Entrepreneur and singer Ananya Birla has introduced LOVETC, a new premium cosmetics brand proudly made in India. The brand aims to bring high-quality, effective makeup to modern consumers, blending style with substance.
To celebrate its launch, LOVETC rolled out a chic and vibrant campaign starring Bollywood actor Janhvi Kapoor as the brand ambassador. The campaign film is now live across LOVETC’s official platforms as well as Janhvi’s social media, capturing the brand’s youthful, confident spirit.
Sharing her vision for the brand, Ananya Birla, Founder and Chairperson of Birla Cosmetics (BCPL), said:
“I’ve always been drawn to beauty that feels effortless and enhances your natural self rather than changing who you are. LOVETC is built around that idea – real products for real lives. Whether it’s a lipstick that stays put through a long day or a mascara that volumizes without clumping, everything we make is meant to meet the everyday beauty test.”
The initial product line features lipsticks, eyeliners, and mascaras, all crafted to deliver high performance with ease. LOVETC is now available online at the brand’s official website and on Nykaa, with plans to expand into retail outlets across major Indian cities soon.
