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Unveiling New Fragrances from SHIRO

The highly anticipated new line of SHIRO's perfume collection is set to captivate fragrance enthusiasts worldwide. Since the inception of their PERFUME series in 2019, SHIRO has embraced a unique approach, allowing perfumers from diverse cultures to create scents that reflect their identity without strict themes or concepts. This artistic freedom has resulted in a stunning range of 12 distinct fragrances that have evolved with the times, encouraging individuals to select scents that resonate with their personal essence.

With the launch of new captivating fragrances, SHIRO expands its lineup to include lively floral scents that represent energy and passion, along with woody aromas that harmonize strength with gentleness. These fragrances are designed to appeal to one's intuition, inviting wearers to choose scents based on their instincts and emotions, reflecting their authentic selves. The invisible nature of fragrance serves as a unique expression of individual beauty.

Launch Schedule

SHIRO will unveil these enticing scents first at the SHIRO Shibuya PARCO store on June 26, 2025. A nationwide release on SHIRO's official online store and all direct-operated stores throughout Japan will then follow on July 3, 2025, at 10 am. Be prepared to embark on an aromatic journey!

Explore the Fragrance and Perfume Chart

To assist customers in selecting their perfect fragrance, SHIRO has developed a fragrance chart that visually categorizes scents based on their characteristics and the impressions they evoke. The circular design simplifies the exploration of different personalities that each fragrance embodies. Scents that are positioned close together reflect similar moods and characters, while those on opposing sides offer contrasting olfactory experiences. This allows for effortless discovery of a fragrance that best matches one's inner self.

Choosing Your Signature Scent

SHIRO's approach to scent selection promotes freedom and self-exploration. You can choose fragrances based not only on your current mood but also on what resonates with you at any given moment. Alternatively, you may be drawn to the captivating stories behind the scents or the creative visuals that accompany them. With the introduction of seven new fragrances alongside existing ones, individuals are invited to select their ideal scent at their own pace, guided by their heart's desires.

Ingredients that Elevate the Experience

At the heart of these enchanting fragrances are unique ingredients that enrich their appeal. SHIRO incorporates locally sourced botanicals in their formulas, including kito yuzu from Tokushima and mugwort from Hokkaido, as well as white birch sap from Engaru, Hokkaido. These selections enhance the allure of each fragrance, aligning with SHIRO's commitment to utilizing nature's best offerings in their products.

New Fragrance Lineup

The new collection comprises seven distinct fragrances, each available in 100 mL and 50 mL bottles, priced at 16,005 JPY and 11,203 JPY (including tax), respectively. Here are some highlights:

1. Peony Bliss: A vibrant floral scent inspired by blooming peonies, capturing the essence of subtle elegance.
- Top notes: Green, Apple, Pear
- Middle notes: Peony, Jasmine, Magnolia, Lily of the Valley
- Base notes: Amber, Musk, Sandalwood

2. Sunny Morning: A fresh floral scent reminiscent of a bright morning, melding ylang-ylang with light, fruity notes.
- Top notes: Grapefruit, Black Currant
- Middle notes: Ylang-Ylang, Tuberose, Jasmine
- Base notes: Sandalwood, Musk, Amber

3. Be Like You: A fresh and comforting woody amber scent with subtle citrus and floral undertones.
- Top notes: Bergamot, Lemon
- Middle notes: Sandalwood, Rose, Lily of the Valley
- Base notes: Almond, Musk, Cashmere Wood

4. Black Forest Blessing: A rich woody fragrance that blends powerful notes with gentle florals.
- Top notes: Bergamot, Nutmeg, Cardamom
- Middle notes: Black Rose, Jasmine, Balsam Fir
- Base notes: Cedarwood, Sandalwood, Oud, Tonka Bean

5. Joy With You: A delightful floral bouquet encapsulating joy with hyacinth, lily of the valley, and fresh citrus.
- Top notes: Bergamot, Lemon, Apricot
- Middle notes: Hyacinth, Jasmine, Lily of the Valley, Ylang-Ylang
- Base notes: Musk, Amber, Sandalwood

6. Cherish My Love: A fruity floral delight bursting with pear, bergamot, and lychee, exuding radiance.
- Top notes: Pear, Bergamot, Lychee
- Middle notes: Rose, Peony, Jasmine
- Base notes: Cedarwood, Musk, Sweet Notes, Amber

7. Living My Story: An energizing floral fragrance highlighted by a bouquet of orange flowers.
- Top notes: Mandarin, Black Currant
- Middle notes: Orange Flower, Lavender, Jasmine
- Base notes: Vanilla, Musk, Amber

About SHIRO

Established in 1989, SHIRO is a cosmetics brand born from the philosophy of creating products that the founders themselves wish to use. With all functions from development to sales contained within the company, SHIRO remains committed to ethical manufacturing practices. They utilize quality ingredients from both domestic and international sources to create skincare, makeup, and fragrance products that enhance beauty while being kind to the environment. Their establishments include physical stores throughout Japan as well as locations in London, Taiwan, and Korea, and they sell products online in the U.S. and China. SHIRO continues to innovate with initiatives to enhance sustainability, including zero waste goals and a reuse project. As they celebrate their 15th anniversary in 2024, SHIRO is focused on redefining the value of resources and fostering new standards in the beauty industry.

For more information about the new SHIRO fragrances and to shop online, visit their official website or follow them on Instagram.