SHIRO's Limited Edition ZERO Peony Bliss: A Transformative Approach to Sustainability

In a significant move towards sustainability, SHIRO introduces its latest limited-edition fragrance, ZERO Peony Bliss. This exceptional scent is part of the ZERO Collection, an innovative initiative aimed at creating products with ingredients and materials that would otherwise go to waste. The ethos behind the word “ZERO” reflects SHIRO's aspiration for a future where waste is eliminated.

The ZERO Collection has blossomed over the past two years, featuring fifteen captivating scents derived from remnants stored in SHIRO's warehouse. SHIRO does not intend for this partial success to be the end; instead, it aims to extend its waste reduction initiatives beyond its own operations and encourage a wider societal movement.

SHIRO’s commitment to sustainability acknowledges the wealth of unused resources waiting to be harnessed in the world. The development of ZERO Peony Bliss integrates white paint that was once destined for disposal, sourced from a paint manufacturer. This creative use of materials exemplifies SHIRO's mission of not only valuing what is readily available within its reach but also discovering untapped resources in society and reimagining them into new values.

The inception of ZERO Peony Bliss came when the designers sought to create an alluring container for the fragrance. The meeting of SHIRO's surplus fragrance oils and the white paint from the paint company sparked a new direction in the creation process. This partnership with diverse industries reflects SHIRO's passion for innovation and environmental responsibility.

ZERO Peony Bliss features a sophisticated blend of fresh apple and pear along with transparent marine notes and floral elements like peony and freesia. The fragrance concludes with a warm lingering warmth of musk, amber, and woody undertones. The inclusion of the unique white paint in the container design creates an extraordinary visual experience—one that elevates the ownership of the product into something special and memorable.

Crafted with the vision to utilize every available resource, the ZERO Collection symbolizes an exclusive scent that cannot be replicated. Looking ahead, SHIRO remains committed to this vision as it progresses into 2026 and beyond.

Key Product Details

- Product: ZERO Peony Bliss Eau de Parfum (50mL)
- Price: 11,220 JPY (tax included)
- Scent Profile: A harmonious blend of refreshing pear and apple, bright floral notes, and a graceful marine essence.
- Application Method: Spray at a distance of about 15 centimeters from the skin, using 1-2 pumps.
- Longevity: Approximately 5-6 hours.

Furthermore, the visuals of this fragrance were designed using leftover paints from an earlier SHIRO pop-up store in Seoul, encapsulating the brand's commitment to breathing new life into abandoned resources and ensuring that the spirit of the ZERO Collection is well-articulated.

About SHIRO

Founded on the core principle of creating products that people want to use daily, SHIRO is a cosmetics brand that encompasses everything from development to retail. With a focus on ethical manufacturing, SHIRO continues to explore natural materials sourced from around the globe. It operates direct retail outlets in Japan, London, Taiwan, and South Korea, while also engaging in e-commerce initiatives. SHIRO's diversity of offerings extends to food selection through SHIRO LIFE, dining experiences at SHIRO CAFE, and beauty treatments at SHIRO BEAUTY.

In 2021, SHIRO kicked off a collaborative community revitalization project in Suginami City, aiming for a sustainable future. With the launch of the new factory anticipated in 2023 and the introduction of innovative concepts such as MAISON SHIRO, SHIRO continues its journey towards absolute sustainability and societal enrichment. Their commitment can also be seen through the new SHIRO Reuse Project, aiming to transform the standard of sustainability in various communities.

Set to release on January 29, 2026, via the SHIRO online store and physical locations, this unique fragrance represents not only a step towards ecological mindfulness but also an invitation for consumers to be part of a transformative journey. Stay ahead with the launch by joining the SHIRO Membership Program beginning January 23, 2026.