【SHIRO】On Wednesday, July 1, 2026, 'SHIRO Isetan Shinjuku Store' will relocate to a special pop-up shop and launch the new summer fragrance 'Zero Pear' in advance.

SHOP IMAGE|SHIRO Isetan Shinjuku Store Special Pop-up Shop

The SHIRO Isetan Shinjuku Store will close operations at its current location on Tuesday, June 30, 2026, and relocate to a special pop-up shop at Isetan Shinjuku Store Main Building 1st Floor, Isetan Beauty Cosmetics/Promotion, operating there until around autumn 2026.

Coinciding with this move, we will launch the 'Zero Pear Eau de Parfum' in advance—an exclusive opportunity to experience the new summer scent ahead of others. Customers who purchase products will receive, while supplies last, a 'Fragrant Tag' made from recycled paper and water, gifted from the pillar wall inside the store. Spray your favorite fragrance on it and use it as a sachet, or give it to someone special as a message card—use it in ways that suit your lifestyle. As each customer takes a Fragrant Tag, fewer will remain, gradually revealing the bold wood grain of domestic Japanese cypress plywood used on the pillar surface. After serving its purpose in this store, this plywood will be remade into tabletops.

Additionally, the display tables installed in the store reuse fixtures previously used during past events at Isetan Shinjuku. SHIRO staff, including those from the Isetan Shinjuku team, will give them new life through stamp art. The stamp art uses sample Fragrant Tags produced during manufacturing that were unsuitable for store use, along with leftover white natural paints sourced from a paint manufacturer’s warehouse. Created with heartfelt care, these tables represent our commitment to renewing our own store with our own hands as we continue evolving toward the future. These one-of-a-kind fixtures embody SHIRO’s zero-waste philosophy and are crafted entirely without discarding materials. When visiting this limited-time store, be sure to enjoy the unique space and special offerings available only here.

On Wednesday, July 22, following the relocation to the special pop-up shop, SHIRO will expand into Isetan Shinjuku Store Main Building B2, Isetan Beauty Apothecary. This new location will operate in parallel with the 1st-floor store until around autumn 2026. We sincerely look forward to welcoming you to this special, limited-time 'SHIRO Isetan Shinjuku Store'.

Advance Launch on Wednesday, July 1|'Zero Pear Eau de Parfum'

Zero Pear Eau de Parfum 40mL / ¥4,400 (tax included)

Part of the ZERO COLLECTION FRAGRANCE, born from unused materials and fragrance stocks stored in our warehouse due to reformulations or discontinued production, as part of SHIRO’s zero-waste initiative. Introducing 'Zero Pear', a limited summer fragrance blending fresh pear with freesia mist and white tea. The scent opens with a bright, fresh top note of juicy pear and apricot, accented by sparkling lemon, then blooms into an elegant floral heart of freesia and rose layered with crisp green tea, creating a transparent aroma. Finally, musk, amber, and woody notes gently blend, leaving a soft, comforting trail. Don’t miss this special opportunity to be among the first to experience the new summer scent.

'Fragrant Tags' made from recycled paper, connecting the special store and its customers

The Fragrant Tags are crafted by Kurimoto Shizai Co., Ltd., experts in paper recycling. Made from newspaper, cardboard, office waste paper, and water collected from society, this lightweight pulp-molded material offers excellent cushioning properties. Since no adhesive is used, it is a fully recyclable material gaining attention as a plastic alternative. Depending on the mix of recycled paper, the finished tags come in three distinct colors, each with unique tonal variations and textures visible upon close inspection. Continuing to reuse materials is itself an action that brightens the future. We hope the Fragrant Tags will continue to enrich customers’ daily lives.

Pulp-molded 'Fragrant Tags' made from recycled paper and water

Display tables remade by our own hands

The display tables welcoming customers inside the store reuse fixtures previously used at past events in the Isetan Shinjuku location. They are special pieces connecting past memories with the future evolution of SHIRO Isetan Shinjuku. This time, long-used fixtures are being renewed through stamp art by SHIRO staff, including members from the Isetan Shinjuku team. By adding new creative elements to existing fixtures, SHIRO continues its pursuit of zero waste in store creation.

PARTNER|Store Design

Hiroyuki Ogura of DRAWERS, who led the store design, focuses not only on beauty and functionality in spatial design but also on 'the responsibility of creation,' crafting products and spaces with the future in mind. His projects include 'MAISON SHIRO,' a full-building rental accommodation in Naganuma, Hokkaido, opened in 2024, as well as 'SHIRO Seongsu' in Korea, 'SHIRO Eslite Sun West Store' in Taiwan, 'SHIRO K11Musea' in Hong Kong, and the SHIRO Tokyo office.

