Ananya Birla lauched her new beauty brand—and it's all about everyday glam

Artist and entrepreneur Ananya Birla is expanding her creative empire—and this time, it’s all about beauty. After the success of her luxe fragrance label Contraband, Birla is diving into colour cosmetics with her latest launch, Lovetc. The brand brings together high-performance colour cosmetics that are perfect for everyday wear—think long-stay lipsticks, ultra-precise eyeliners, and mascaras that deliver serious volume, all with a luxe-but-practical vibe. And with Janhvi Kapoor as the face of the brand, Lovetc is poised to shake up the beauty scene. Just another reason it’s already turning heads.

When it came to building her beauty brand, Ananya Birla had one goal in mind: beauty that feels like you, and doesn't change you into someone else. That’s exactly what Lovetc is—a brand designed to make every woman feel confident and authentic. "Makeup, to us, isn’t about covering up; it’s about becoming,” Birla says. “It’s all about stepping into every version of yourself that feels right in the moment.” 

Lovetc was built for real life, not just red carpets. Every formula is designed to work hard while staying effortlessly wearable, whether you’re running errands or heading out for the night. Ananya’s been hands-on with product development from day one, ensuring each product delivers on both performance and practicality. “I’ve always gravitated towards beauty that’s simple, effective, and enhances who you are,” she adds.

From all-day lipsticks to smudge-proof eyeliners and mascara that actually lasts, each product is crafted to slot seamlessly into your routine. Plus, they’re packed with high-quality ingredients that hold up, no matter where your day takes you.

“What sets Lovetc apart is its focus on performance-driven products that meet global standards, while still being tailored for Indian consumers,” says Ananya. “We’re not just chasing trends—we’re building something that lasts.”

And while most luxury beauty comes with a splurge-worthy price tag, Lovetc is here to flip the script. Ananya spotted the gap: people want high-performance, luxe-feeling products that don’t cost a fortune. “We’re bridging the gap between premium experience and accessible pricing,” she says. “It’s about giving you the best—without making you choose between quality and affordability.”

India’s beauty market is booming—and while it’s undeniably crowded, Ananya Birla sees that as a good thing. A competitive beauty space means more awareness, more variety, and more demand for high-quality products that truly work. “The Indian beauty market is certainly dynamic, but we see that as a huge positive,” she says. “A competitive landscape often reflects heightened consumer awareness and evolving demand.”

Why Lovetc will work for you

Lovetc isn’t just about making your makeup last longer—it’s about making it work better for you. Ananya and her team have paid close attention to what Indian consumers actually need, creating shades and formulas that suit our skin tones and weather. “Every product we put out must pass that test—would I personally use and love this every day?” she says. The vibe? Authentic, thoughtful, and made with purpose.

From a lipstick that stays put through your third cup of chai to a mascara that lifts without the dreaded clumps, every product is built to deliver.

With Lovetc, Ananya’s bringing something more than just pretty packaging—she’s offering beauty that’s luxe but lived-in, performance-driven but still fun. Whether you’re deep into makeup or just want solid staples that work, this line is all about helping you feel good in your own skin.

All images: The brand 

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