SHIRO

What SHIRO does

SHIRO Co., Ltd. (株式会社シロ) is a privately held Japanese cosmetics and lifestyle brand, established in 2009 and operating a vertically integrated model from its Sunagawa, Hokkaido headquarters and factory. The company develops, manufactures, and retails skincare, fragrance, body care, hair care, makeup, and home products formulated with domestically sourced natural ingredients — including upcycled agricultural byproducts such as sake kasu from Hokkaido Kuriyama, kombu from Hokkaido Hakodate and Hiroo, and yuzu from Tokushima Prefecture. Its differentiation rests on a zero-waste manufacturing commitment codified in a '15-Year Declaration' (15年目の宣言) and materialised in the ZERO COLLECTION limited-edition line made from leftover fragrance materials and reused glass containers.

The company sells primarily through directly managed retail — 30+ stores across Japan's major metros plus international flagships in London, Taiwan (with a second location confirmed for June 2026), Seoul, Hong Kong and the US — together with its owned e-commerce site (shiro-shiro.jp), department store counters, Amazon Japan, and WAmazing tax-free vending machines at major airports. Pricing is publicly disclosed and spans entry-level body colognes (1,980 yen) through skincare (3,960–6,930 yen), makeup (2,560–7,800 yen), and premium Eau de Parfum (up to 16,005 yen). A subscription (定期お届け便) provides recurring revenue and a SHIRO Membership Program with FAST RESERVE early access supports retention.

Beyond core cosmetics, SHIRO has built an adjacent ecosystem: SHIRO BEAUTY salon services, SHIRO CAFE in select locations, MORI SHIRO restaurant, Minna no Kojo factory tours, MAISON SHIRO one-building rental accommodation in Hokkaido Naganuma (opened March 2024), the Shiro Found foundation, and SHIRO LIFE food products. Customer segments include general B2C consumers, gift buyers, international visitors, men interested in skincare, and environmentally conscious consumers drawn to its upcycling and zero-waste positioning. The founder, Imai Hiroe (今井 浩恵), remains Representative Director and Chairman; Fukunaga Takashi (福永 敬弘) serves as President. Ownership is private with no disclosed external investors.

Name

SHIRO

Legal name

株式会社シロ (SHIRO Co., Ltd.)

Website

https://shiro-shiro.jp

Company type

Private

Founded year

2011

Operating status

Operating

Headcount range

11–50 employees

Short description

SHIRO is a privately held Japanese cosmetics and lifestyle brand that develops, manufactures, and retails upcycled skincare, fragrance, body care, makeup, food, and hospitality experiences through 30+ directly managed stores and e-commerce across Japan, the UK, the US, Taiwan, Korea, and Hong Kong.

Ownership category

akta.pro rank

Product category

Natural Cosmetics

NAICS

Soap and Cleaning Compound Manufacturing (32561)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Hair Care (Shampoo, Conditioner, Styling, Treatments) (CRADANAE)

akta.pro secondary industry

Candles, Home Fragrance & Diffusers Retail (CRAIACAC)

Keywords

• Natural cosmetics
• Sustainable skincare
• Upcycled beauty
• Japanese fragrance
• Plant-based body care

Headquarters

HQ city

Tokyo

HQ country

Japan

HQ region

Asia

Offices15 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Personnel, Operations, Supply Chain, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Direct Product Sales: One-time purchase of cosmetics, skincare, fragrances, body care, hair care, makeup, and home products through owned e-commerce and physical retail stores. Products range from entry-level items like body mists (1,980 yen) to premium perfumes (up to 16,005 yen).
2. Subscription Service (定期でお届け便): Regular delivery service where products are shipped automatically on a scheduled basis, providing recurring revenue and customer retention.
3. SHIRO LIFE Food Products: Curated food and beverage products including honey, syrups, seasonings, and packaged foods sourced from Japanese producers, complementing the lifestyle brand positioning.
4. SHIRO CAFE Services: Café services operated within SHIRO stores offering food and beverages, including limited-time seasonal menus and exclusive café-only items.
5. SHIRO BEAUTY Salon Services: Beauty treatment services including facials and head spa treatments at dedicated SHIRO BEAUTY locations, providing professional service revenue.
6. MAISON SHIRO Accommodations: One-building rental accommodation experience in Hokkaido Nagatuma, allowing guests to experience the SHIRO lifestyle with products and private sauna facilities.

