From a Near-Bankrupt “Souvenir Factory” to SHIRO

In this episode, I share something that surprised me: the origin story of the Japanese beauty brand SHIRO. I had always seen it as a clean, modern label you’d find in places like Ginza—but I didn’t know it began as a small OEM “souvenir factory” in Hokkaido, close to shutting down.I talk about the moment a 26-year-old employee was asked to take over the company or let it end, and how that decision eventually led to SHIRO becoming a brand built around a clear philosophy: trust the ingredients, avoid unnecessary additions, and tell the story honestly.As someone who has run an eyewear shop for 17 years, it made me think about the difference between simply making products and building a brand—and why the hardest part is often staying true to your own standards.