The Ananya Birla Foundation strengthens its presence in the beauty industry with the launch of Lovetc. 

The brand aims to redefine the beauty landscape with quality homegrown brands that address the market-gap for high-performance, premium colour cosmetics in India. 

This strategic expansion follows Birla Cosmetics launch of Contraband, earlier this year. 

The announcement reinforces its commitment to providing high-value offerings to Indian beauty-enthusiasts. 

The company’s foray into colour cosmetics is part of its long-term vision to build a dynamic beauty portfolio, leveraging deep consumer insights and expertise in delivering product excellence. 

Lovetc will be positioned as a premium brand created in India, for consumers in the market and across the world. The launch portfolio includes advanced lipsticks, long-wear eyeliners, and volumising mascaras—all formulated with ingredients that prioritise performance and user delight.

To amplify its market entry, BCPL has signed Indian actress Janhvi Kapoor as Lovetc’s exclusive brand ambassador. Known for her effortless elegance and modern appeal, Kapoor’s association enhances consumer engagement and elevates the brand’s presence among aspirational beauty consumers.

The brand has also rolled out a campaign which features Kapoor to highlight this association.

Ananya Birla, founder and chairperson, Birla Cosmetics, said, "The launch of Lovetc reiterates our constant belief that price is not what defines luxury, the quality of the product does. Better quality at a better cost, Lovetc offers a fresh new take on beauty, by offering world-class, high-performance colour cosmetics where luxury comes as a promise of a better future. With a strategic and consumer-first approach, we are poised to capture a 5-8% share of India’s rapidly expanding cosmetics market, leveraging our expertise to drive meaningful impact and long-term growth.”