cosmetics that meet international standards. The brand’s philosophy, as articulated by Ananya Birla, Founder and Chairperson of Birla Cosmetics, is that “price is not what defines luxury, the quality of the product does.” Lovetc promises “better quality at a better cost,” offering a fresh perspective by combining world-class formulations with a commitment to a brighter future for its consumers. This approach seeks to democratize luxury beauty, making high-performing products more attainable.
The initial product lineup from Lovetc includes a carefully curated selection of advanced color cosmetics designed to appeal to the discerning Indian consumer. The launch portfolio features:
- Advanced Lipsticks: Formulated for high color payoff, comfortable wear, and long-lasting performance.
- Long-Wear Eyeliners: Designed to deliver intense color that stays put throughout the day without smudging or fading.
- Volumizing Mascaras: Created to provide dramatic volume and definition to lashes, enhancing the eyes.
These products are crafted with a focus on performance and user delight, utilizing quality ingredients to meet global beauty standards.
To amplify its market entry and connect with a wider audience, Lovetc has onboarded Bollywood actress Janhvi Kapoor as its exclusive brand ambassador. Known for her youthful charm, elegance, and widespread appeal, Kapoor is expected to be the face of the brand, helping to build deeper connections with beauty enthusiasts across India. Her association aims to elevate Lovetc’s visibility and engagement, drawing in a larger consumer base that values both quality and aspirational appeal.
Lovetc is set to debut through a dual online strategy, launching on its own direct-to-consumer (D2C) website (lovetc.com) and on Nykaa, one of India’s leading beauty e-commerce platforms. This will be followed by a phased retail expansion across 200 stores in the top 20 cities in India. This multi-channel approach aims to maximize reach and cater to different consumer preferences.
India’s beauty market is currently valued at a substantial USD 629.42 million in FY2024 and is projected to more than double to USD 1,305.69 million by FY2032. This rapid growth presents a significant opportunity for new, homegrown brands like Lovetc to thrive. With a strategic and consumer-first approach, Birla Cosmetics aims for Lovetc to capture a 5-8% share of this expanding market, leveraging their expertise to drive meaningful impact and long-term growth.
Summary:
- Ananya Birla has launched a new premium color cosmetics brand called Lovetc under Birla Cosmetics Pvt Ltd.
- Lovetc aims to offer high-quality, luxury-standard products at accessible prices, challenging the traditional definition of luxury in beauty.
- The initial product range includes advanced lipsticks, long-wear eyeliners, and volumizing mascaras, all made in India.
- Bollywood actress Janhvi Kapoor has been signed as the exclusive brand ambassador for Lovetc.
- Lovetc will launch online via its D2C website and Nykaa, followed by a phased retail expansion across 200 stores in India’s top 20 cities.