SHIRO was founded in 1989 in Hokkaido, Japan. It originated as a souvenir store but switched to care products after the 2000s. Shiro’s predecessor was LAUREL, a brand established in 2009 and renamed SHIRO in 2015. The products are designed in a minimalist style, with ingredients such as seaweed, wine meal, and red beans, to achieve practical skincare results with the pure power of nature.