Singer Shirley Setia's K-Beauty Inspired Brand ISLAND Beauty Raises ₹2.58 Crore From AJVC to Make Korean Skincare for Indian Skin

Korean beauty products have become one of the fastest-growing trends in Indian skincare, driven by K-dramas, K-pop and social media. A brand co-founded by singer and actor Shirley Setia is aiming to combine the appeal of Korean skincare with formulas designed specifically for Indian skin.

ISLAND Beauty has raised ₹2.58 crore from AJVC, an early-stage venture fund, according to StartupTalky on Thursday, October 29. The type of funding round was not disclosed.

The brand was founded in 2023 by Setia, Jinsoon Lee, Mayank Jain and Sakshi Jain. It blends Korean ingredients with formulations developed for Indian skin.

From YouTube to entrepreneurship

Shirley Setia rose to fame as a YouTube singer, building a large online following with her cover songs. Raised in New Zealand, she became one of the best-known examples of a diaspora artist who built an audience in India through digital platforms, before moving into playback singing and acting in Hindi films and web series.

Her journey into entrepreneurship reflects a broader trend of celebrities and influencers launching consumer brands, particularly in beauty and personal care. A strong social media presence gives celebrity founders a direct channel to reach consumers, reducing the cost of building brand awareness, a major expense for new beauty brands.

A diverse founding team

ISLAND Beauty's founding team combines different strengths. Jinsoon Lee's involvement suggests a direct connection to the Korean beauty industry, which is known for innovation in ingredients, textures and formulations. Sakshi Jain and Mayank Jain bring business and operational experience to the venture. The combination of a celebrity co-founder, Korean expertise and business leadership is intended to give the brand credibility in both product and marketing.

The K-beauty wave

Korean beauty, or K-beauty, has gained enormous popularity worldwide over the past decade. It is known for multi-step skincare routines, innovative ingredients such as snail mucin, centella asiatica, rice water and fermented extracts, and lightweight textures. In India, interest in K-beauty has surged among young urban consumers, fuelled by the popularity of Korean dramas and music on streaming platforms.

Indian beauty retailers have responded by expanding their ranges of Korean products. Nykaa, India's largest beauty retailer, offers a wide selection of K-beauty brands, and several Indian brands have launched products inspired by Korean skincare.

Adapting to Indian skin

One of the challenges with imported skincare is that products developed for one climate and skin type may not suit another. Indian consumers have diverse skin tones and types, and many live in hot, humid climates with high levels of sun exposure and pollution. Common concerns include pigmentation, oiliness, acne and uneven skin tone.

ISLAND Beauty's approach of adapting Korean ingredients to Indian needs aims to address these differences. Products formulated for Indian conditions may offer better results and greater appeal than imported products designed for Korean or Western markets. Imported K-beauty products are also often expensive because of import costs, and locally developed products can be priced more affordably.

India's beauty market

India's beauty and personal care market has grown rapidly, driven by rising incomes, urbanisation, e-commerce and social media. Young consumers, particularly Gen Z, are increasingly interested in skincare, ingredients and self-care routines. Digital-first brands such as Minimalist, The Derma Co, Mamaearth and Plum have grown quickly by selling online and engaging consumers through social media.

The market has also attracted the attention of large consumer goods companies. Hindustan Unilever acquired a majority stake in Minimalist, and other established companies have invested in or acquired digital-first beauty brands. This consolidation has created exit opportunities for investors in beauty startups, encouraging further investment.

Celebrity-founded beauty brands

Celebrity beauty brands have had mixed success. Globally, brands such as Rihanna's Fenty Beauty have become major businesses, while others have struggled after initial publicity. In India, actors and influencers have launched or backed beauty and personal care brands, with varying results.

Success typically depends on product quality, pricing, distribution and sustained marketing, rather than celebrity association alone. Consumers may try a product because of a celebrity's endorsement, but they will only continue buying it if it works for them. Brands that combine celebrity reach with strong products and solid business fundamentals are more likely to succeed.

Women in beauty entrepreneurship

ISLAND Beauty joins a growing number of beauty brands founded or co-founded by women in India. Falguni Nayar built Nykaa into one of India's most successful consumer internet companies, and Vineeta Singh co-founded SUGAR Cosmetics, which has become a leading colour cosmetics brand. Women founders have been particularly prominent in beauty and personal care, where their understanding of consumer needs can give them an advantage.

However, women-founded startups continue to receive a small share of total venture funding in India. Each funding round for women-led companies adds to the visibility of women entrepreneurs and helps build networks that support future founders.

The investor

AJVC is an early-stage venture fund that invests in consumer and technology startups at the pre-seed and seed stages. A cheque of ₹2.58 crore is typical for an early-stage consumer brand seeking to develop products, build its team and test its market. Early investors often look for founders with distinctive advantages, such as an existing audience or unique product expertise, both of which ISLAND Beauty can claim.

Challenges ahead

The Indian beauty market is highly competitive, with hundreds of brands competing for consumers' attention on e-commerce platforms, quick commerce apps and social media. Customer acquisition costs can be high, and building repeat purchases requires consistent product quality. Regulatory compliance for cosmetics, including ingredient safety and labelling, is also essential.

ISLAND Beauty will need to differentiate itself in a crowded market, build distribution and convert initial interest into loyal customers.

What comes next

ISLAND Beauty will use the funding to develop its product range, strengthen its team and expand its reach to consumers. Its progress will be watched as a test of whether a celebrity-founded brand with a clear product proposition can build a sustainable business in India's crowded beauty market. For Shirley Setia, the venture marks a new chapter that extends her influence from music and films into entrepreneurship, joining a growing community of women building consumer brands in India.

Industry watchers will also follow whether ISLAND Beauty expands into offline retail and quick commerce channels, which are becoming increasingly important for beauty brands seeking to reach consumers beyond the largest cities. A successful expansion would add to the growing list of Indian beauty brands that have turned social media reach into lasting consumer businesses.