Beautiful, minimalistic packaging, great coloring and natural, organic ingredients; Japanese beauty brand Shiro has it all.
Shiro is a merge of minimalistic, beautifully designed products packed with natural, organic ingredients. The brand features skin care, bath and body products, haircare, makeup, home products and also grocery items. Their search for natural ingredients that will do the skin good has now spread to all over Japan, such as gingers from Kochi Prefecture, ice plant from Saga Prefecture, and sesame from Kagoshima Prefecture.
Shiro, previously known as Laurel, originated in Sunagawa, Hokkaido, Japan and stays true to the region. They still have their recently renovated flagship store in Sunagawa, a beautiful, factory-like whitewashed building. The flagship store also hosts a café as well as a beauty salon and they run workshops in which participants can make their own handmade skin care items and food products.
Being one of Japan´s most popular natural beauty brands, Shiro is now expanding to western markets. The brand has numerous stores throughout Japan, a London branch and just recently, a store on West Broadway in New York.
Shiro’s most popular ingredient is Kombu. It is a kelp, a type of seaweed, and a daily cooking ingredient for a majority of Japanese households. Shiro uses one called Gagome Kombu. It contains high levels of moisture, and is only found in certain areas of the ocean. The characteristics of Gagome Kombu led Shiro to further development of their skin care products.
Another frequently used ingredient is called Sake Kasu and it is a natural byproduct of the Sake production process. It is very rich in the nutrients of rice grain and high in amino acids and other minerals. According to Shiro, Sake Kasu skin care products will help smooth and moisten dry skin. Other ingredients frequently used are Rhubarb, Rugrosa rose, Butterbur and Adzuki.