Oct 25, 2017
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Shiro beauty opens two new UK stores and website, first expansion outside of Japan

Oct 25, 2017

Japanese brand Shiro has ramped up its presence in the UK market with the opening of two new stores to add to its single location on London’s King’s Road.


The brand, which makes skincare, haircare, fabric care and fragrance products, focuses on "high-quality natural ingredients that have been expertly sourced and sampled from Japan for their rich cleansing and restorative properties." 

With the aim of exchanging its customers’ “natural beauty using simple natural methods,” the company targeting customers not in or near central London with the debut of a dedicated UK web store too.

The two new stores are on Monmouth Street in Covent Garden and St Christopher’s Place, just off Oxford Street in the West End.

London is the first city in which the brand has opened anywhere outside of Japan.

While both Monmouth Street and St Christopher’s Place are slightly away from the highest traffic areas that have benefitted from London’s shopping boom, they’re also magnets for the affluent and aspirational Millennials and high-spending tourists that this kind of brand targets. 

And the brand does have a strong message that should resonate with a youthful consumer seeking authentic products from around the world. Its key ingredients include Sake Kasu, a natural by-product of the Sake production process, rich in the nutrients of the rice grain; and Gagome Kombu, which harnesses the natural, moisturising properties of kelp.

Also present are rhubarb, rugrosa rose (for balancing) ice plant, butterbur (sensitivity), olive (moisturising), adzuki (pore cleansing) and shea butter (dryness).

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