ISLAND Magnificence, a skincare model co-founded by singer-actor Shirley Setia that pairs Korean elements with formulations made for Indian pores and skin, has raised Rs 2.58 crore from early-stage investor AJ VC.

The startup mentioned the funding will go in the direction of product improvement, brand consciousness and buyer acquisition. It didn’t identify the spherical or disclose a valuation.

Over the subsequent three years, ISLAND Beauty plans to widen its product portfolio, strengthen its market presence and construct consciousness of barrier-focused skincare amongst customers.

What ISLAND Magnificence sells

ISLAND Magnificence was based in 2023 by Shirley Setia, Jinsoon Lee, Mayank Jain and Sakshi Jain. The model describes Lee as a Korean skincare skilled.

The startup sources its elements from South Korea and develops its formulations in India, with Indian climate and native skincare wants in thoughts. Its merchandise are constructed across the pores and skin barrier, the outer layer of pores and skin that holds in moisture and retains out irritants, and are meant for day by day use.

On the centre of the vary is what the model calls its Core Barrier Matrix, which mixes two elements, CBM-A Restore and CBM-B Defence. 

In keeping with ISLAND Beauty, CBM-A makes use of a ceramide lipid layer to assist restore and hydrate the pores and skin, whereas CBM-B makes use of an ectoin-based “stress defend” designed to guard it from environmental stressors.

The present portfolio covers cleansers, toners, serums, moisturisers and lip care. Its Dew Drop Barrier Restore Glow Serum accommodates 50% Korean rice water and 5% niacinamide.

The model sells by way of its personal web site, the place single merchandise are listed at between Rs 749 for the Soften On Lip Restore Balm and Rs 1,699 for the Dew Drop serum.

The Clear in a Soften Cleanser is priced at Rs 899, the Purity in a Drop Toner and Essence at Rs 1,199 and the Morning Dew Barrier Moisturiser at Rs 1,499. It additionally sells bundled units at a reduction and gives a seven-day return coverage, topic to its phrases.

A star founder who wished greater than an endorsement

Setia, a singer and actor with a big on-line following, launched ISLAND publicly in July 2025, on her birthday. At launch, the brand supplied a three-step routine that mixed fermented Korean rice water with Indian elements comparable to turmeric.

She has mentioned the model’s calm, minimalist method got here from her personal expertise with delicate pores and skin, breakouts introduced on by journey, and utilizing too many merchandise.

“I did not wish to simply endorse one thing. I wished to construct one thing I actually believed in,” Setia mentioned on the time of the launch.

“With ISLAND, I wished to deliver the perfect of world skincare, particularly Korean rituals, however make it really our personal,” she added.

The Ok-beauty market in India

ISLAND Magnificence is getting into a phase that’s rising rapidly. India’s Korean magnificence market was price about $0.4 billion in 2024 and is anticipated to succeed in $1.5 billion by 2030, a compound annual development charge of 25.9%, in keeping with a report by Datum Intelligence and Kindlife.

The identical report estimates that the variety of Ok-beauty consumers in India will develop from 11.9 million in 2024 to 27.2 million by 2030, with every purchaser spending about $33.3 a yr in 2024. The examine surveyed 2,018 magnificence consumers throughout 30 cities between 24 February and 15 March 2025.

Moisturisers and serums, two of ISLAND Magnificence’s core classes, are among the many most-tried Ok-beauty merchandise in India, the report discovered, with 47% of adopters having tried moisturisers and 45% serums.