SHIRO
[SHIRO 15th Year Declaration] 2024 marks the 15th year since SHIRO was born. We reconsider the value of all resources and aim for zero waste for essential circulation.
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We at SHIRO declare that we will aim for zero waste starting in 2024. This year, marking 15 years since the brand’s birth, we will take further action to become the starting point for changing the cycle in which products are passed from manufacturer to buyer and then discarded after use. To achieve this, we are focusing on the three areas surrounding SHIRO’s manufacturing: products, materials, and stores. In terms of products, just as we have made skin care products from natural ingredients that used to be thrown away despite being rich in nutrients, we will create new products from leftover fragrances and containers due to renewal, and not throw them away. I’ll try to come up with something. In order to conserve limited materials, we will review the standards for minor defects in containers to allow them to be sold, and we will work to reduce waste. When constructing a store, instead of using virgin materials, we put creativity into offcuts and scrap materials found in the world, reuse existing fixtures, and take other measures to avoid throwing them away and creating new ones.
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Over the past 15 years, SHIRO has rebranded from LAUREL to shiro to SHIRO, and is still creating new products while valuing encounters with producers and materials. We want to maximize the power of the material and use every last drop. I want to convey the feelings of the producers. We want to make people around the world happy through our products. Since our founding, we have continued to run with just that in mind.
However, when I suddenly stopped and looked around, I noticed that the Earth had changed. Various natural disasters such as large typhoons and heavy rain caused by global warming and climate change. We are hearing from growers that plants and other products are not growing as well as ever, and harvest times are being delayed. As we continue to enjoy blessings unilaterally, we are putting a burden on the earth, which is returning to us now and in the future.
Because we make products that make use of materials, we want to protect limited resources and the future of the earth. We receive natural materials and create things. Someone takes it and throws it away when it’s no longer needed. When waste is disposed of, carbon dioxide is emitted and returned to the earth. We need a starting point to change this cycle.
Over the past 15 years, we have seen various realities at the manufacturing site. And I have continued to have doubts about them. For example, the cosmetics industry has been able to break away from the concept of mass production and mass consumption, which prioritizes the unit price per item, uses large amounts of resources to make products in order to provide them at affordable prices, and discards what does not sell. There is no reality. First of all, manufacturers themselves must review their raw materials and manufacturing processes and make efforts to eliminate waste without compromising quality. Regarding materials, the current situation is that excess packaging services are still provided unconditionally as part of the service. Suppliers can protect the limited forest resources by creating a system that allows buyers to make choices for the sake of the earth, and by increasing buyers’ awareness of refusing things they don’t need.
Additionally, while the architecture and construction industry is searching for materials to create safe and secure buildings, there are no specifications that make it easy to circulate or recycle these materials when they eventually become industrial waste. For this reason, designers, builders, owners, and other builders should use recyclable materials and create recyclable buildings that do not generate waste, taking into account that buildings will eventually become obsolete and need to be renovated or demolished.
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We envisioned the future 100 years from now and seriously thought about what SHIRO could do to help circulate society. We will continue to make efforts to reduce waste without wasting any resources. We will face these issues and take action in the manufacturing activities surrounding SHIRO.
Products that make use of the blessings of the ingredients, down to the last drop.
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Manufacturing that brings out the power of materials started with the use of materials that, despite containing a lot of nutrients, were by-products produced during the manufacturing process, or were otherwise discarded due to their appearance or other reasons. . These include the roots of kelp, which are nutritious but are too hard to eat, sake lees produced during the alcohol making process, and lauan brush, which is unsuitable for shipment due to insect damage. Even before the words upcycling and sustainability became popular, SHIRO has always faced these issues as a matter of course, and has continued to create products that bring out the charm of materials to this day. And the materials we consider are not only natural materials. Resources such as fragrance ingredients, pigments used in makeup, and materials such as containers are also limited. In January 2024, a limited edition fragrance created from these limited resources will be released. We are envisioning a future where all of our products realize the desire to make use of materials that are no longer used, which we have always put into our skin care products.
Eliminate waste of limited materials and connect to the future [Image 4
SHIRO has always taken actions to reduce the burden on the earth from carbon dioxide emitted through the use of resources. By 2022, all products will be package-less, reducing carbon dioxide emissions throughout their life cycles, including the procurement of paper raw materials, manufacturing, processing, distribution, storage, and disposal, as well as the transportation of each process. .
