Shirley Setia, known for her soulful singing, global fan following, and charming screen presence, has now ventured into the beauty space with the launch of her skincare brand, ISLAND Beauty. Co-founded with Sakshi Jain and Jinsoon Lee, the brand is deeply personal for Shirley, reflecting her own quiet struggles with skincare, stress, and the constant pressure to maintain flawless skin in the public eye.
Shirley Setia launches ISLAND, a skincare brand inspired by her personal journey
What sets ISLAND apart, according to Shirley, is her hands-on involvement throughout the process. From initial brainstorming sessions to the final stages of product testing, she has been actively part of each step. Her own experiences with skin sensitivity, frequent travel breakouts, and the overwhelming variety of skincare products influenced ISLAND’s calm and minimalist philosophy, revealed Sethia.
Talking about what the brand means to her, Shirley shared, “ISLAND let me share the parts I had never spoken about, the skin issues behind the scenes, the pressure to look a certain way. I didn’t want to just endorse something. I wanted to build something I truly believed in. My favourite part? Hearing people say, ‘this feels like me.’”
With ISLAND, Shirley aimed to bring the best of global skincare practices, especially those inspired by Korean beauty rituals, while making them relevant and effective for Indian skin types and climates. “With ISLAND, I wanted to bring the best of global skincare—especially Korean rituals—but make it truly our own. So we combined fermented Korean rice water with powerful Indian ingredients like turmeric to create a 3-step routine that’s simple, multi-purpose, and made for Indian skin and climate,” she explained.
The brand officially launched on Shirley’s birthday, making the milestone even more meaningful for the artist. ISLAND Beauty is not just about creating skincare products—it represents a larger purpose for Shirley. It’s about building a safe, honest space for people to embrace their skin without judgment and to find confidence in simplicity.
With ISLAND, Shirley Setia’s journey from personal skin battles to creating a brand that resonates with everyday users marks a new chapter focused on authenticity, self-care, and mindful beauty.
Also Read: Shirley Setia mesmerizes with her latest track ‘Faasla’ along with Darshan Raval
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