SHUREI

SHUREI is a Japanese skincare line built around rice as its central ingredient, sold as one of the sub-brands of Naris Cosmetics, an Osaka company founded in 1932 [1]. The line is organised around a simple idea: supporting skin through seasonal change, and its name evokes the cold of autumn, when humidity drops and skin begins to lose moisture and luminosity [2]. It remains active, distributed in Europe through Naris Cosmetics Europe and by regional resellers in several markets.

Compared with its parent's flagship ranges, SHUREI keeps a low profile. It does not appear on Naris's official corporate milestone timeline, and its founding year is not publicly documented, which points to a smaller or more export-focused line rather than one of the company's historic core brands.

SHUREI belongs to Naris Cosmetics, which was established in April 1932 by Mitsuyoshi Muraoka and first brought its products to the Japanese market in 1936 [1]. The company's early reputation was built on CONC, an exfoliating lotion introduced in the 1940s that Naris describes as its long-running signature product. Muraoka worked as a researcher himself, and the company traces decades of study on aging skin back to those origins.

Naris is headquartered in Osaka and manufactures in Hyogo Prefecture, where it completed a factory in Miki City in 1967 and added further production facilities in later years. The company reported consolidated net sales of about 20.9 billion yen and a workforce of roughly 667 people as of March 2025 [5]. Its current representative is Hiroyoshi Muraoka, president and chief executive.

SHUREI's own beginnings are less clearly recorded. The brand is not listed among the dated launches on Naris's official history page, which tracks lines such as Majesta (1983), Selgrace (1995) and the co-branded Faris (2009) [3]. Nor was it mentioned when the company profiled its main brands in a 2022 business-press interview marking its 90th anniversary [1]. Available sources do not give a founding year for the line.

Rice sits at the heart of SHUREI. Italian editorial coverage describes rice as "the heart of the Shurei philosophy," drawing on the long use of rice water in Japanese beauty traditions to keep skin soft and even [2]. The line frames this heritage in seasonal terms: it was created, according to that coverage, to accompany skin through transitional moments, particularly the drier air of autumn, a season culturally tied in Japan to the rice harvest [2].

The positioning leans toward what the brand and its retailers call J-beauty and slow ritual, emphasising natural ingredients, light textures and a measured routine rather than trend-led products. One distributor describes SHUREI as "a Japanese skin and hair care brand that combines the harmony of Asian traditions with modern innovations" [6]. Packaging design is said to take inspiration from the masu, the traditional wooden vessel used to measure and drink sake.

This sits within Naris's broader outlook. The parent company summarises its approach as "take away what is not necessary and give what is necessary," and says its skincare aims at "awakening and maintaining the original power of your skin" [4]. Its stated mission is to provide serenity and happiness for all through cosmetics.

On its European distributor site, SHUREI is presented as a compact range of six products split between eye-care creams and facial-care creams [7]. Each is built around one of three actives, giving pairs such as the SHUREI Hyaluronic Acid Facial Care Cream, the SHUREI Collagen Facial Care Cream and the SHUREI Coenzyme Q10 Facial Care Cream, with matching eye creams.

Alongside rice extract, which the brand credits with soothing and antioxidant properties, the formulas combine hyaluronic acid for hydration, collagen for firmness and coenzyme Q10 for protection against oxidative stress [2]. A Romanian distributor also lists a rice-extract shampoo, suggesting the wider catalogue extends beyond the six creams shown on the European site. That distributor states that SHUREI products are not tested on animals [6]; the claim is not independently certified in the available sources.

SHUREI is an active line. Its parent, Naris Cosmetics, exports to more than 20 countries across Europe, the Americas and Asia through local distribution partners [8], and in 2023 Naris Cosmetics Europe established a logistics hub in northern Italy to support European sales of its sub-brands [9]. SHUREI is stocked through that European operation and through regional resellers, including in Romania. Naris itself operates across research, direct sales, retail, mail order and contract manufacturing.