ISLAND Beauty Raises Rs 2.58 Crore From AJ VC
ISLAND Beauty, a skincare brand co-founded by singer-actor Shirley Setia, has raised Rs 2.58 crore from early-stage investor AJ VC.
The company did not name the round or disclose a valuation.
It said the money will go towards product development, brand awareness and customer acquisition. Over the next three years, it plans to widen its product portfolio, strengthen its market presence and build awareness of barrier-focused skincare among consumers.
ISLAND Beauty was founded in 2023 by Setia, Jinsoon Lee, Mayank Jain and Sakshi Jain. It sources ingredients from South Korea and develops its formulations in India, with Indian weather and local skincare needs in mind.
Its products are built around the skin barrier, the outer layer of skin that holds in moisture and keeps out irritants, and are meant for daily use. The range is anchored by what the brand calls its Core Barrier Matrix, which combines two components, CBM-A Repair and CBM-B Defence.
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The portfolio covers cleansers, toners, serums, moisturisers and lip care. Single products sell on the brand's own website at between Rs 749 and Rs 1,699.
ISLAND Beauty is entering a segment that is growing quickly. India's Korean beauty market was worth about $0.4 billion in 2024 and is expected to reach $1.5 billion by 2030, a compound annual growth rate of 25.9%, according to a report by Datum Intelligence and Kindlife.
The same report estimates that K-beauty buyers in India will grow from 11.9 million in 2024 to 27.2 million by 2030. Moisturisers and serums, two of ISLAND Beauty's core categories, are among the most-tried K-beauty products in India, the report found, with 47% of adopters having tried moisturisers and 45% serums.
Setia launched the brand publicly in July 2025. "I didn't want to just endorse something. I wanted to build something I truly believed in," she said at the time of the launch.
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