Shirley Setia and Korean skincare expert, Jinsoon Lee’s ISLAND Beauty Raises ₹2.58 Crore from AJVC & Angels
Noida : ISLAND Beauty, a skincare brand built on the philosophy of Korean Science and Indian Reality, has raised ₹2.58 crore from AJ VC. The brand was co-founded by singer and actor Shirley Setia, Korean skincare expert Jinsoon Lee, former VAHDAM India CBO Mayank Jain, and entrepreneur Sakshi Jain. It aims to make skincare simpler and more effective by addressing a common problem: consumers constantly switching products, following new trends and trying complicated routines in the hope of achieving better skin.
With new skincare trends emerging almost every day, consumers are often left wondering what their skin actually needs. From layering multiple products to switching brands whenever a new ingredient goes viral, skincare can become a never-ending cycle of trial and error. ISLAND Beauty challenges this approach by focusing on simpler, consistent routines that support the skin’s protective barrier, rather than encouraging consumers to keep adding more products.
The brand sources authentic Korean ingredients from Korea and develops its formulations in India, keeping Indian weather conditions and everyday skin needs in mind. While Korean skincare is recognised for its ingredients and formulation expertise, products developed for Korean consumers may not always be the best fit for India’s different climate and skincare needs. Instead of asking consumers to follow Korean skincare trends blindly, ISLAND Beauty brings Korean ingredients and expertise into products specifically formulated with Indian consumers in mind.
ISLAND Beauty also aims to move beyond the usual approach to barrier repair. Many skincare routines focus on repairing the skin barrier after concerns appear, but consumers may find themselves repeating the same cycle when those concerns return. To address this, the brand has developed its proprietary Core Barrier Matrix™, combining CBM-A Repair and CBM-B Defence. The approach focuses not only on supporting barrier repair but also on strengthening the skin’s everyday defence, helping consumers move towards a more consistent routine rather than repeatedly starting over. Reflecting its confidence in its products, the brand also offers customers a 7-day return policy, subject to its return terms.
The funding marks an important step in ISLAND Beauty’s plans to build a skincare brand that consumers can understand and trust. Over the next three years, the company aims to expand its product portfolio, strengthen its market presence and make barrier-focused skincare a more familiar part of everyday routines. Its larger vision is to help consumers move away from constantly experimenting with new products and towards skincare they can confidently make part of their daily lives.
The funding marks an important step in ISLAND Beauty’s plans to build a skincare brand around a more considered approach to skin health. Over the next three years, the company aims to expand its product portfolio, deepen its understanding of Indian consumers and make barrier-focused skincare a more familiar part of everyday routines. The larger vision is to move beyond the idea of skincare as a constant cycle of trying new products and instead build a brand that consumers return to because they understand its products, trust their performance and see them as a lasting part of their skincare routine.
Commenting on the fundraise, Shirley Setia, Co-founder of ISLAND Beauty said, “I’ve seen how overwhelming skincare can get, even for me. There’s always a new product, a new trend or a new routine promising better skin. And before you know it, you’re switching products again, hoping something will finally work. With ISLAND Beauty, we wanted to break that cycle and help people focus on what their skin actually needs, not what’s trending. That’s why we believe in both barrier repair and defence, so you’re not constantly starting over. This funding means so much to us, and we’re excited to bring our vision to more people while staying real, honest and authentic.”
To this, Jinsoon Lee, Korean Skincare Expert and Co-founder of ISLAND Beauty, added, “Korean skincare has some incredible ingredients and formulation expertise, but that doesn’t mean every Korean product is automatically right for Indian skin. The weather, daily conditions and skincare needs here can be very different. I wanted Indian consumers to experience the benefits of authentic Korean ingredients without having to blindly follow Korean skincare trends. That’s why we source ingredients from Korea but develop our formulations keeping Indian conditions in mind. We also believe skincare shouldn’t be about repairing the same concerns again and again. With our Core Barrier Matrix™, we focus on both repair and defence, so people can build a simpler, more consistent routine.”
Speaking on the fundraise, Aviral Bhatnagar, Founder of AJ VC said, “Mayank, Sakshi, Shirley and Jinsoon are a unique and innovative team that blends deep operational expertise, marketing nous and Korean know how. India needs a tailored brand for its skin, bringing the best of K Beauty. The Island team is well positioned to build a new brand here”
The ₹2.58 crore investment will support product development, brand awareness and the brand’s efforts to reach more customers. ISLAND Beauty’s current range 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.
****