Hiroyuki Ogura

Born in Ono City, Hyogo Prefecture. Graduated from the Department of Environmental Design, Faculty of Art, Kyoto University of Arts (formerly Kyoto University of Art and Design).

After working at cafe co., he founded the interior design firm DRAWERS in 2011. He engages in creative activities that promote circulation and continuity into the future. Since 2020, he has expanded beyond client work to launch 'wa/ter,' a product brand that creates new value from waste materials through interior design.

DRAWERS: https://drawers-design.com/ @tete_drawer

wa/ter: https://water-sup.com/ @water_products_design

【Store Information】

Store Name|SHIRO Isetan Shinjuku Store

Relocation Date|July 1, 2026 (Wed)

Address|3-14-1 Shinjuku, Shinjuku-ku, Tokyo. 1st Floor, Main Building, Isetan Shinjuku Store, Isetan Beauty

Cosmetics / B2, Main Building, Isetan Beauty Apothecary ※From July 22 (Wed)

Opening Hours|10:00–20:00

Products|Skincare, Makeup, Fragrance

Facility Website|https://www.mistore.jp/store/shinjuku.html

About SHIRO

A cosmetics brand founded on the simple idea of 'creating products we want to use every day.' SHIRO handles all operations in-house, from development to sales, and has consistently pursued ethical production since its inception. The brand offers skincare, makeup, and fragrance items that maximize the power of ingredients sourced from challenging natural environments around the world. With standalone stores across Japan and physical locations in London, Taiwan, Korea, and Hong Kong, SHIRO also operates its own e-commerce site in the U.S. and cross-border e-commerce in China. Beyond products, SHIRO operates [SHIRO LIFE], a food curation service offering carefully selected ingredients; [SHIRO CAFE], a café that conveys ingredient quality through cuisine; and [SHIRO BEAUTY], a salon where customers can fully experience SHIRO’s vision of beauty.

Since June 2021, SHIRO has advanced the 'Minna no Sunagawa Project' in Sunagawa, Hokkaido—the brand’s birthplace—aiming to revitalize the town through factory relocation and redevelopment. In April 2023, 'Minna no Kojo (Everyone’s Factory)' opened, including a new factory and supporting facilities.

In April 2024, 'MAISON SHIRO,' a full-building rental accommodation, opened in Naganuma, Hokkaido, built using a unique 'forest-led design' approach that respects natural forest environments. In 2024, marking the brand’s 15th anniversary, SHIRO announced the 'SHIRO 15th Year Declaration,' reevaluating the value of all resources in product and store creation, and committing to achieving zero waste for the planet’s future. The 'SHIRO Reuse Project' also launched, collecting used glass containers and clothing to help establish new social standards.

In November 2025, the innovative restaurant 'MORISHIRO,' celebrating the flavors and scents of the forest, will open on the 'Everyone’s Factory' premises. In March 2026, SHIRO will host its first exhibition, 'PAY FORWARD — Making the World a Little Better,' at Everyone’s Factory. In January 2027, 'PARK SHIRO,' comprising the accommodation facility 'Minna no Hotel' and a service-oriented senior residence 'Minna no Ie,' is scheduled to open.

Company Overview

Company Name|SHIRO Co., Ltd.

Address|8F, Aoyama Palace Tower, 3-6-7 Kita-Aoyama, Minato-ku, Tokyo 107-0061

Founded|October 23, 1989

CEO|Takahiro Fukunaga

Business Activities|Planning, development, manufacturing, sales, and store operations of in-house brand 'SHIRO' ('SHIRO / Cosmetics & Lifestyle Goods,' 'SHIRO LIFE / Food Retail,' 'SHIRO CAFE / Food & Beverage,' 'SHIRO BEAUTY / Salon')

Operation of SHIRO official website / online store and mail-order business

Operation of direct-managed hotels ('MAISON SHIRO,' 'PARK SHIRO / Minna no Hotel' ※Opening 2027)

Operation of restaurant ('MORISHIRO')

Import and sales agency for Nordic interior goods ('biotope')

Corporate Site|https://hello.shiro-shiro.jp/

Official Online Store|https://shiro-shiro.jp/

Official Instagram|https://www.instagram.com/shiro_japan