sHIRO’s first flagship store in Korea, where fragrance meets sustainability

japanese clean beauty brand SHIROhas opened its first Korean flagship storein Seongsu-dong , Seoul. SHIRO, a sustainable brand that realizes ethical production and resource circulation based on the philosophy of “products we want to use every day,” opened SHIRO Seongsu in Seongsu-dong on the 26th.

sHIRO is a brand that proposes skincare, makeup, and fragrance products that utilize the inherent power of natural ingredients carefully selected from domestic and overseas. the brand manages the entire process from development to sales, with zero wasteand resource circulationas its core values.

a sustainable space that utilizes the charm of Seongsu-dong, a former industrial area

shiro Holy Water renovated a former shoe factory and transformed it into a new store, preserving as many traces of the old space as possible. The store features recycled windows, bricks, and waste glass from the previous store, which were transformed into terrazzo handles, sinks, and more. Materials from a local woodworking shop were also used for the new fixtures.

the two-story space, where you can make your own scents

on the first floor, customers can try and purchase Shiro’s various products, and on the second floor is theHERB BLENDER LAB, where customers can mix their own scents. this is a unique experience where you can choose a variety of herbs depending on the season and create a fragrance that is infused with the energy of nature.

exclusive to Korea, only at Shiro Holy Water

to celebrate the opening, we are also introducing our exclusive Korean fragrance, Lily of the Valley Eau de Parfum, and a flagship limited edition kit, SELECT YOUR BEST. starting with bergamot and green florals and finishing with jasmine and white musk, the scent is sure to leave anyone feeling soft and fresh.

the “SELECT YOUR BEST” kit consists of a total of five popular products, of which the “Shea Cheek Color” is a limited item created specifically for this kit. it’s a selection of Shiro’s delicate sensibilities and heartfelt love, and is only available at the Holy Water Store.

experience the aromatic experience of being in harmony with nature at Shiro Holy Water. it’s a place to discover a new beauty culture that goes beyond mere consumption and embraces a sustainable lifestyle.

material courtesy of Shiro Korea