"shiro Jiyugaoka" located about 5 minutes on foot from Jiyugaoka Station. It seems that it is very popular as a natural cosmetic since many women uses "shiro” as their "favorite cosmetics".
Although shiro has shops spreading throughout in Japan, Jiyugaoka shop is a lifestyle shop that develops products of all categories of brands. From make-up supplies, skin care, fragrances, foods selected from all over the country, even home care products, everything can be said to be the world of shiro. On the first floor, there is a cafe along with skin care products, and menus using plenty of materials used for skin care line up. As shiro's desire to produce beauty from inside, customers of various age groups come to the store on weekdays and holidays and enjoy a lot from items to food.
Making something they want to use every day is shiro’s motto, so they meet and negotiate with producers of materials directly. Because of that shiro can provide products to customers with confidence so people can trust their products.
Among them, the most popular item is "Gagome Kelp Mascara" with Yuzu fragrance. It blended with the same ingredients as the popular skin care item "Gagome Konbu essence". It attracts many girls by finishing it long and delicately while protecting the cuticle.
Shiro pursues beauty from outside and inside. The momentum is not limited to Japan, and on January 30, 2018 a new store will be opened in New York. It is no doubt that many overseas people will be fascinated with Japanese-born materials.
(Text & Photos by Masako Goto)