LOVETC, the premium colour cosmetics brand from Birla Cosmetics, has announced actor Tamannaah Bhatia as the face of the brand as it completes its first year in the market.

Launched in 2025 by Ananya Birla, the brand has seen steady growth, expanding its distribution and building a digital-first marketing approach. With this association, LOVETC looks to strengthen its connection with a wider audience, leveraging Tamannaah Bhatia’s appeal across markets.

In its first year, the brand focused on lips and eyes categories. It has also seen traction across metros and emerging cities, alongside growing offline presence, with plans to expand retail reach further in 2026.

Looking ahead, LOVETC is set to enter the face category with new launches, including a foundation range designed for diverse Indian skin tones, as it continues to build its portfolio.

Speaking about the next steps for LOVETC, Ananya Birla shared: “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. Everything we build from here will be held to that. Bringing Tamannaah on board as the face of LOVETC at this point feels especially pertinent, because she brings together an authentic love for beauty with a connection that cuts across audiences and geographies.”

Tamannaah Bhatia shared her excitement: “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. I am excited to be the face of a brand that is creating products with both performance and personality, and I look forward to being part of its journey ahead.”