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Ananya Birla unveils LOVETC: A homegrown beauty brand with Janhvi Kapoor as the face
Janhvi Kapoor Unveils LOVETC, Ananya Birla’s New Made-in-India Makeup Brand
Janhvi Kapoor takes center stage as the face of LOVETC, a freshly launched premium colour cosmetics brand by Ananya Birla. The homegrown label, created under Birla Cosmetics Pvt. Ltd. (BCPL), debuts with a curated collection of high-performance makeup products made in India.
To introduce the brand, LOVETC rolled out a visually striking campaign film featuring Janhvi Kapoor. The campaign, now streaming across digital platforms and on both LOVETC and Janhvi’s social media handles, captures a vibrant, youthful energy that echoes the brand’s spirit.
On Instagram, Janhvi shared a video flaunting the new collection in a dazzling brown sequin tube gown, captioning it, “#LOVETC is here, and I’m obsessed! 💫
Not just makeup—it’s a vibe, a memory, a story in every shade. Can’t wait for you to try it yourself! 💜 #LoveThatStays”
Ananya Birla, Founder and Chairperson of Birla Cosmetics Pvt. Ltd. (BCPL), shared her vision behind the brand, “I’ve always believed in beauty that feels authentic—products that enhance your individuality rather than mask it. LOVETC is a reflection of that belief. It’s designed for people who live full, dynamic lives and want their makeup to keep up. Whether it’s a lipstick that lasts all day or a mascara that adds volume without clumping, we’ve tested everything to meet real-life demands.”
LOVETC’s initial product line is now available online via the official LOVETC website and on Nykaa, with plans for a brick-and-mortar retail rollout in major Indian cities in the coming months.
#Janhvi #Kapoor #Face #Ananya #Birlas #Beauty #Venture #LOVETC
