Shiro Beauty Brand Featured Image
Beauty Brands

Location

Sunagawa, Hokkaido, Japan

Founded

2009

Price range

¥1,320 – ¥17,380

Shipping

Worldwide

Shiro Beauty Brand Logo

Shiro

Independent brand — verified
About

SHIRO is a Japanese beauty brand established in 2009 and based in Sunagawa, Hokkaido. Founded by Hiroe Imai, the brand has developed a distinctive identity around natural ingredients, Japanese craftsmanship, and a more thoughtful approach to product creation. Positioned within luxury Japanese beauty, SHIRO combines skincare, cosmetics, fragrance, and personal care with an emphasis on carefully selected ingredients and locally made production. Sustainability is a major part of the brand’s philosophy, with upcycling, circular practices, and zero-waste thinking helping shape its broader approach. The brand is also cruelty-free and incorporates ethical considerations into how products and materials are developed. Its minimalist aesthetic reflects a preference for simplicity, functionality, and products that can integrate naturally into everyday routines. SHIRO’s connection to Hokkaido and local production gives the brand a strong Japanese identity while its sustainability efforts distinguish it within premium beauty. Overall, SHIRO is a luxury Japanese beauty brand combining natural ingredients, cruelty-free practices, ethical production, sustainability, upcycling, circular beauty, locally made products, and minimalist everyday design.

Tags
#cruelty-free#natural#sustainable#upcycled#zero-waste#circular#ethical#locally made#minimalist#luxury

Brand Details

In-house
Japan
Recyclable
Reusable
Recycled materials
Refillable
Last reviewed
Oct 2026
Independent brand
Verified
H
Hiroe Imai

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Frequently asked questions

Is SHIRO a skincare or fragrance brand?
SHIRO sells both skincare and fragrance, along with makeup and other beauty products.
What fragrances does SHIRO sell?
Its fragrance range includes Savon, White Lily, White Tea and Earl Grey eau de parfum.
How much does SHIRO perfume cost in Japan?
SHIRO lists its 40 ml Savon Eau de Parfum at ¥4,180, including tax.
Where did SHIRO originate?
SHIRO originated in Sunagawa, Hokkaido, Japan, where the company behind the brand began.
Who founded SHIRO?
Hiroe Imai founded the beauty brand that became SHIRO. She launched it as LAUREL in 2009, renamed it shiro in 2015 and adopted the SHIRO name in 2019.
Does SHIRO sell makeup as well as skincare?
Yes. Makeup and skincare are part of SHIRO’s range alongside its fragrances.
Can I order SHIRO outside Japan?
Yes. SHIRO has official online stores for several overseas markets, including the US and UK. Its Japanese store delivers domestic orders within Japan.

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