Their mission is to enhance their customers’ natural beauty using simple natural methods. They officially launch in the UK with the opening of two new stores, in addition to their Kings Road boutique. London is the first destination for shiro anywhere in the world outside Japan.
shiro Philosophy
We use natural ingredients, as close as possible to their natural state. There is no effort spared when it comes to the ingredients used in shiro products; from meeting the producers of the natural ingredients to hear the philosophy behind their products to the washing, simmering, squeezing and steaming techniques that they use in product development; all shiro products are made with care and love from start to finish and are presented simply to amplify and champion the spectacular ingredients.
Key ingredients used in shiro products include Sake Kasu, a natural by-product of the Sake production process, rich in the nutrients of the rice grain; and Gagome Kombu, which harnesses the natural, moisturising properties of kelp. Other ingredients used across the range include rhubarb, rugrosa rose (balancing) ice plant, butterbur (sensitivity), olive (moisturising), adzuki (pore cleansing) and shea butter (dryness).
shiro want to share their Japanese heritage and the power of Japanese ingredients with the world, while staying true to their eight guiding principles:
London stores