Additionally, as an option to avoid receiving paper that will eventually be discarded, we have started charging for handbags. Through these efforts, we were able to conserve approximately 190 trees (1 ton each), which are the raw material for approximately 94,100 kg of paper resources. These futures are made possible by the understanding and cooperation of our customers, commercial facilities, printing companies, and other business partners. In order to avoid wasting resources, we have reduced the number of muets used when trying scents at stores, and by adding scent to soft stone that was placed in the scrapyard at the mining site, we have adopted it as a reusable scent-tasting tool. I’ve been doing it.
On the other hand, during inspections during the manufacturing process or during work in warehouses and stores, we often find containers with small scratches or logos or other markings that are slightly faded. Since there is no problem with the quality of the product inside, we have been using it as a tester in stores and as a container for prototypes that are still in development. Still, there are times when we can’t use it all by ourselves. But I definitely don’t want to choose to throw it away. In our desire to take action to minimize the impact on the earth, we have decided to start selling these products at regular prices starting in 2024. When you pick up one of these products lined up in a store, we hope that you will consider it as an individuality and walk with us on the path you have chosen to change your future.
A store that makes use of valuable offcuts and scrap materials without using virgin materials
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At the SHIRO Lucua Ile store, which was renovated in 2023, we replaced the surface of the fixtures instead of throwing them away, and used leftover glass containers mixed with plastering materials. We have changed the way renovation work is done by painting over the existing painted floor without removing it and creating a design that can be continued by layering colors during future maintenance. In addition, in Taiwan, where we opened our first store in Asia, we added designs to the wooden boxes in which products and sales materials were transported, and used them as fixtures instead of disposing of them. There is hidden value in materials that someone has given up on, and by combining them, new materials that cannot be found on the market may be created. That’s why we create buildings that are inherently circular, finding value in existing resources and using creativity to avoid using virgin materials as much as possible. In the renovation of “SHIRO Lumine Ikebukuro store” scheduled for spring 2024, unused construction wood found in the village forest will be used as a counter, and tiles received from a tile shop that can no longer be sold officially due to chipping will be used as fixtures. To do. Additionally, at a pop-up event to be held in the spring of the same year, we are planning to install fixtures made from scrap materials received from industrial waste intermediate treatment companies. MAISON SHIRO, a rental inn that will also be completed in the spring, was created with consideration to the circulation of the forest, using the blessings of nature such as thinned wood and offcuts. We hope that SHIRO’s future approach to construction will create new values in the architecture and construction industry.
Possibilities are all around us. It is the possibility of thinking about social circulation and making the world happy.
In 2024, SHIRO will take another step toward the future it aims for. [Image 6
Despite efforts to reduce waste, products that have been renewed or sold for a limited time for various reasons still remain in
warehouses. If these are disposed of, carbon dioxide will be generated, which will have an impact on the global environment. As a result, no one can make anyone happy.
Now, we are wondering what kind of ways we can bring happiness to our customers through these products. What can we do to not only create something new, but also change what we already have to make our customers happy? Then, we arrived at the “HAPPY BAG” that was on sale until 2018. When we had sales in the past, many customers lined up even before we opened, and we received many inquiries. There were some people who lined up hours before the opening, and some who couldn’t make their purchases because they were sold out. For SHIRO, “HAPPY BAG” is the embodiment of our desire to make our customers happy. That’s why, for the new year of 2024, which marks our 15th anniversary, we have prepared two types of sets that inherit the thoughts from the beginning of our founding. “HAPPY BAG” contains 4 standard popular items that allow you to enjoy the current SHIRO, and “HAPPY ETHICAL BAG” contains 6 items that allow you to enjoy previous popular products.
We would be happy if you could pick up a product filled with passion and smile. “HAPPY BAG” and “HAPPY ETHICAL BAG” will be released in January 2024 “HAPPY BAG” is a set of 4 signature items that represent SHIRO, and “HAPPY ETHICAL BAG” is a set of 6 items that have been renewed in scent and container design due to changes in fragrances, and have been archived from limited sales in the past. It will appear in January 2024. Whether you are picking it up for the first time or have been a fan of our previous products, we hope that the new year will be a happy start.
[Sales schedule at directly managed stores nationwide]
2024/1/2 (Tue) Stores in commercial facilities (Not available at Isetan Shinjuku store, Ginza Mitsukoshi store, Iwataya store, TIAT DUTY FREE BEAUTY store.)
2024/1/3 (Wednesday) Sunagawa main store
2024/1/4 (Thu) Omotesando Main Store/Jiyugaoka Store
[SHIRO Online Store Sales Schedule]
2024/1/3 (Wednesday) SHIRO Membership Program “FAST RESERVE (advance reservation for members)”
General sale from 10am on Thursday, January 4, 2024
Scheduled to be shipped sequentially on January 8, 2024 (Monday/Holiday) *In order to ship orders made during the year-end and New Year holidays in sequence, both “FAST RESERVE (advance reservations for members)” and general sales will be shipped sequentially from January 8th (Monday/Holiday) onwards.
