Ananya Birla, entrepreneur and artist, has entered India’s booming beauty segment with the launch of LOVETC, a high-performance, premium colour cosmetics brand under Birla Cosmetics Pvt Ltd (BCPL). Rooted in the ethos of bold, expressive, and authentic beauty, LOVETC debuts with a campaign featuring Bollywood actor and youth icon Janhvi Kapoor as its face.
Positioned as a homegrown brand with global ambitions, LOVETC is designed to meet the everyday beauty needs of modern Indian consumers.
The launch campaign — live on LOVETC’s and Kapoor’s social media platforms — showcases a vibrant, visually striking film celebrating fearless femininity and unapologetic self-expression.
Ananya Birla, Founder and Chairperson, BCPL, said, “I’ve always gravitated towards beauty that’s simple, effective, and enhances who you are — not transforms you into someone else. LOVETC reflects that philosophy. It’s a brand designed for real lives; with products that work hard, last long, and feel intuitive. Whether it’s a lipstick that stays on through a long day, or a mascara that volumises without clumping, we want every product to pass that real-life test.”
LOVETC has introduced a curated line of long-wear lipsticks, precision eyeliners, and volumising mascaras, combining performance-driven innovation with a sensorial experience. The products are now available online at www.lovetc.com and on Nykaa, with offline retail expansion planned across key Indian cities.
As Ananya Birla steps into the beauty industry, LOVETC aims to establish itself as a globally relevant brand — made in India, for the world.
