【Popular Skincare Brand】 Japan's SHIRO Hong Kong Flagship Store to Launch at K11 MUSEA Founder: Creating a "Seamless" Comfortable Space

Japanese fragrance, cosmetics, and beauty enthusiasts have finally been waiting for this moment! The popular niche brand SHIRO from Hokkaido, Japan, officially announces its entry into the Hong Kong market. The brand is scheduled to open its first physical flagship store in Tsim Sha Tsui K11 MUSEA in April 2026. Currently, the store has been sealed off for construction, and SHIRO founder Hiroe Imai recently flew to Hong Kong to inspect the site. She also revealed that the new store will open at the end of spring.

Hong Kong fans who previously could only rely on purchasing through agents or flying to Japan to shop can now personally try the fragrances and experience the brand’s unique natural quality locally.

Brand Philosophy: Purity and Honesty from Hokkaido

Founded in 2009 in Hokkaido, Japan, SHIRO insists on developing products that even themselves want to use every day, committed to sourcing and using the highest quality natural ingredients. By maximizing the power of natural materials, it provides users with the purest skin care. This dedication to raw materials and minimalist packaging aesthetics has made it one of the most prominent Japanese beauty brands in recent years.

Founder Hiroe Imai personally oversees: Creating a space with zero dissonance

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SHIRO founder Hiroe Imai recently updated her social media, sharing her personal inspection of the new Hong Kong store. Although the brand has established multiple stores worldwide, Imai stated that this is her first time personally involved in the handover process before construction.

The demolition work of the previous tenant has been completed. Seeing the design lines marked on the bare space instantly deepened my understanding. I realized some small details that could make staff more comfortable when welcoming customers, and the subtle distance that allows customers to feel completely at ease in the space.

Through these observations, we can finally concretely showcase SHIRO’s brand style of “embracing any scene” in the store space.

These details cannot be perceived just from drawings. Because we’ve worked with trusted partners for a long time, we share the same sensitivity to “dissonance” in the space. We walk around the site, observe other stores repeatedly, then return to our own space. After thinking, referencing, and verifying, we incorporate SHIRO’s unique features.

I also truly felt the local anticipation. This has been a valuable time to seriously face the work. Next, we will work harder to recruit partners and build a team in Hong Kong. On-site work is the best!

SHIRO Must-Buy Recommendations: Popular Perfume List

After entering Hong Kong, fans can finally personally test SHIRO’s fragrances. Here are two of the brand’s most iconic flagship products:

1. Classic Entry-Level Choice: Soap Scented Perfume (SAVON EAU DE PARFUM) This is SHIRO’s most representative scent. It opens with citrus notes of lemon, sweet orange, and blackcurrant, delivering a fresh, fruity, sweet top note; then transforms into a soap-inspired, clean, transparent “soap scent.” This light perfume is unisex and suitable for any occasion, exuding the clean scent of just after a shower.

2. Elegant Floral-Fruity Fragrance: Fressia Mist Eau de Parfum Another popular product. The brand subtly adjusted the ratio of apple, apricot, and lemon in the top notes, maintaining a highly transparent floral-fruity aroma. To extend the lasting scent, the formula increased the proportion of white floral notes in the base. The improved “FREESIA MIST Floral Shop Fragrance” not only offers a clear and fresh scent but also allows you to enjoy a longer-lasting aroma, as if you are in a morning flower shop.