SHIRO

SHIRO is a Japanese lifestyle and fragrance brand originating in Hokkaido, with roots going back to a souvenir and natural products business founded in 1989 that used locally grown herbs and botanicals. The company initially focused on manufacturing soaps, potpourri, and other gifts from ingredients such as Furano lavender, later expanding into OEM production for other cosmetic brands before shifting toward building its own identity. In 2009 it launched the in‑house brand LAUREL, combining natural-material skincare and fragrance, which laid the groundwork for what would become SHIRO. The brand name transitioned to lowercase "shiro" and eventually the current uppercase "SHIRO" as the product range and international presence grew.

SHIRO was founded by Hiroe Imai, who had been involved in developing products based on Hokkaido raw materials and then expanded sourcing to selected natural ingredients from across Japan and abroad. The brand emphasizes plant-based and often edible-grade ingredients such as sake kasu, kelp, oats, and other botanicals, using them across skincare, body care, home fragrance, and personal scent. Fragrances became a key pillar alongside skincare, and SHIRO now operates dedicated fragrance lines in Japan and overseas, including the UK and US online stores and retail locations.

Within fragrance, SHIRO is known for two main directions: an approachable line of everyday scents like Savon, White Lily, White Tea, and Freesia Mist, and a more concentrated perfume series built with international perfumers around narrative concepts. Many of its best-known compositions focus on clean, soft florals and musks with translucent textures rather than heavy, complex structures. At the same time, the brand revisits its own history through limited releases such as Zero Verbena and Zero Pear, which reference LAUREL-era themes and mark milestones like the 15th anniversary of its fragrance development.

Over time, SHIRO has evolved from a regional Hokkaido manufacturer into an international niche player that still highlights ingredient provenance and ethical sourcing, including long-term relationships with farmers and attention to environmentally conscious production. Its stores and flagship complexes in places like Sunagawa integrate manufacturing, retail, and café spaces, reflecting a lifestyle-oriented approach rather than a purely cosmetic label. The brand continues to expand its catalog of perfumes and limited editions each year, while retaining a recognizable focus on gentle textures, skin-friendly formulas, and natural material stories.