Ananya Birla has entered India’s growing beauty segment with the launch of Lovetc, a premium cosmetics label aimed at carving out a space in the high-performance makeup category. The brand is backed by the Office of Ananya Birla, part of the Aditya Birla Group, and marks the latest move in her efforts to build a contemporary beauty portfolio under Birla Cosmetics Private Limited.
This launch follows the earlier debut of Contraband, and signals a deeper push into a competitive but fast-expanding market. Lovetc positions itself as a modern Indian brand focused on delivering quality-first, innovation-led products that compete with global standards.
The first collection includes long-stay eyeliners, volumising mascaras, and high-tech lipsticks — all manufactured in India — targeting consumers who seek both performance and style in everyday beauty. To amplify its reach among younger audiences, actor Janhvi Kapoor has come on board as the exclusive face of the brand. Her presence is expected to deepen Lovetc’s connection with aspirational, trend-driven consumers, particularly in the premium segment.
India’s beauty and personal care market, currently valued at over $600 million, is expected to more than double by the end of the decade. With this momentum, Lovetc aims to capture 5–8% of the market, according to Ananya Birla, who sees the brand as more than a commercial play, but a statement on what luxury means today.
“Lovetc is built on the idea that quality defines luxury, not the price tag,” Birla said. “It reflects a bold, forward-looking approach to beauty — one that listens to consumers and builds for a future that’s both aspirational and inclusive.” The company plans to scale Lovetc within India and explore international markets in the long term, positioning it as a global brand rooted in Indian innovation.