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Press release: May 9, 2024
*Wood is a relaxing fragrance that will make you feel like you are taking a forest bath. *
* Introducing “Wood”, a luxurious blend of 7 types of natural essential oils. *
The Hinoki series, which has been on sale since August last year, will be re-released under the new name “Wood”. A rich scent of trees and plants, blended with 7 types of natural essential oils, including cypress, cypress, and eucalyptus. It is a fragrance that creates a relaxing time with a refreshing scent that makes you feel like you are in a forest surrounded by morning mist.

This time, in addition to 5 standard items, we will also be releasing 3 limited edition items that are even more refreshing. You can spend a peaceful time with the pleasant scent that makes you feel like you are walking in the forest.

The first edition, released on May 16th (Thursday), features five items: the standard “Bath Salts,” “Room & Fabric Mist,” “Laundry Liquid,” “Fabric Softner,” and “Moist Rich Hand Cream.” This lineup brings the scent of the rich natural forest to your daily routine, and gently colors your everyday moments. The second edition, released on Thursday, June 20th, will feature limited quantity items. These three items are “deodorizing drops”, “deodorizing chips”, and
“multi-cleaner” that create fresh air in your everyday space. In order to fill your space with a more refreshing scent, we have increased the proportion of eucalyptus compared to standard items. You can refresh your mind and space while being surrounded by the scent that makes you feel like you are taking a forest bath.

“Wood” is SHIRO
Compared to other fragrances from FRAGRANCE, it has a high content of essential oils. A total of 7 types of natural essential oils, including cypress, cypress, eucalyptus, bergamot, and lavender, account for over 44% of the total fragrance. The fragrant cypress essential oil used as the main ingredient is from Hida Sangyo, a company in Takayama City, Gifu Prefecture that has been making furniture using materials from the Hida Forest for over 100 years. With the desire to “deliver all the blessings of the forest,” we use small-diameter trees, branches, and leaves that cannot be used for building materials or products, and extract them using a unique distillation method. In addition, we at SHIRO are working to create products and stores that fully utilize the blessings of nature. This fragrance and lineup were born from the resonance of these two ideas.

Enjoy a calm and relaxing day by incorporating the scent of wood in all aspects of your life, such as when doing housework, changing your mood during the day, and relaxing before bed.

* FRAGRANCE WOOD 1st edition -Standard products- (5 products in total)* 2024/5/16 (Thursday) On sale at SHIRO online store (10am) and SHIRO directly managed stores nationwide
* FRAGRANCE WOOD Vol. 2 – Limited Edition – (3 products in total) * 2024/6/13 (Thursday) SHIRO Membership Program “FAST RESERVE (advance reservation for members)” starts
2024/6/20 (Thursday) On sale at SHIRO online store (10am) and SHIRO directly managed stores nationwide