*There is a limited number of FAST RESERVEs available. If FAST RESERVE is sold out, please wait for the general sale on Thursday, January 4th.
*Mitsukoshi Isetan cosmetics online store meeco, Hankyu Department Store official mail order HANKYU BEAUTY ONLINE, Daimaru, Matsuzakaya Cosmetics information media & online store DEPACO is not available. [PRODUCT LINEUP]
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HAPPY BAG
11,000 yen (tax included)
We have created a set of signature items that allow you to fully enjoy SHIRO, including skin care and fragrances that allow you to feel the power of materials on your skin.
[Set contents] Any 4 items below
Face mist / lotion / skin care oil / hand serum / fabric softener (500mL) Equivalent to 13,897 yen to 27,603 yen (tax included)
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HAPPY ETHICAL BAG
11,000 yen (tax included)
The set includes Sabon, White Lily, and White Tea fragrance items that have been renewed due to changes in fragrances, the past limited edition SHIRO PERFUME series, and nail polish items that have been discontinued due to limited time items or changes in containers. [Set contents] Any 6 items below
Hand serum / body milk / perfume diffuser liquid (10 sticks included) / flax nails, etc.
Equivalent to 26,574 yen to 29,290 yen (tax included)
*Product images and the above contents are reference examples of combinations. The combination of contents and the amount of contents vary.
*We cannot confirm the contents of the set before purchasing. *We do not accept returns or exchanges due to customer’s convenience. *The regulated fragrance contained in the pre-renewal products of “HAPPY ETHICAL BAG” is “Lilyal”. We have not received any reports of health hazards caused by the fragrances in SHIRO products, so please use them with confidence.
*This product will be delivered without packaging. We also cannot provide gift wrapping.
*Each person can only purchase one item. Please note that the SHIRO Online Store does not accept simultaneous orders with other products (including stage benefits of the SHIRO Membership Program), so please order separately.
*Please check the SHIRO online store for the release date, sales status, and SHIRO Membership Program “FAST RESERVE (advance
reservation for members)” at each store.
SHIRO Membership Program
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A membership program that allows loyal SHIRO customers to deepen their knowledge of the brand and enjoy shopping with peace of mind. Membership stages will be assigned depending on the content of purchases made at directly managed stores nationwide or online stores. You can receive special benefits unique to SHIRO at each membership stage.
stages and conditions
Your stage will be determined based on your purchases during the year (January 1st to December 31st).
Stages are valid until December 31st of the following year.
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Benefits
FAST RESERVE [Advance reservation benefit]
A member-only benefit that allows you to reserve new products, including limited edition products, in advance of their general pre-orders and release.
Priority reservations can be made for popular products that usually sell out shortly after release.
We will send a notification email to eligible customers each time the FAST RESERVE starts.
*Some new products do not have FAST RESERVE.
・Free shipping only for online purchases, free gift wrapping *1 time each ・Bonus items prepared for each stage *The item contents will be renewed every year.
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About SHIRO
A cosmetics brand that started with the simple idea of “creating products that people 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. A food selection [SHIRO LIFE] that delivers carefully selected ingredients just like the materials used in our products, a cafe [SHIRO CAFE] that conveys the deliciousness of the ingredients through cuisine, a salon [SHIRO BEAUTY] where you can experience the beauty proposed by SHIRO to the fullest, etc. We are also expanding our business format. From June 2021, in Sunagawa City, Hokkaido, where SHIRO was founded, we will be promoting the “Minna no Sunagawa Project”, a town development project that aims to relocate and establish a new factory and revitalize the entire city. The new factory will begin operations in January 2023, and the “Everyone’s Factory”, which includes the new factory and ancillary facilities, will open in April. The number of visitors in the five months since opening was approximately 170,000, of which over 18% were from outside Hokkaido. In the same month, construction began on MAISON SHIRO, a rental accommodation facility in Naganuma, Hokkaido. The project aims to open in the spring of 2024 by promoting a “designed architecture tailored to the forest,” which is different from traditional methods and takes into account the forest environment.
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, and sales of our own brand “SHIRO”
Store management (SHIRO / Cosmetics, miscellaneous goods, SHIRO LIFE / Food sales, SHIRO CAFE / Food and beverages)
“SHIRO BEAUTY / Salon”), SHIRO online store, etc. mail order business operation
URL: https://shiro-shiro.jp/