Brand Tone

Minimalist and Serene, Authentic and Honest, Elegant and Sophisticated, Educational and Passionate

Brand Values

• •Power of Nature
• •Ethical and Sustainable Practices
• •Social Responsibility
• •Honesty and Simplicity
• •Japanese Craftsmanship

Best Practices

• •Lead with the Ingredient's Story: Don't just list ingredients; narrate their origin and purpose. Connect the Gagome Kombu to the sea in Hokkaido or the Sake Kasu to the tradition of sake making. This builds authenticity and value.
• •Use a Serene and Sensory Vocabulary: Employ words that evoke calm, purity, and texture. Use terms like "gentle whisper," "calming hydration," "silken feel," and "clean essence" to describe the product experience.
• •Embrace Simplicity in Structure: Keep sentences clear, concise, and intentional. Avoid hyperbole and loud, sales-driven language. The confidence should come from the quality of the product, not the volume of the marketing.
• •Connect Beauty to Well-being: Frame the products not just as cosmetic solutions, but as elements of a mindful lifestyle. Highlight how a fragrance can center the mind or how a skincare ritual can be a moment of peace.
• •Reinforce Ethical Commitments: Subtly weave in the brand's values. Mentioning that an ingredient is a "by-product" reframes it as a conscious choice against waste. Talking about sourcing partners reinforces social responsibility. This builds a deeper connection with conscious consumers.

Social Perception

Positive, centered on high ingredient quality and efficacy, understated and sophisticated fragrances (especially Savon), a premium price point, and minimalist aesthetic appeal with sleek packaging.

Copy Examples

• •Return to the essence of skin. Our new Hidaka Kombu and Aloe Essence is a tribute to nature's profound ability to soothe and hydrate. We travel to the source, selecting only the most vital ingredients, to bring you a moment of pure, honest nourishment. Simplify your ritual, amplify your skin's vitality.
• •Capture the art of stillness. Our White Tea fragrance is a quiet meditation in a bottle—a clean, elegant scent that doesn't overwhelm, but centers the soul. Experience the scent that has become a signature of serene living. For your skin, your home, your moment of peace.
• •From nature, with honesty. We believe the best ingredients don't need to be complex, just respected. This is the yuzu that powers our Balancing Mist. What natural ingredient does your skin love most? #SHIROBeauty #PowerOfNature
• •Beauty that is honest and whole. We harness the earth's richest blessings—from the sake lees of Japanese breweries to the shea butter crafted by women in Ghana. We create what we ourselves want to use, for a world we want to live in. This is the SHIRO promise.
• •Subject: More Beauty, Less Waste. At SHIRO, we believe that true beauty respects its source. That's why we offer our most-loved formulas without the box—the same powerful, natural ingredients with a lighter touch on the planet. Choose our ethical option at checkout and join us in our commitment to sustainable beauty.