Brands
Glam21 ropes in Avneet Kaur for wedding campaign, unveils bridal contest
NEW DELHI: Glam21 is turning the wedding season into a full-blown celebration of beauty, glamour and big dreams. The cosmetics brand has launched a nationwide wedding campaign from 14 December, bringing together festive offers, immersive experiences and a dash of celebrity charm with actor and style favourite Avneet Kaur at its heart.
Designed to capture the excitement that surrounds Indian weddings, the campaign blends bridal inspiration with shopper rewards. As part of the initiative, Glam21 has rolled out a wedding contest for customers purchasing products worth Rs 1,499 or more. One lucky bride-to-be will win a once-in-a-lifetime experience, inviting Avneet Kaur to her wedding and receiving a bridal makeover by a celebrity makeup artist. Non-brides are also in the mix, with the chance to win an iPhone 17 Pro.
Founder Pradeep Goyal said the idea was to make weddings feel even more special. He added that the campaign combines celebrity appeal, exclusive prizes and immersive retail experiences to ensure customers feel celebrated during one of life’s biggest milestones.
Running until 27 January 2026, the campaign extends well beyond screens. Glam21 has gone big on in-store branding with wedding-themed displays, striking gate arches and festive pandals offering free makeovers, trials and games. In busy Delhi markets, flash mobs featuring brides carrying oversized Glam21 products are set to turn heads and draw crowds.
The push is being amplified online through influencer collaborations, ensuring the buzz travels from store aisles to social feeds. With colour, creativity and a touch of stardom, Glam21’s latest campaign positions the brand as a lively companion to the wedding season, proving that when beauty meets celebration, the spotlight follows.
Brands
Lovetc appoints Tamannaah Bhatia as brand face
Ananya Birla’s premium colour cosmetics line gears up for strong second year with 30 per cent monthly growth and fresh face category launch.
MUMBAI: Lovetc is tinting its success story with a starry new shade Tamannaah Bhatia has just been named the face of Ananya Birla’s premium beauty brand. As the colour cosmetics label under Birla Cosmetics completes a vibrant first year in April 2026, it is entering its second chapter with impressive momentum. The brand has delivered 30 per cent month-on-month growth, expanded thoughtfully into offline and quick-commerce channels, and built a loyal following through a digital-first approach mixed with genuine consumer connections.
Priced between Rs 650 and Rs 1,850, Lovetc focused its debut portfolio on lips and eyes categories. Hero products such as Tint, Talk, Etc Radiant Glow Hydrating Tint (SPF 30 PA++), Pout, Perfect, Etc Matte Bullet Lipstick, and Melt, Miracle, Etc Treatment Oil-Infused Lip Balm quickly won hearts. Early shoppers showed strong purchase intent, with average order values ranging from Rs 1,200 to Rs 2,800 and an average of two items per transaction, signalling healthy basket-building and repeat purchases.
The brand made its mark in key metros including Mumbai, NCR, Chennai, Bengaluru, Chandigarh, Patiala, Ludhiana, and Cochin, while Tier-2 cities surprised with robust demand and loyalty. On the distribution side, Lovetc entered 90 offline retail doors in year one and is on track to cross 150 doors by Q2 2026, choosing each outlet carefully to match its premium positioning.
To mark the milestone, Lovetc is stepping into the face category with the launch of Ace, Face, Etc 4K Blur Matte Foundation in eight shades tailored for diverse Indian skin tones. Additional innovations like the multi-purpose The Etc stick and longwear lip tint Love Bites are also in the pipeline.
Tamannaah Bhatia, known for her pan-India appeal across films and her authentic love for beauty, brings cultural relevance and credibility to the brand. Ananya Birla, founder of Birla Cosmetics, said, “Year Two is going to be big. The brief for every new launch remains the same: Does it perform? Is it playful? Is it kind to the person wearing it? Performance, playfulness, and kindness that is the promise we intend to keep. Bringing Tamannaah on board feels especially pertinent because she brings together an authentic love for beauty with a connection that cuts across audiences and geographies.”
Tamannaah Bhatia added, “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.”
With deliberate growth, quality-focused retail expansion, and a celebrity partner who genuinely connects with beauty lovers nationwide, Lovetc is blending performance with personality in a market hungry for thoughtful premium options. As it steps into year two, the brand is proving that in beauty, the right tint can make everything glow a little brighter. Delhi, Mumbai, or a Tier-2 favourite Lovetc is colouring India’s beauty shelves with confidence and charm.
