Ananya Birla launches beauty brand LOVETC with Janhvi Kapoor as brand ambassador

Entrepreneur and singer-songwriter Ananya Birla has officially launched LOVETC, a bold new entrant into India’s beauty market.

Touted as a premium, high-performance colour cosmetics brand, LOVETC is positioned at the intersection of global quality and Indian authenticity, offering a vibrant and empowering take on beauty for the modern Indian consumer. 

Kapoor, known for her bold style and confident individuality, brings the brand's spirit of self-expression and fearless femininity to life.

The campaign film now streaming across LOVETC and Janhvi Kapoor’s social media channels showcases a kaleidoscope of vivid hues, effortless glam, and unapologetic self-expression, aligning with the brand’s mission to redefine beauty as bold, expressive, and authentic.

LOVETC makes its debut with a curated selection of products including long-wear lipsticks, precision eyeliners, and volumizing mascaras. The range is designed to combine cutting-edge innovation with sensorial luxury, ensuring high performance without compromising on comfort or style.

The brand emphasizes “Made in India, for the world”, signalling its ambition to position homegrown excellence on the global beauty map. Products are now available online and on Nykaa, with plans for offline retail rollout across major Indian cities in the coming months.

With the combined star power of Ananya Birla and Janhvi Kapoor, LOVETC is poised to make a powerful first impression in India’s competitive beauty market — offering a refreshing, homegrown take on luxury beauty that celebrates individuality, confidence, and bold expression.