India’s beauty scene is ablaze with a new moniker that exudes girl power, grit, and glam. Ananya Birla, a Gen Z icon, singer, and entrepreneur, has officially launched her sleek new cosmetics line, LOVETC, which is already making waves in the fashion and lifestyle world.  And guess who’s making the spotlight sparkle?  Janhvi Kapoor, an absolute modern-day muse.

“Not just makeup, but a story in every shade” is the tagline that makes LOVETC stick out from its rivals. It’s an enduring celebration of individuality, self-assurance, and colour.  Bold, breathable, and stunningly luxe, LOVETC is all about beauty that moves with you, whether you’re dancing under the city lights or heading to a brunch in the sun.

Luxe That Loves You Back

Ananya has created a name for herself in the music industry and has been a strong advocate for mental health in the past. Right now, she’s all about revolutionising the cosmetics market with a line of products that feel high-end, look high-end, and are still really affordable. Imagine luxury without the shock of a label.

For the girl-on-the-go who wants her beauty bag to match her ambition, LOVETC’s debut collection features mascaras that promise lashes for days, long-wear eyeliners that glide like a dream, and velvety matte lipsticks that last all day.

 

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A post shared by Ananya Birla (@ananyabirla)

As she launches her baby in a rather unconventional way, Ananya says, “Makeup is not about rules but about freedom. It’s where confidence and softness live together. We invite you to wear us, not as a disguise, but as a revelation.”

And in true Ananya style, this isn’t just makeup – it’s a movement created in India for the world. A homegrown brand that speaks the global language of glamour, with a desi heartbeat.

Janhvi Kapoor: The Perfect Face Of Glamour

Let’s speak about Janhvi Kapoor’s LOVETC promotional debut. It’s everything we could have hoped for and more. Stunning in a sequined brown tube gown, Janhvi twirls, pouts, and poses through the camera lens with effortless elegance as she is captured in a whirl of soft browns, champagne golds, and deep berry tones.

She posted the campaign on Instagram with the caption: “#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”

 

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A post shared by Janhvi Kapoor (@janhvikapoor)

And the video? A chic, graphic ode to everything bold, gorgeous, and unabashedly feminine.

Janhvi is the brand’s face, and LOVETC has an aspirational yet grounded vibe—the kind of beauty you wear when you’re dancing barefoot at midnight or following dreams. She is young but composed, playful yet fierce—everything the brand is all about.

Where To Find The Glam

The LOVETC collection is currently available for purchase on Nykaa’s online store and its official D2C website. More than 200 retailers in 20 cities will eventually be part of the statewide retail rollout.  Henceforth, the LOVETC line is destined to become your next go-to beauty product, whether you’re shopping from a sunny vanity or getting a quick pick-me-up at your favourite mall.

With this launch, Ananya Birla is not just entering the beauty world; rather, she is redefining it with soul, sophistication, and self-love at its core.