LOVETC by Ananya Birla debuts with Janhvi Kapoor as brand ambassador

The brand’s campaign is a celebration of vibrant colour and fearless femininity

by e4m Staff
Published: Apr 16, 2025 6:39 PM | 1 min read

LOVETC

Ananya Birla – businessperson and artist – has launched LOVETC, a premium, high-performance colour cosmetics brand.

To mark the launch, LOVETC debuted a new campaign with actor Janhvi Kapoor as the face of the brand. With her effortless sophistication and confident individuality, Kapoor brings to life the ethos of LOVETC — beauty that’s bold, expressive, and rooted in authenticity, stated a press release.

The campaign film, now live on LOVETC and Janhvi Kapoor’s social media handles and across digital platforms, is a visual celebration of vibrant colour and fearless femininity — a tribute to the modern Indian beauty-enthusiast who is setting her own standards for luxury and self-expression.

Speaking about LOVETC, Ananya Birla - Founder and Chairperson, Birla Cosmetics Pvt Ltd (BCPL) said: "I’ve always gravitated towards beauty that’s simple, effective, and enhances who you are - not transforms you into someone else. LOVETC reflects that philosophy. It’s a brand designed for real lives; with products that work hard, last long, and feel intuitive. Whether it’s a lipstick that stays on through a long day, or a mascara that volumizes without clumping, we want every product to pass that real-life test."
LOVETC has launched with a carefully curated range of long-wear lipsticks, precision eyeliners, and volumizing mascaras.