Ananya Birla enters into Beauty Market with New Brand Lovetc

The Office of Ananya Birla, part of the Aditya Birla Group, has ventured into the beauty industry with the launch of Lovetc, a new premium cosmetics brand designed to address the demand for high-performance color cosmetics in India. This initiative follows the earlier introduction of Contraband by Birla Cosmetics Private Limited (BCPL) and is part of a larger strategy to develop a robust beauty portfolio driven by consumer insights and innovative products.

To enhance the brand's appeal, Indian actress Janhvi Kapoor has been appointed as Lovetc’s exclusive brand ambassador, a partnership expected to resonate with young, aspirational beauty consumers across the nation.

Currently valued at USD 629.42 million (FY2024), India’s beauty and personal care market is anticipated to exceed USD 1.3 billion by FY2032, presenting significant opportunities for homegrown brands like Lovetc.

Ananya Birla, Founder and Chairperson of Birla Cosmetics, stated, “The launch of Lovetc embodies our belief that luxury is defined not by price but by the quality of the product. Lovetc introduces a bold new perspective offering world-class, high-performance cosmetics with a commitment to a better future.”

She further mentioned that with a consumer-centric approach, the company aims to capture 5-8% of India’s rapidly expanding cosmetics market, positioning Lovetc for sustainable success both domestically and internationally.

Lovetc’s initial product line features advanced lipsticks, long-lasting eyeliners, and volumizing mascaras, all marketed as premium offerings crafted in India for both local and global consumers.

Read More News :

The Energy Transition Is Redefining Demand for Vital Commodities: Vasanth JB

Foxconn Eyes First North India Plant Along Yamuna Expressway