Mumbai: Marking a bold new entry into India’s beauty segment, Ananya Birla – entrepreneur, artist, and founder of Birla Cosmetics Pvt Ltd (BCPL) – has officially launched LOVETC, a premium, high-performance colour cosmetics brand that blends global quality standards with a proudly homegrown ethos.
To celebrate the brand’s debut, LOVETC unveiled a striking new campaign fronted by actor and youth icon Janhvi Kapoor, who steps in as the official brand ambassador. Kapoor’s effortless elegance and self-assured style embody the spirit of LOVETC — a brand defined by expressive beauty, authenticity, and bold individuality.
The campaign film, now live across LOVETC’s and Janhvi Kapoor’s social media handles, along with digital platforms, offers a vibrant and visually arresting celebration of fearless femininity. It reflects the brand’s commitment to the modern Indian beauty consumer who embraces luxury, colour, and self-expression on her own terms.
Ananya Birla, Founder and Chairperson, Birla Cosmetics Pvt Ltd, shared, “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 volumizes without clumping, we want every product to pass that real-life test.”
LOVETC makes its entry with a curated portfolio featuring long-wear lipsticks, precision eyeliners, and volumizing mascaras — all formulated to offer long-lasting wear, performance-led innovation, and a luxurious sensorial experience.
