#Japan #Shinjuku #SHIRO #Isetan Shinjuku #Zero Pear

SHIRO’s Special Store Relocation: Unveiling Zero Pear Fragrance

On July 1, 2026, SHIRO will relocate its ISETAN Shinjuku store to a special area on the first floor of the ISETAN beauty and cosmetics section. This new location marks the launch of a uniquely crafted summer fragrance, Zero Pear, ahead of its official release. The existing store will conclude operations on June 30, 2026, and this relocation is intended to enhance the shopping experience and highlight SHIRO's commitment to innovative and sustainable products.

The new fragrance, Zero Pear Eau de Parfum, will be available for purchase starting July 1. This special opportunity allows customers to be among the first to experience a scent that encapsulates the essence of summer, featuring refreshing pear notes blended with freesia mist and white tea. The top notes provide a lively burst of lemon intertwined with juicy pear and apricot, leading to a sophisticated floral base enriched by green tea. The fragrance settles into a gentle harmony of musk, amber, and wood, leaving a soothing and pleasant trail.

In a unique promotional offer, customers who purchase any product will receive a limited edition fragrance tag made from recycled materials, such as paper and water. These tags can be used creatively to scent a room or as thoughtful gifts. The transformation of the tag serves to embody SHIRO’s philosophy of sustainability; as they are claimed, the beautiful wood grain of the hinoki plywood used for display will gradually appear, symbolizing the shop's connections with customers over time. Once its role is completed, this plywood will be repurposed into tabletops, further emphasizing SHIRO's waste-free initiatives.

To create a vibrant atmosphere, SHIRO will repurpose display furniture that was previously used in past ISETAN pop-up events. The team, including SHIRO staff, will embellish these items with stamp art, utilizing leftover natural white paint from a supplier's stock, as well as fragrance tag prototypes that are usually discarded. This innovative approach to recycling not only conserves resources but also expresses SHIRO's dedication to a zero-waste ethos. As you visit this limited-time store, you’ll find special events and a unique ambiance that beautifully reflect SHIRO's commitment to sustainability and creativity.

In addition to the first-floor location at ISETAN Shinjuku, a new store will open on July 22, 2026, in the basement level of ISETAN's beauty apothecary section, operating alongside the newly relocated store until autumn 2026. Customers are invited to visit and explore the fresh offerings at the new SHIRO ISETAN Shinjuku Store.

Innovative Product: Zero Pear Eau de Parfum

Zero Pear Eau de Parfum (40ml, priced at 4,400 yen including tax) emerges from SHIRO’s ongoing zero-waste initiatives, utilizing fragrances and materials that might otherwise remain unused due to retail adjustments. This limited-edition collection embodies SHIRO's innovative spirit while delivering an evoke fresh summer experience.

Creating Connections Through Sustainable Practices

The fragrance tag, crafted in collaboration with Kurihara Paper Supply Co., highlights SHIRO's commitment to recycling paper waste. The tag, produced with a blend of various types of collected paper, utilizes a process that eliminates the need for adhesives, thus creating a fully recyclable product. With a palette of three distinct colors, each tag reflects individual character and personality, resonating with SHIRO's vision of sustainable living.

As you visit SHIRO's new special store, take a moment to appreciate the unique artistry behind the reimagined display counters and engage with the creative spirit that defines SHIRO's ethos. The shop, located in an ever-evolving space that serves as a bridge between the past and future of SHIRO, invites you to be part of this sustainable journey.

Store Information

• - Store Name: SHIRO ISETAN Shinjuku Store
• - Relocation Date: July 1, 2026
• - Address: 3-14-1 Shinjuku, Shinjuku, Tokyo, ISETAN Shinjuku Store, 1st Floor, Isetan Beauty
• - Business Hours: 10:00 AM to 8:00 PM
• - Products Offered: Skincare, Makeup, Fragrance
• - Website: ISETAN Shinjuku

SHIRO offers a commitment to cruelty-free and environmentally responsible practices, fostering a brand that resonates deeply with its users. With its vision aimed at a sustainable future, SHIRO continues to innovate not only in beauty products, but throughout the entire experience at their stores. Join us in celebrating the beauty of conscious consumption starting July 1, 2026!