SHIRO's new skincare item featuring the Rawan Butterbar, symbolizing SHIRO's simple approach to craftsmanship, is now available.
Introducing new items crafted from Rawan Butterbur, the signature material of SHIRO's Sensitive Series.
The Rawan Butterbur, cultivated in Ashoro town, Hokkaido, is known as the largest butterbur in Japan, reaching up to 3 meters in height. Butterbur provides the skin moisturization and hydration with softly protecting the skin.
The philosophy of "Simply Simple," cherished since the days of SHIRO's predecessor brand, LAUREL, is embodied by materials like Rawan Butterbur. At SHIRO, we've crafted skincare items using the juice*1 that overflows when the stem is cut. It's truly simple manufacturing that harnesses the inherent power of the material itself.
Products richly infused with this sap*1, which draws nutrients from fertile soil, envelop the skin like the earth itself. They provide gentle hydration for any skin condition and have been cherished by many customers for years.
The "Butterbur Cleansing Cream'' thoroughly removes makeup and sebum while offering a gentle, nonirritating feel.
The abundant components in Rawan Butterbur nurture and care for sensitive skin.
Experience the power of Ayashiro Town's Rawan Butterbur, delicious for your skin, and enjoy your daily cleansing time.
*1 Butterbur Juice / Moisturizing Ingredient
October 23, 2025 Available at at SHIRO US Online Store
PRODUCT LINEUP
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BUTTERBUR CLEANSING CREAM
$57 95g
Notice of Discontinuation
Due to a lineup review, sales of the 'Gagome Kombu Cleansing Milk' will end once current stock runs out. For customers who have enjoyed using this product, we recommend trying the 'Rawan Butterbur Cleansing Cream', which offers an enhanced experience.
STORY
The Rawan Butterbur we carry at SHIRO comes from Toba Farm in Ashoro Town, Hokkaido. Toba Farm values "growing vegetables we ourselves want to eat."
The peak season for Butterbur is June to July. However, this year, due to high summer temperatures and dry conditions caused by climate change, the harvest has decreased. What used to be a 300-ton harvest dropped to 250 tons last year. Yet, Mr. Toba, who holds a deep affection for Rawan Butterbur, has continued cultivation for many years and believes that "this land is suited for Butterbur."
Several summers ago in Ashoro Town, there was a flooding which caused the river to overflow. After the floodwaters receded, the land was covered with lush, thriving Rawan Butterbur. Mr. Toba thought, "The flooding may have reset the soil, making it easier for Rawan Butterbur to grow again" Inspired by this realization, Toba Farm decided to let the land rest to prepare for future Rawan Butterbur growth.
Consequently, the amount of Rawan Butterbur we receive from Toba Farm this year had to be reduced. While pondering how to address this hurdle, we found a connection with the Ashoro Town Office. Thanks to this connection we had, we also received Rawan Butterbur cultivated in the fields of the Ashoro Town Office for the first time. When tasting the Ashoro Town Office's Rawan Butterbur, we found it incredibly delicious and felt compelled to deliver this power of nature to the skin as well.
Both Toba Farm and Ashoro Town Office carefully cultivate their Butterbur, allowing it to store abundant nutrients. SHIRO selects ingredients in harmony with nature's rhythm. Changes in weather and environment affecting plant growth are challenges we must confront for the future. This summer brought not only continued collaboration with Toba Farm but also a new partnership with the Ashoro Town Office.
We hope you'll enjoy this delicious skincare item for your skin.
PARTNERS
Toba Farm / Ashoro Town Office
This year, we received ingredients from Toba Farm in Ashoro Town, Hokkaido, and the Ashoro Town Office. To accommodate the high moisture requirements of the Rawan Butterbur, they use abundant compost to prevent field drying, cultivating it in soil rich in moisture and nutrients. Rawan Butterbur at both fields grew freely, absorbing ample nutrients from the soil. We hope you enjoy the power of this ingredient.