Shirley Setia Launches Island Beauty: A New Chapter for the Multi-Talented Star!!

If you’ve been following Shirley Setia’s journey, you know she’s never been one to stay in a box. From YouTube covers that went viral, to Bollywood debuts and sold-out concerts, Shirley’s story is all about chasing dreams and making them real. Now, she’s turning the page to a whole new chapter entrepreneurship with the launch of her very own beauty brand, Island Beauty.

For anyone who’s grown up with Shirley’s music on their playlists, this is more than just a celebrity brand drop. It’s a milestone that feels personal, especially for her massive Gen Z fanbase that’s seen her evolve from a digital creator to a global artist and now, a founder.

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A Quick Look Back: Who is Shirley Setia?

Shirley Setia’s story is the stuff of modern legend. Born in Daman, raised in Auckland and now a household name across India, she first captured hearts with her sweet, soulful covers on YouTube. Her journey from bedroom singer to Bollywood playback artist is proof that the internet really can make dreams come true. Shirley’s always been about authenticity her music, her vlogs and now, her approach to beauty.

Island Beauty: Skincare That Feels Like Home!

So what makes Island Beauty different in a world full of celebrity beauty brands? For Shirley, it’s all about care over perfection. “I’ve always believed skincare should feel like care not effort. Not about chasing perfection, but about feeling at peace in your own skin,” she shares. Island Beauty is a softer space, created with intention and a lot of heart. The brand was co-founded with Sakshi Jain, who has walked this journey beside Shirley and Jinsoon Lee, a formulator who brings global expertise but a local touch.

The result? A two-year labour of love that’s all about comfort, calm and that effortless glow. Island Beauty launches with three essentials no clutter, no overwhelm, just skincare that meets you where you are and gently brings your skin back home. Every formula is crafted for Indian skin, Indian climate and even Indian water. It’s skincare that feels real, not aspirational.

Why This Launch Matters!?

For Shirley, Island Beauty is more than just a business move. It’s a chance to be vulnerable, to talk about her own skin struggles and to build something she can truly stand behind. “I didn’t want to just ‘lend my face’, I wanted to build something I could stand behind. My favourite part has been connecting with people who see their own story in ours,” Shirley says.

Her co-founder, Sakshi Jain, echoes this sentiment: “For me, ISLAND began as a quiet rebellion against overcomplicated routines, unrealistic beauty standards and skincare that never felt made for us. It’s been deeply fulfilling to build something from scratch that respects the Indian consumer’s intelligence and skin both.”

And for formulator Jinsoon Lee, Island Beauty is about relevance, not perfection. “Indian skin, Indian climate, Indian water. All of it made me rethink formulation from the ground up. My favourite part is solving for things that truly matter and creating something that feels both modern and rooted.”

A Community Moment!!

This launch isn’t just about Shirley it’s about everyone who’s ever felt overwhelmed by beauty routines or left out by global brands that don’t get Indian skin. Island Beauty is a celebration of comfort, simplicity and self-acceptance. It’s a brand that feels like home and it’s built for all of us.

So, let’s come together to show Shirley and her team some love. Post, share, or simply drop a congratulatory message. Every bit of support counts as Island Beauty takes its first steps into the world. Let’s help Island Beauty shine because this is just the beginning for Shirley Setia and we can’t wait to see where she goes next. #IslandBeautyByShirley #SupportCreators #ProudMoment

Priyanka Content Writer

Crafting narratives that ignite. Writer, strategist, and quirk aficionado.

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Priyanka Yadav