SHIRO Lumine Est Shinjuku

SHIRO Lumine Est Shinjuku is the dedicated retail boutique for SHIRO, a highly respected Japanese ethical beauty brand. The company, which evolved from a Hokkaido-based souvenir shop founded in 1989, launched its own product line in 2009, focusing on natural, locally-sourced ingredients for its comprehensive range of skincare, makeup, and distinctive fragrances. Located in the high-traffic Lumine Est shopping center, the store serves as a dedicated point of sale for customers to experience the brand's commitment to simple, honest craftsmanship and its unique 'ethical discount' program. It is praised for its minimalist aesthetic and high-quality, skin-friendly cosmetics.