Fragrance house

Shiro

SHIRO traces its origins to 1989, when its predecessor, LAUREL Co., was founded in Hokkaido, Japan, making and selling souvenirs and products using local herbs and ingredients. Experience producing cosmetics through OEM work led the company to establish its own consumer brand, LAUREL, in 2009, followed by the skincare line sozai LAUREL in 2011. After completely exiting the OEM business in 2014, the company renamed LAUREL as shiro in 2015, emphasizing its own branded, ingredient-focused products. In autumn 2019, shiro became SHIRO through a rebrand that changed its logo and packaging and refreshed its vision. The brand’s identity centers on creating products it wants to use every day, selecting natural sources, and researching ingredients. Its fragrance history began with Verbena and Rose in 2009; Savon followed in June 2010 and later became SHIRO’s representative fragrance. After its 2013 reformulation, the original Savon formula returned as Savon Again in January 2014. The 2019 rebrand also introduced SHIRO PERFUME, created by perfumers from different countries around memorable scents.