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SHIRO is one of the fastest growing cosmetics and skincare challenger brands in Japan. As a full cycle natural brand that executes production from raw materials to fully finished products, SHIRO is renowned for the quality of their ingredients and their commitment to their consumers.

The Challenge

Consumer interest in SHIRO has been growing both in Japan and internationally, leading SHIRO to expand operations in overseas markets. 

Shortly after SHIRO launched its e-commerce store in the UK, they quickly realized that the site’s performance could be better optimized for business and customer objectives. 

Our contributions

Marketing Solutions
Data Research & Analysis
UX & UI Design
Design Systems




The solution

Brand centered-
local user centric experience design




After extensive review and research, we saw that 
to drive sales we needed to build a better consumer understanding of not just the products, but of the brand values – as values play a bigger role in sales conversion in the UK. We knew that SHIRO’s story would be just as compelling to UK consumers as to 
its fan base in Japan.

We redesigned the e-commerce site to lower the 
barrier to purchase by pulling consumers deeper into 
the experience from the first view.  Within the website, the information hierarchy was 
rebuilt with a values-first focus and the new experience was supported by visuals and content. This showcased SHIRO’s bold signature style and added a sensual dimension to the experience.  

Pathways to finding the right product were simplified 
by configuring 3 intuitive product filters — best sellers, product ingredients and skin concerns — to lower the barrier to the user’s purchase experience.  



The result

The redesigned UK site, deployed in a matter of months, delivered a brand-immersive commerce experience that exceeded the SHIRO’s objectives. The successful vision and performance of the UK site became the new standard across all global sites, injecting a refreshingly sensual and captivating experience back into the brand.