Launched by Laurel Co., Ltd. in 2009, Japanese cosmetics brand Shiro has announced a rebranding to SHIRO to mark its 10th anniversary.
With the aim of "making products that we ourselves would want to use every day," Shiro handles all processes in-house, from development to sales, and has created skincare, makeup, and fragrance products using natural ingredients sourced directly from trusted producers. Their one-of-a-kind cosmetics, made from ingredients traditionally cherished in Japan such as gagome kelp, sake lees, lauan stalks, and ginger, are beloved by many and continue to grow in popularity. With this redesign, the brand name has been changed to "SHIRO" in all capital letters. Product packaging has also been updated from white and gray to navy and white. A new brand mark featuring the letter "S" has also been created. Going forward, the company aims to "engage honestly with materials and deliver the power of nature to people not only in Japan but around the world." By 2025, the company will further advance its global strategy by expanding its international store network from the current three in London and one in New York to 22, and its domestic store network from the current 24 to a maximum of 33. Regarding the brand name, Hiroe Imai, CEO of Shiro Co., Ltd., said at the unveiling event for the new "SHIRO" held on July 3rd, "When we opened our stores in London and New York, the character 'shiro' looked delicate compared to the surrounding famous brand boutiques. We wanted to incorporate our desire to become a stronger, more confident brand."
At the event, new products aimed at greater global expansion were announced: a perfume line consisting of 12 scents, SHIRO's first lipstick, and an oil beauty serum and face mask made from the neem plant, known as the miracle tree.
Ginger Lipstick (10 colors / 4,000 yen each)
Released September 20, 2019
"SHIRO"'s first skincare lipstick.
It has a semi-matte finish with a subtle sheen, and is characterized by a beautiful velvet-like finish.
To coincide with the release of the lipstick, a lip primer, "Ginger Lip Primer" (3,500 yen), will also be released.
"Shiro Perfume" (100mL/12 varieties/15,000 yen each)
Released October 25, 2019
A new exclusive line, "SHIRO PERFUME," has been added to the fragrance series.
All 12 fragrances have been created by 10 perfumers selected from around the world.
Each fragrance is based on the perfumer's favorite and most meaningful scent.
With the aim of "making products that we ourselves would want to use every day," Shiro handles all processes in-house, from development to sales, and has created skincare, makeup, and fragrance products using natural ingredients sourced directly from trusted producers. Their one-of-a-kind cosmetics, made from ingredients traditionally cherished in Japan such as gagome kelp, sake lees, lauan stalks, and ginger, are beloved by many and continue to grow in popularity. With this redesign, the brand name has been changed to "SHIRO" in all capital letters. Product packaging has also been updated from white and gray to navy and white. A new brand mark featuring the letter "S" has also been created. Going forward, the company aims to "engage honestly with materials and deliver the power of nature to people not only in Japan but around the world." By 2025, the company will further advance its global strategy by expanding its international store network from the current three in London and one in New York to 22, and its domestic store network from the current 24 to a maximum of 33. Regarding the brand name, Hiroe Imai, CEO of Shiro Co., Ltd., said at the unveiling event for the new "SHIRO" held on July 3rd, "When we opened our stores in London and New York, the character 'shiro' looked delicate compared to the surrounding famous brand boutiques. We wanted to incorporate our desire to become a stronger, more confident brand."
At the event, new products aimed at greater global expansion were announced: a perfume line consisting of 12 scents, SHIRO's first lipstick, and an oil beauty serum and face mask made from the neem plant, known as the miracle tree.
Ginger Lipstick (10 colors / 4,000 yen each)Released September 20, 2019
"SHIRO"'s first skincare lipstick.
It has a semi-matte finish with a subtle sheen, and is characterized by a beautiful velvet-like finish.
To coincide with the release of the lipstick, a lip primer, "Ginger Lip Primer" (3,500 yen), will also be released.
"Shiro Perfume" (100mL/12 varieties/15,000 yen each)Released October 25, 2019
A new exclusive line, "SHIRO PERFUME," has been added to the fragrance series.
All 12 fragrances have been created by 10 perfumers selected from around the world.
Each fragrance is based on the perfumer's favorite and most meaningful scent.
![Achieve trendy colors in a natural way [Make natural cosmetics even more fun! -- Vol. 1 etvos]](https://wrqc9vvfhu8e.global.ssl.fastly.net/api/image/crop/380x380/images/upload/2019/07/0d6b9383a407f9bceef55d515720e1d7.jpg)
