Seven Dials expands beauty offering with shiro flagship

Japanese skincare brand, shiro has opened a West End flagship store at 63 Monmouth Street, Seven Dials. The 89 sq m store is set across the ground floor and basement levels. The international skincare brand places a focus on enhancing natural beauty using simple methods and natural ingredients sourced from Japan, such as sake kasu, a natural by-product of the sake production process.


'We are thrilled to welcome the opening of shiro, which adds another international brand to our offer,' says Sam Bain-Mollison, head of retail at Shaftesbury. 'Together with Fresh, Le Labo and Kiehls, they form part of a growing beauty offer that is set to expand with another exciting retailer to be announced in the coming weeks.'



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