Cosmetics brand SHIRO discusses their all natural products and why their brand stands out from the rest
Unagi spoke with Hokkaido-born cosmetics brand SHIRO at their London Seven Dials store on building brand recognition for their all natural products to enhance the natural beauty of their customers and why their brand stands out from the rest. SHIRO has a product line that is simple, understandable and is transparent on the ingredients. Their current product line includes: Make up, Skin, Hair, Body, Fragrance and Home.
Recently Japanese beauty brands have been coming into the spotlight with their minimalistic approach to beauty compared to the extravagant 10 step beauty regimes of their K-beauty competitors.
SHIRO has stores in Japan, America and the UK, with plans to expand into Europe in 2020. There are three stores currently in London: Monmouth Street, St. Christopher’s Place and Kings Road. Each shop location chosen after the founders spent time cycling through the city understanding the pace and atmosphere of each area. The stores are unique, with each layout designed to complement the building and key showcase antiques.
The staff provide useful guidance how to use the products effectively, with demonstrations in store. They also explain the properties of the key natural ingredients sourced from Japan, that are found in SHIRO’s beauty products. Examples include Sake kasu, a natural by-product of the Sake production process, known for its anti-aging properties with Vitamin B to rejuvenate the skin. As well as, Gagome Kombu, which contains a natural moisturising types of kelp.
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Visit Shiro UK for more information.