Ananya Birla’s Birla Cosmetics expands brand portfolio with launch of Lovetc

Ananya Birla’s Birla Cosmetics Pvt Ltd’s (BCPL) has expanded its beauty portfolio with the launch of premium colour cosmetics brand ‘Lovetc’.

Entrepreneur and daughter of Indian billionaire Kumar Mangalam Birla, Ananya made her debut in the beauty and cosmetics market last year with Birla Cosmetics.

The launch of Lovetc is part of the company’s plan to release numerous brands in Indian stores this calendar year. It includes advanced lipsticks, long-wear eyeliners, and volumizing mascaras among others.

Commenting on the launch, Ananya Birla, founder chairperson, Birla Cosmetics in a statement 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.” 

“With a strategic and consumer-first approach, we are poised to capture a 5-8 percent share of India’s rapidly expanding cosmetics market, leveraging our expertise to drive meaningful impact and long-term growth,” she added.

Lovetc will initially retail through its direct-to-consumer and on Nykaa’s online platform. The brand’s offline retail expansion includes opening 200 stores in the top 20 cities in India.