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Entrepreneur and singer-songwriter Ananya Birla has made a bold entry into India’s booming beauty industry with the launch of Lovetc, a premium color cosmetics brand under Birla Cosmetics Pvt. Ltd. Positioned as a high-performance, homegrown brand, Lovetc aims to redefine luxury by focusing on quality and innovation rather than price. 

The debut collection includes advanced lipsticks, long-wear eyeliners, and volumizing mascaras, all crafted in India to meet global beauty standards. To amplify its appeal, Bollywood actress Janhvi Kapoor has been signed as the brand ambassador, bringing youthful charm and elegance to Lovetc’s vibrant campaign. 

Ananya Birla, Founder and Chairperson of Birla Cosmetics, shared her vision: “Lovetc reflects our belief that luxury is defined by quality, not cost. It’s a brand designed for real lives, offering products that work hard, last long, and feel intuitive.” 

Lovetc will initially be available on its direct-to-consumer platform and popular e-retailer Nykaa, with plans to expand to 200 stores across 20 major cities in India. With India’s beauty market projected to more than double by 2032, Lovetc aims to capture a 5–8% market share, positioning itself as a global brand rooted in Indian innovation. 

This launch marks a significant step in Ananya Birla’s efforts to build a dynamic beauty portfolio, following the earlier success of her debut brand, Contraband. Lovetc is set to make waves in the competitive beauty market, offering a fresh, inclusive, and aspirational take on luxury cosmetics. 

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