Introducing BUTTERBUR FACE WASH 2026, bursting with fresh hydration
Japan has long held a tradition of embracing the gifts of nature as the seasons change — savouring seasonal ingredients at their very best, and turning their distinct flavours and rich nutrients into energy for the body. Carrying on this beautiful tradition, SHIRO's Japanese Seasonal Collection was born in 2021, from a wish to bring the same seasonal ingredients we enjoy through taste to skin and hair as well. We believe that the fragrance, natural ingredients, and qualities that Japan's growers have so carefully nurtured come through at their fullest when the ingredient is freshest.
For SHIRO's Seasonal Collection, we harvest each ingredient at the moment it's richest in nutrients and flavour, and turn it into a product while still fresh — bringing you the natural goodness of that particular season and year. This year's Rawan Butterbur grew taller than last year, yet more slender overall. Despite the effects of recent heat and lack of rainfall, grower Toba Farm tends to the fields each day with a belief that nurturing and continuing are what matter most — cultivating Rawan Butterbur that is full of moisture and flavour. The BUTTERBUR FACE WASH 2026, made with the goodness of that harvest, is now available as a limited-edition release in the seasonal collection.
Toba Farm in Ashoro Town, Hokkaido, has been growing Rawan Butterbur for over 30 years. Naturally, the plant grows thick and tall, spreading at an unhurried pace — but in recent years, as the natural environment has shifted, the plants have been growing more closely together, sharing what nutrients are available.
Even so, Toba Farm continues to experiment and adapt in order to carry Rawan Butterbur forward into the future. Reviewing the soil conditions, planting new seedlings, letting parts of the field rest when needed. The care and patience behind each of these efforts speaks to a deep affection for the plant — one that has been tended and protected over many years.
The Rawan Butterbur raised this way is, though more slender than usual, exceptional in flavour. When cut, the stems overflow with moisture; the scent is fresh and lively. At SHIRO, we receive a portion of the harvest at its most fragrant, when the season is at its peak, and press the juice held within the stems so that nothing is wasted.
There were also many stalks that had turned red — not suitable for the food market, but still full of nourishment and the care that Toba Farm has poured into them. Rather than letting a single stalk go to waste, we wanted to bring each one into the product. Receiving the intentions of our growers and making full use of the ingredient — this year reminded us, once again, that this is the very foundation of how we make things.
The face wash made from fresh Rawan Butterbur leaves skin feeling moisturised and comfortable after every wash. Because the fragrance and colour shift with each year's harvest, it carries a quality that is unique to the seasonal collection. We hope you will try it for yourself and experience that wonderfully juicy feeling on your skin.
20 AUG 2026 Available at SHIRO UK Online Store and SHIRO Monmouth Street
PRODUCT LINEUP
150mL £34
A foam wash based on pressed Rawan Butterbur juice. The rich, velvety lather removes excess sebum and impurities while helping skin retain the moisture it needs, leaving it feeling balanced and comfortable. Gentle enough for everyday use, it is well suited to moments when skin feels rough or unsettled from UV exposure or environmental stress. Its fresh, green fragrance and deeply moisturising feel invite you into a moment of quiet, unhurried skincare ritual.
PARTNER
Ashoro Town, Hokkaido / Toba Farm
Toba Farm grows Rawan Butterbur alongside wheat, onions, Japanese yam, and other produce. The farm is run by four people: Hideo and Nobuko Toba, and their eldest son Shota and his wife Minori, who took over as the fifth-generation representative in 2022. Since 2002, Nobuko has been running food education activities for local primary school children — inviting them to the fields in June, when the Rawan Butterbur is at its largest, to see the plants growing and taste freshly harvested stalks. Her goal is to share the wonder of farming and Rawan Butterbur with the next generation. She also works to introduce people to the flavour of fresh Rawan Butterbur, at a time when many households are more familiar with it in preserved or pickled forms.