Shiro UK Fall Winter 2016 1

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Japanese beauty brand Shiro (official UK website here) is now available in the UK. (There are notes on product prices in the UK below.)

Shiro opened its first overseas store in London on October 5th, 2016. According to Shiro’s official UK website, the brand’s UK store carries skincare, bodycare, haircare, fragrance and home fragrance items.

Last July, I wrote about my purchases from Laurel (Shiro’s former brand name). I like all the items I got, and it is great to have Shiro in the UK.

The brand launched its point (color) makeup range and released additional base makeup items in Japan this month. I hope we will get to see them here.

However, based on the images from this blog post from Queens of Hackney (you can click on the images and click on “view full size” to see the prices clearly), there are some substantial price markups in the UK. For example (based on the exchange rate today):

  • Sake Lees Skin Serum (60ml): ¥5800 (approx. £42) in Japan, £75 in the UK
  • Savon Body Cologne (100ml): ¥1800 (approx. £13) in Japan, £32 in the UK
  • Savon Room Fragrance (reed diffuser, 160ml): ¥3500 (approx. £25) in Japan, £85 in the UK

In Japan, Shiro is a reasonably affordable brand, and it seems that, in the UK, it is marketed as an exotic luxury brand. Even though it might not be entirely fair to, I can’t help but contrast Shiro’s price markups in the UK with the fact that, at the moment, most products from SUQQU cost slightly less in the UK than they do in Japan.


Related posts:

Loving Japanese Cosmetics series

Muji Skincare Available in the UK Again

THREE Available in Hong Kong

{ 4 comments… read them below or add one }

Rinoa Tuesday, February 7, 2017

Jealousy :o I love their hand cream.


PJ Tuesday, February 7, 2017

Hi Rinoa,

I do like the limited-edition Yuzu Hand Cream. I may consider getting Savon Hand Cream and Verbena Hand Cream in the UK if I am happy with the prices.

Thank you very much for posting your comment again! :)


Rinoa Thursday, February 9, 2017

I have the verbena one. It smells great.


PJ Thursday, February 9, 2017

Hi Rinoa,

I am sure it does! :)

Thank you very much again! :)


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