SHIRO’s Beloved Fragrance in Japan, ‘WHITE’ Launches Overseas in Limited Quantities
From SHIRO’s limited-edition fragrance series, 'WHITE', a fragrance reminiscent of a bouquet of white flowers, is now available in limited quantities.
Evoking the bliss of holding pure white blooms, WHITE also commemorates Laurel Co., Ltd., the company that came before SHIRO.
Characterised by a luminous floral blend balancing sweetness and freshness, WHITE has remained a beloved fragrance since its debut as a limited edition in Japan in 2021.
The top notes open with a refreshing blend of crisp apple, bergamot, and white tea. This transitions into a delicate middle note of white lily, jasmine, and lily of the valley, before settling into a warm, gentle base of musk and sandalwood.
The collection includes the Eau de Parfum for a deeply immersive fragrance experience, the Rich Hair Milk to enhance shine and manageability even in dry seasons, and the Hand Serum for moisturising care while enjoying the scent.
Softly dissolving into the cool breeze that brushes your cheeks, this white floral fragrance is perfect for the season ahead, as the air grows crisper each day. We invite you to experience the beauty of flowers blooming in the clear, chilled air through this scent.
20th November 2025 Available at SHIRO UK Online Store and SHIRO Monmouth Street
PRODUCT LINEUP
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WHITE EAU DE PARFUM
£36 40mL -
WHITE RICH HAIR MILK
£32 78g -
WHITE HAND SERUM
£28 55g
STORY
The 23rd of October, the launch date of 'WHITE' in Japan, holds special meaning for SHIRO. In 1989, its predecessor company, Laurel Co., Ltd., was founded. In 2014, the first flagship store, LAUREL Flagship Store Omotesando, opened. Then, in 2015, the brand name changed from LAUREL to lowercase shiro. Each of these key milestones in SHIRO’s history occurred on this special day.
The name shiro originated from Hiroe Imai, then President and now Chairwoman and Brand Producer, who combined her own name ‘hiro’ with the initial ‘s’ from her beloved sons’ names. With a vision for global expansion and the imminent opening of the first overseas store in London, the name was chosen to carry the spirit of herself and her cherished family into the world.
In 2019, the brand evolved once more, adopting the bold and confident uppercase SHIRO, symbolising renewed determination to compete globally. Through this journey, SHIRO continues to create new connections every day with people who choose its products, and we hope these items bring a touch of colour and beauty to your daily life.
To commemorate this significant date of October 23rd, this year we have presented 'WHITE' on this special day to celebrate when we released this in Japan.
The main product visual for this series also holds a special meaning. WHITE represents purity, like a bouquet of fresh white blooms, and fittingly, during the 2015 rebranding from LAUREL to lowercase shiro, our team uniforms were also white.
Drawing inspiration from this history, we created the main visual by layering various white fabrics, symbolising SHIRO’s growth and the paths we’ve walked together. Among these fabrics are cherished pieces that once shared our brand’s journey. The result is a warm, unified image, as if the very history we have built now blesses the present SHIRO.