Ananya Birla’s LOVETC with Janhvi Kapoor is the Boldest Beauty Launch of the Year

India’s beauty landscape just had a shakeup — and it’s not from a legacy giant. It’s from Ananya Birla, artist, entrepreneur, and now, beauty boss, with the launch of her premium cosmetics brand, LOVETC.

To mark the debut, LOVETC dropped a campaign film featuring Janhvi Kapoor — the Bollywood star known for her unfiltered Gen Z energy and effortless glam. The collaboration is no coincidence: both Kapoor and the brand represent a new-age beauty narrative that’s loud, proud, and deeply Indian.

At its core, LOVETC is function-first, but with flair. We’re talking long-wear lipsticks that survive your full day (and then some), eyeliners sharp enough to cut patriarchal beauty norms, and mascaras that add drama without the clumps.

Ananya Birla, speaking as the Founder and Chairperson of Birla Cosmetics Pvt Ltd, puts it perfectly: “LOVETC is beauty that enhances who you are — not something that transforms you into someone else.” That’s not just a founder quote. That’s a cultural manifesto.

The digital-first campaign is dripping in vibrant colours and unapologetic self-expression. Janhvi doesn’t pose as perfection — she owns the mess, the moods, the movement. And that’s the whole point.

In a market long dominated by Eurocentric standards and one-size-fits-all skincare fantasies, LOVETC is positioning itself as India’s bold new voice in colour cosmetics. Not aspirational — attainable. Not airbrushed — authentic.

From packaging to positioning, everything about LOVETC signals a brand that understands what Indian consumers want now — high-performance products that reflect who we are, not who we’re told to be.

With this move, Ananya Birla isn’t just entering the beauty space — she’s rewriting its rules.