“This Feels Like Me”, Shirley Setia On Launching ISLAND, A Skincare Brand Close To Her Heart

Shirley Setia is known for her soulful voice, global fan base, and charming screen presence. But behind the spotlight was a quiet personal struggle with skincare, stress, and the pressure to always look perfect. Now, she's turning that journey into something powerful with the launch of Island Beauty, a skincare brand she has co-founded with Sakshi Jain and Jinsoon Lee.

What makes ISLAND truly special is Shirley's deep, hands-on involvement. From the very first brainstorms to final product testing, Shirley has been part of every step. Her personal experience with skin sensitivity, travel-induced breakouts, and product overload shaped ISLAND calm, minimalist approach to skincare.

"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.'" shares Shirley.

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.

Launched on her birthday, Shirley's new venture marks a fresh chapter one of confidence, honesty, and care. With ISLAND she's not just creating beauty products she's creating a safe space for skin and self.