Pricing tiers

Go-to-market motion2 records

Distribution channels6 records

Marketing channels10 records

Core offering

SHIRO develops, manufactures, and retails cosmetics, skincare, fragrance, body care, hair care, makeup, home products, and food items formulated with natural Japanese ingredients such as sake kasu, kombu, and yuzu under a zero-waste upcycling approach. The company also operates beauty salons, cafés, factory tours, and a rental accommodation property as brand-experience destinations that showcase its ingredients and craft.

Product overview

SHIRO is a Japanese cosmetics and fragrance brand founded in 2011 (originally as LAUREL) that operates a vertically integrated business model. The company offers a comprehensive portfolio centered on skincare, fragrances, body care, hair care, and makeup products, all formulated with natural Japanese ingredients sourced domestically. Core fragrance lines include SHIRO FRAGRANCE (Eau de Parfum, Body Cologne, Body Mist, Diffusers) and SHIRO PERFUME (premium concentrations). The product ecosystem extends to Home products (room fragrances, bath care, laundry), SHIRO LIFE food products, and services including SHIRO BEAUTY spa treatments, SHIRO CAFE, and Minna no Kojo factory tours. The brand is distinguished by its zero-waste manufacturing philosophy and upcycling of discarded ingredients like sake kasu and kombu. Special collections include ZERO COLLECTION FRAGRANCE (made from leftover materials) and seasonal limited editions. Services include a Membership Program with FAST RESERVE early access, refund/exchange service, regular delivery subscription, and e-gift options.

Differentiator

Problem solved

Functional benefit

Products and services

• Skincare and cosmetics line Skincare and makeup products formulated with natural Japanese ingredients under the brand's zero-waste upcycling philosophy, sold to consumers seeking natural and sustainable cosmetics.
• Fragrance line Plant-based and Japanese-ingredient-driven fragrances marketed to individual consumers as signature and gift items.
• Body care line Body care products using the brand's natural Japanese ingredients, sold to consumers alongside skincare and fragrance.
• Hair care line Hair care products aligned with the brand's natural and sustainable positioning for personal consumer use.
• Home products Home fragrance and related products leveraging the brand's natural Japanese ingredients for in-home use.
• Food items Food items developed around SHIRO's natural Japanese ingredient sourcing, sold to consumers as part of the broader brand portfolio.
• Beauty salon services In-house beauty salons providing treatments and product experiences for individual consumers, reinforcing the brand's natural and craft positioning.
• Brand cafés SHIRO-operated cafés serving food and beverages developed around the brand's natural and upcycled ingredients as a brand-experience venue.
• Factory tours Guided factory tours at SHIRO's production site that allow visitors to observe the brand's ingredient sourcing, upcycling, and manufacturing processes.
• Rental accommodation Brand-operated rental accommodation that extends the SHIRO experience to overnight stays for visitors and customers.

Quantifiable outcome

• First Japanese cosmetics company to achieve zero waste manufacturing, including glass bottle reuse
• +1 more outcomes

Segments5 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Six partnerships are on record, tiered core and minor.

