Entrepreneur and singer Ananya Birla has entered India’s beauty industry by launching her new brand, LOVETC. This fresh cosmetics brand aims to combine international quality with Indian style. LOVETC focuses on bold colours, long-lasting products, and beauty that feels natural – not forced.
To introduce the brand, Ananya partnered with popular actor Janhvi Kapoor, who is now the brand’s first ambassador. Known for her confidence and unique style, Janhvi is the perfect face for LOVETC, which encourages self-expression and fearless beauty.
The launch campaign is full of colour and energy. It’s already live on social media and highlights the brand’s message: be bold, be real, and be yourself.
Ananya shared her thoughts on why she started LOVETC:
“I’ve always loved beauty that feels simple and real. LOVETC is about making you feel like your best self, not someone else.”
LOVETC’s first products include long-lasting lipsticks, sharp eyeliners, and volumizing mascaras. These are designed to feel good, look great, and stay put all day.
The brand stands by the idea of “Made in India, for the world,” aiming to show the global beauty market what Indian innovation can do. The products are already available online and on Nykaa, and they will soon be launched in stores across India.