Your new Japanese beauty go-to; #PushBEAUTY’s new client shiro

Push PR’s latest beauty client, a Japanese natural and cruelty free beauty brand shiro, is one of the leaders in the Japanese beauty market (J-beauty), which is taking over the recently hyped, trendy Korean beauty industry (K-beauty) with its more delicate and intricate beauty rituals.

shiro was established in 2009, inspired by simple ideas and carefully selected ingredients. The brands mission is to enhance its clients’ natural beauty using simple and natural methods in their cosmetics, skincare and fragrance.

The ingredients used in the products are all gathered from Japan, for example Sake kasu, a natural by-product of the Sake production process, which is rich in the nutrients of the rice grain; and Gagome Kombu, a kelp which helps to moisturise, firm and plump the skin.

Now the brand has launched their cosmetics Winter Collection just in time for the holiday season. The range consists of five products, including the new Kombu Eyeliner. From your cheeks, to your eyes and lips, there will sure be a colour to suit all skin tones.

Kombu Eyeliner

Define your eyes and create a look to last from day to night with this long lasting gel eye liner. This water resistant Kombu Eyeliner has kombu and yuzu peel oil to ensure the product is gentle on the eyes, improves the skin’s texture whilst contouring the eyes.

Shea Eye Shadow

Take your look to the next level in one sweep with these pearlised eyeshadows. The creamy formula blends smoothly over the eyelids, creating an effortless and fresh look. This versatile eyeshadow can also be used on the high points of the face and collarbones asa a highlighter. Shea butter and sesame oil moisturises the eye areas whilst tapioca helps to improve the skins texture.

Shea Cheek Butter

shiro’s multi-use Shea Cheek Butter is a silky, pigmented butter that can be used on the eyes, lips and cheeks. The creamy formula smoothly glides over the skin to give you a gentle pop of colour. Shea butter and sesame oil encourages moisture around the eye areas whilst the tapioca starch helps to improve skin texture.

Ginger Lip Butter

A translucent lip butter that combines all the functions of lip cream, gloss and lipstick, giving you the appearance of plump, full lips with every application. Ginger root oil, tomato fruit extract and capsicum extract condition the skin whilst shea butter and beeswax moisturise lips.

Flaxseed Nail Varnish

Five new autumnal colours have been added to the existing flaxseed nail varnish collection. Each colour creates a translucent shade with one application, gradually building with every layer to create a vibrant hue. The formula, free of toluene, formalin and dibutyl phthalate, is created with high oxygen permeability that doesn’t prevent nail water evaporation. Linseed oil, shea butter and sesame oil provide moisturising elements to ensure the nail bed is kept hydrated and does not dry out.

But the fun doesn’t end there… step into the season with shiro’s Holiday Collection 2018! This colour collection will be sure to get you in the party spirit with their jewel-like glitter liquid eyeshadows, moisturising matte lip butter and nail polishes to give you a sparkly finish to complement any outfit. This travel friendly collection comes with a cosmetics case to keep all you favourites in one place.

Jewellery Colour Makeup Kit

Evoke pure Hollywood glamour with this limited edition holiday kit containing an Aloe Shiny Mascara, Aloe Liquid Eye Colour, Ginger Lip Butter and Linseed Nail Colour.

Aloe Shiny Mascara

Available in two shades, this glitter mascara sparkles with every blink, giving your eye makeup a magnificent yet subtle finish. This mascara can be worn alone or on top of another – and with thanks to its mix of aloe vera leaf extract, this mascara can be used for eyelash care.


Aloe Liquid Eye Colour

A new edition of glitter eyeshadow is available in three shades. This water-based liquid eyeshadow brings together an exquisite blend of gold, silver, orange pink and pearlised shades. This long lasting Liquid Eyeshadow blends effortlessly and with aloe vera extract it’s perfect for sensitive skin. The glitter eyeshadow can be easily removed with hot water or with makeup remover.

Ginger Lip Butter

A lipstick, gloss and cream all in one, this lip butter is rich and moisturising with a matte finish. Ginger and Shea butter work together to moisturise and give tour lips a pop of colour.

Flaxseed Nail Colour/ Trio Set

Add some sparkle to your look with this Metallic Blue glitter polish or all three festive shades. Nail varnish with the benefits of skincare, the flaxseed oil is toluene free, formalin free, DBP free and does not interfere with nail water evaporation.

In addition to 23 corporate owned stores in Japan, shiro has 3 stores in London and opened its first store in the US, New York, in January 2018.

For all press and media enquiries email Georgina Robertson on

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