* FRAGRANCE WOOD 1st edition (5 products in total) *
Wood bath salts 400g/4,840 yen (tax included)
Bath salts with the rich scent of trees that rises with the steam, inviting you to relax as if you were walking in a quiet grove. You can enjoy the elegant scent of cypress essential oil carefully distilled and extracted by Hida Sangyo, which makes furniture using materials from the Hida forest.
Sun-dried salt from South Australia moisturizes your skin, and the deep scent of trees creates a calm and luxurious bath time.
Wood Room & Fabric Mist 300mL/3,630 yen (tax included)
A mist containing antibacterial*1 and deodorizing ingredients*2 instantly resets the air in the room and spreads the deep scent of the forest into the space. It also has the effect of smoothing out wrinkles on clothing and fabric products, making it a reliable item that can serve as both a room mist and a fabric mist.
*1 Cypress oil/fragrance *2 Botanical deodorizing ingredients (not effective against all bacteria and odors)
Wood Laundry Liquid 500mL/3,300 yen (tax included)
Laundry liquid uses plant-derived cleaning ingredients that are gentle on the skin and the earth to thoroughly remove stains from clothing and fabric products. When used in combination with fabric softener, you can enjoy the refreshing and deep wood scent even more. The scent of trees transforms your usual laundry time into a luxurious relaxing time.
Wood fabric softener 500mL/3,300 yen (tax included)
A fragrant fabric softener containing cypress essential oil extracted using a special distillation method. A plant-derived softening ingredient that makes clothing and linen that come in contact with your bare skin soft and maintains their water absorption. When used in conjunction with laundry liquid, you can enjoy a more luxurious wood scent.
Wood Moist Rich Hand Cream 45g/3,520 yen (tax included)
A jar-type moist rich hand cream that can be used generously. Contains unrefined Ghanaian shea butter*3, it has a rich and rich texture that penetrates into the skin*4, leaving it moist and smooth. Not only can it be used to moisturize your hands and fingers, but it can also be used to care for your elbows, knees, heels, and other areas that are prone to dryness.
*3 Shea butter/moisturizing ingredient *4 Up to the stratum corneum * FRAGRANCE WOOD 2nd edition (limited quantity, total 3 products) * Wood Deodorant Drops 100mL/5,500 yen (tax included)
These oil drops fill spaces where odors are a concern, such as bathrooms and water areas, with a refreshing wood scent. You can also enjoy the scent by dripping it onto chips or stones like aroma oil. The refreshing wood scent will leave your everyday space refreshed and refreshed.
Wood deodorizing chip 80g/3,740 yen (tax included)
This is an air freshener made by infusing the scent of wood into the wood shavings that are produced when furniture is made from domestic wood, mainly from Hokkaido. Spread it on a tray or plate in the bathroom, entryway, or any place where you are concerned about odors, and it will fill the space with a rich wood scent.
Wood Multi Cleaner 480mL/3,080 yen (tax included)
The more you clean, the more the scent of the forest will fill your room. The increased eucalyptus content increases the freshness. The gentle wood scent refreshes the space. Enjoy your cleaning time as if you were in the forest.
*About SHIRO*
A cosmetics brand that started with the simple idea of ​​”creating things that we want to use every day.”
We have all functions in-house, from development to sales, and have continued manufacturing based on ethical beliefs since our founding. We find materials nurtured by harsh nature both domestically and internationally, and propose skin care, makeup, and fragrance items that bring out their full potential. In addition to operating directly managed stores across Japan, the company also has brick-and-mortar stores in London and Taiwan, and sells through its own e-commerce in the United States and cross-border e-commerce in China. Food selection that delivers carefully selected ingredients just like the materials used in our products [SHIRO
LIFE], a cafe [SHIRO CAFE] that conveys the deliciousness of the ingredients through cuisine, and a salon [SHIRO] where you can experience the beauty proposed by SHIRO to the fullest.
BEAUTY] and other business formats are also available.
From June 2021, in Sunagawa City, Hokkaido, where SHIRO was founded, we will be promoting the “Minna no Sunagawa Project”, a city development project that aims to relocate and establish a new factory and revitalize the entire city. In April 2023, we will open
“Everyone’s Factory,” which includes a new factory and ancillary facilities. Approximately 300,000 people visited the venue in the first year after it opened, of which 25% were from outside Hokkaido. In April 2024, we proceeded with “design construction tailored to the convenience of the forest,” which is different from conventional methods and considers the forest environment, and opened the entire rental accommodation facility “MAISON.”
SHIRO (Maison Shiro) opens in Naganuma-cho, Hokkaido.
In 2024, which marks the 15th anniversary of the brand’s birth, we will reevaluate the value of all resources in both manufacturing and store creation.
We have announced our 15th Year Declaration and are committed to achieving zero waste for the future of our planet.

* Company Profile*
Company name: Shiro Co., Ltd.
Address: 8F Aoyama Palacio Tower, 3-6-7 Kita-Aoyama, Minato-ku, Tokyo 107-0061 Established: October 23, 1989
Representative Director: Takahiro Fukunaga
Business details: Planning, development, manufacturing, sales, and store management of our own brand “SHIRO” (“SHIRO / cosmetics, miscellaneous goods”, “SHIRO LIFE /
Food Sales,” “SHIRO CAFE / Food and Beverage,” “SHIRO BEAUTY / Salon”), SHIRO Official Site /
Online store operation, mail order business operation
Management of directly managed hotels (“MAISON SHIRO” and “Sunagawa Park Hotel”) Import and sales agent for Scandinavian interior goods (“biotope”)

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