• WAmazing Co., Ltd.coreChannel Partner/ Reseller/ Distributor · 1 March 2024WAmazing operates a duty-free purchase reservation system for international visitors to Japan. SHIRO products are available through automated tax-free vending machines at major Japanese airports (Haneda, Narita, Kansai, Chubu, Naha, New Chitose) and select train stations. This partnership enables international tourists to purchase SHIRO products before arriving in Japan and pick up at airports.
• RCAP (R-Cap) Student OrganizationminorStrategic or Co-development PartnerRCAP is a student organization focused on reducing cosmetic waste. SHIRO partners with RCAP to hold 'Mottainai Sales' (もったいない販売会) at Sunagawa Main Store, selling products with minor manufacturing defects that don't meet standard inspection but are still usable. These events also include SDG questionnaires and promote environmental awareness among young consumers.
• LAPUAN KANKURITminorOthersFinnish textile brand LAPUAN KANKURIT products are available at SHIRO Sunagawa Main Store, offering lifestyle brand synergy and complementary home textile products.
• Gakken Co., Ltd.minorStrategic or Co-development PartnerSHIRO co-produced 'Gakken Manga de Yoku Wakaru Series 205: Kōsui no Himitsu' (The Secrets of Perfume), an educational manga for elementary school children. SHIRO provided expertise while Gakken handled publication and distribution to approximately 24,000 elementary schools and public libraries nationwide. The manga is also available for free on Gakken's digital platform.
• DRAWERS (小倉寛之)coreImplementation/ SI/ Consulting PartnerDRAWERS, led by architect Ogura Hiroyuki, serves as the primary design partner for SHIRO stores. Responsible for designing multiple SHIRO locations including LUCUA IRE, LUMINE Ikebukuro renovation, Shibuya PARCO POP UP, Taiwan stores, and MAISON SHIRO accommodation. The design philosophy emphasizes 'creating without creating new' by using surplus and waste materials from construction and manufacturing.
• Tokushima Prefecture FarmerscoreOthersSHIRO sources ingredients domestically from farmers in Tokushima Prefecture, supporting local agriculture and sustainable farming practices. This includes yuzu and other citrus fruits for skincare and fragrance products. The company supports regional development amid climate challenges affecting traditional crops like yuzu production.

Scale indicators4 records

Recent moves13 records

Expansion highlights5 records

Broad incumbents

• Aesop: Premium natural-ingredient cosmetics brand now under L'Oréal, known for sustainability positioning, experiential store design, and tiered international rollout — the closest large-scale analog for SHIRO's store-as-experience model.
• POLA: Premium Japanese skincare brand under Pola Orbis Holdings, focused on anti-aging and beauty supplements with a large direct-sales infrastructure — overlapping premium positioning but materially larger scale and broader portfolio.
• Cle de peau BEAUTÉ: Shiseido's prestige global skincare and color cosmetics brand selling through department stores worldwide — broader portfolio and resources, but direct overlap in fragrance-led premium skincare and makeup.
• KOSÉ Corporation: Major publicly traded Japanese cosmetics conglomerate with extensive brand portfolio across mass, premium, and prestige tiers — a structural incumbent competitor with far greater capital and global distribution.
• Decorté: Kose-owned premium Japanese cosmetics brand spanning skincare, makeup, and fragrance via department store counters — directly overlapping category but with much larger scale, R&D resources, and incumbent distribution.

Direct peers

• THREE: A Kose-owned Japanese cosmetics brand positioned around natural ingredients, color cosmetics, skincare, and fragrance — closest comparable to SHIRO in category mix, price band, and design-led store experience.
• IPSA: Shiseido-owned Japanese cosmeceutical brand with personalized skincare consultation and counter retail — comparable in D2C-plus-counter distribution model, personalization focus, and mid-premium price tier.
• SUQQU: Shiseido-owned premium Japanese color cosmetics and skincare brand sold through department store counters — directly comparable product mix (skincare, makeup, fragrance) and premium positioning even though owned by a larger incumbent.
• FANCL: Mid-sized publicly traded Japanese cosmetics and health-focused brand known for additive-free formulations and direct-to-consumer distribution — comparable mid-size scale with strong D2C membership and an emphasis on ingredient purity.

Emerging players

• Glossier: US-based D2C beauty brand built on community-driven product-led growth, owned retail stores, and a curated minimalist portfolio — comparable in D2C-plus-flagship-retail model, though differentiated by US West Coast positioning and much broader funding history.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/shiro__official
• YouTubeyoutube.com/c/shiro_channel
• Facebookfacebook.com/shiro.officialsite
• Instagraminstagram.com/shiro_japan
• Pinterestjp.pinterest.com/shiro0453

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Subsidiaries6 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about SHIRO