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A New Chapter for SHIRO's Sakura Fragrance

SHIRO, the renowned Japanese beauty brand, celebrates the 15th anniversary of its beloved Sakura product line with the introduction of a newly revamped, limited-edition fragrance. This fresh version aims to inspire and uplift those who are embarking on new journeys, encapsulating the vibrant spirit of cherry blossoms in full bloom.

The original Sakura fragrance traces back to February 2011, born from a heartfelt wish for a student preparing for exams: “May the cherry blossoms bloom.” The delicate and subtle scent resonated with its time, leading to the development of “Sakura 219” the following year, which featured a sweet fragrance profile. Since 2018, this scent has become a seasonal favorite, supporting those starting new chapters in their lives, whether it be through education or careers.

As people's preferences and understanding of fragrances have evolved over the years, SHIRO has taken the initiative to refresh Sakura for 2024, providing a stronger, more festive version. After meticulous experimentation, the new fragrance emerges as a lively bouquet reminiscent of cherry blossoms, infused with a burst of fresh notes.

The top notes feature a bright, citrusy explosion that transitions into middle notes filled with blooming cherry blossoms, jasmine, and lily of the valley. The base is enveloped in warm musky and amber tones, leaving a cozy and lingering sweetness. The diverse product lineup includes an eau de parfum for full-body fragrance, a hand serum to nourish the skin, a body mist for light, refreshing hydration, and a fragrance diffuser that brings the essence of spring indoors.

Visually striking, the packaging is designed in a vivid pink hue that instantly boosts your mood. To pay homage to its origins, each package is engraved with a handwritten message, “May the Sakura Bloom,” symbolizing hope and encouragement. This message aims to inspire the users who pick up the product, fostering new stories tied to the fragrance.

As graduation seasons and new employment opportunities unfold, SHIRO wishes to gift this special fragrance to all stepping into new beginnings. The company hopes to see cherry blossoms flourish in everyone’s spring, symbolizing renewal and fresh starts.

Upcoming Product Release Schedule

• - February 12, 2026: Start of SHIRO Membership Program “FAST RESERVE” for early access on new products.
• - February 19, 2026: The official launch of the new Sakura fragrance at SHIRO’s online store and nationwide direct-operated stores at 10:00 AM.

The Heart of Sakura

“May the Sakura Bloom.” This phrase resonates with a heartwarming story of a determined student who, during a gap year, vowed to purchase SHIRO products upon acceptance into her desired university. This aspiration encapsulates the essence of the Sakura series, driven by SHIRO's desire to support individuals striving to realize their dreams. Over the past 15 years, this wish remains unchanged, highlighting the importance of creating products “for someone else,” alongside the company's commitment to crafting items they themselves would love.

Creating Smiles Through Fragrance

SHIRO’s history is filled with fragrances born out of distinct circumstances. Another popular scent, “Happy Verbena,” emerged in May 2011 after witnessing the devastating effects of the Great East Japan Earthquake. The founders, motivated by the profound challenges facing their community, sought to create a fragrance that could lift spirits and foster joy. Through higher essential oil blends, the revitalizing “Happy Verbena” brought support to the Tohoku region, reappearing in 2021 amidst the challenges posed by the pandemic.

Both joy and hope stem from the everyday experiences of people and SHIRO is deeply committed to continued craftsmanship with an aim to bring happiness to society through its products.

Conclusion

Celebrating 15 years of dedication to fragrance and beauty, SHIRO reminds everyone of the power of scent and its ability to create beautiful memories. With the launch of the updated Sakura fragrance, SHIRO continues its commitment to ethical production, celebrating life’s moments of renewal and connection. As spring approaches, may everyone experience the joy of flourishing Sakura blossoms in their lives.

Product Lineup

• - Sakura Eau de Parfum (200 mL): 4,510 yen (tax included). A blend of bright fruits such as pear and peach with cherry blossoms, it encapsulates the essence of spring.
• - Sakura Hand Serum (65 g): 3,630 yen (tax included). This moisturizing serum keeps hands hydrated without stickiness.
• - Sakura Body Mist (100 mL): 2,200 yen (tax included). A refreshing mist suitable for any occasion.
• - Sakura Fragrance Diffuser (180 mL): 4,840 yen (tax included). An elegant addition to home decor, it fills the space with a delicate cherry blossom fragrance.

SHIRO continues on a journey of innovation and commitment to creating beautiful products, ensuring each fragrance tells a story of hope and celebration.