Ananya Birla, both a businesswoman and artist, has introduced LOVETC, a premium, high-performance cosmetics brand that blends global quality with a distinct, homegrown essence.
To celebrate its launch, LOVETC unveiled a chic campaign featuring actress Janhvi Kapoor as the brand ambassador. Kapoor embodies the brand’s spirit with her elegance and confident individuality, representing a beauty that’s bold, expressive, and authentic.
The campaign film, now available on digital platforms, showcases vibrant colors and fearless femininity, resonating with modern Indian beauty enthusiasts who are redefining luxury and self-expression.
Ananya Birla, Founder and Chairperson of Birla Cosmetics Pvt Ltd, shared her vision for the brand, emphasizing beauty that enhances individuality rather than transforming it. She highlighted that LOVETC products are designed for real lives, offering long-lasting, effective solutions that cater to everyday needs, like lipsticks that stay on all day and mascaras that volumize without clumping.
LOVETC has launched with a curated range of long-wear lipsticks, precision eyeliners, and volumizing mascaras, each crafted for high performance and sensory pleasure.