LOVETC, a newly launched premium colour cosmetics brand by entrepreneur and artist Ananya Birla, has announced Bollywood star Janhvi Kapoor as its brand ambassador. The brand enters the Indian beauty market with a vision to combine global-quality formulations with a uniquely Indian identity.
To mark the launch, LOVETC unveiled a campaign featuring Kapoor, who embodies the brand’s ethos of bold, expressive, and authentic beauty. The campaign film, released across digital and social platforms, reflects the evolving beauty ideals of today’s Indian consumers—celebrating individuality, vibrancy, and confidence.
A Brand Built for Real Lives
Speaking on the launch, Ananya Birla, Founder and Chairperson of Birla Cosmetics Pvt Ltd (BCPL), shared:
“I’ve always believed that beauty should enhance who you are—not turn you into someone else. LOVETC is built around that belief. It’s designed for real lives, with products that perform, last, and feel intuitive. From lipsticks that endure long days to mascaras that add volume without clumping, every product is made to meet the demands of everyday life.”
Product Line-Up
LOVETC launches with a thoughtfully curated range of:
- Long-wear Lipsticks that deliver bold colour and comfort
- Precision Eyeliners for sharp, defined looks
- Volumising Mascaras designed to lift and enhance lashes without smudging or flaking
With a focus on innovation, high performance, and sensorial appeal, LOVETC aims to redefine beauty for the modern Indian woman—making premium, effective makeup both accessible and empowering.
