ISLAND Beauty, a skincare startup co-founded by singer and actor Shirley Setia, Korean skincare expert Jinsoon Lee, Mayank Jain and Sakshi Jain, has raised ₹2.58 crore from AJ VC and angel investors. The company plans to use the capital to strengthen product development, increase brand awareness and expand its customer base in India.
Founded on the philosophy of “Korean Science × Indian Reality,” the Noida-based brand aims to combine Korean skincare ingredients and formulation expertise with products developed specifically for Indian skin needs and weather conditions.
The funding comes as consumers increasingly encounter new skincare ingredients, products and routines across digital platforms. ISLAND Beauty is positioning itself around a simpler approach, encouraging consistent skincare practices instead of frequent product switching in pursuit of better results.
Bringing Korean Skincare Expertise to Indian Consumers
While Korean skincare has gained popularity for its ingredients and formulation techniques, ISLAND Beauty believes products designed for Korean consumers may not always address the different climatic conditions and everyday skincare needs of Indian users.
The company sources ingredients from South Korea and develops its formulations in India, aiming to bridge this gap. Its product range currently includes a cleanser, toner, serum, moisturiser and lip care.
One of its products, the Dew Drop Barrier Repair Glow Serum, contains 50% Korean rice water and 5% niacinamide.
The brand’s approach centres on skin-barrier health, with a focus on reducing the complexity of everyday skincare routines. Rather than encouraging consumers to keep adding products, it aims to help them build routines that are easier to understand and maintain.
Core Barrier Matrix™ Focuses on Repair and Defence
A key part of ISLAND Beauty’s product philosophy is its proprietary Core Barrier Matrix™, which combines two components: CBM-A Repair and CBM-B Defence.
According to the company, the approach is designed to address both skin-barrier repair and everyday defence. The idea is to go beyond responding to skin concerns after they appear and support a more consistent skincare routine.
Shirley Setia, co-founder of ISLAND Beauty, said the brand was created in response to the overwhelming number of products and trends consumers encounter.
She explained that the company wants people to focus on what their skin needs rather than constantly switching products in response to the latest trend. The funding, she added, will help the team bring this approach to more consumers while maintaining its focus on authenticity.
Jinsoon Lee, Korean skincare expert and co-founder, said Korean ingredients and formulation expertise can offer value to Indian consumers when products are developed with local conditions in mind. She emphasised the importance of adapting formulations to Indian weather and skincare needs instead of simply replicating products designed for other markets.
Funding to Support Product Development and Expansion
The ₹2.58 crore investment will support ISLAND Beauty’s plans to expand its product portfolio, strengthen its market presence and reach more customers. Over the next three years, the company intends to deepen its understanding of Indian consumers and make barrier-focused skincare a more familiar part of everyday routines.
Aviral Bhatnagar, founder of AJ VC, highlighted the founding team’s combination of operational experience, marketing expertise and Korean skincare knowledge. He said the company sees an opportunity to build a skincare brand tailored to Indian consumers while drawing on Korean beauty expertise.
ISLAND Beauty also offers a seven-day return policy, subject to its terms, as part of its customer offering.
Building a More Consistent Skincare Routine
The Indian skincare market offers opportunities for brands that can establish consumer trust while differentiating themselves in a crowded category. For ISLAND Beauty, the challenge will be translating its product philosophy into repeat purchases, building awareness and expanding its range without losing its focus on simplicity.
With the new funding, the company aims to grow its reach and encourage consumers to move away from constantly experimenting with new products towards more consistent skincare habits.
Its progress will depend on how effectively it communicates the value of its formulations, demonstrates product performance and builds lasting relationships with customers in an increasingly competitive beauty market.
By: Sejal Thakur
