CONCEPT
"Change your shoes, change your mood."
ROSY LILY is a premium shoe shampoo for women that cleans your shoes simply by wiping — no rinsing required. It's surprisingly quick and easy. Do you have a pair of shoes in your closet that you've always wanted to clean? With a premium shoe shampoo that makes "cleaning" fun, step out every day with sparkling shoes.
Keep your shoes beautiful, always. Your mood starts from your feet.
When was the last time you washed your shoes?
We used to wash our shoes all the time as kids, right? But washing shoes is such a hassle — scrubbing with water is really unpleasant. So we end up never washing them, and just throw them away when they get dirty. Sound familiar?
But somehow, that doesn't feel right.
We want to keep our favorite shoes looking great and wear them again and again. Throwing them away feels wasteful and isn't eco-friendly. It's not that we think it's wrong, but we don't exactly feel good about it either.
That's right. In other words,
We've always wanted to wash our shoes.
ROSY LILY is a no-rinse shoe shampoo. No rinsing needed — just towel dry. So it's incredibly easy, effortless, and your shoes are clean and dry in no time.
STORY
— From our founder, Kashima —
"Shoes" are a fascinating thing — such a small detail, yet they dramatically influence your overall impression. Even wearing the same outfit, just changing your shoes can shift how everything looks.
The excitement of buying a new pair of shoes is wonderful. But equally, even an affordable pair of well-maintained shoes looks better and feels better than a dirty pair of expensive brand shoes.
However, traditional shoe cleaning was just too much hassle. Before we knew it, we started avoiding the choice to "wash our shoes." Rather than wash them, just buy new ones.
That's how bothersome it was. It was so normal that nobody even seemed to mind.
But I was frustrated by this.
New shoes are great, sure.
But I wanted to use my favorite shoes longer. To take better care of them.
ROSY LILY lets you wash your shoes quickly and makes shoe care something you actually want to do. We develop our products with the goal of making shoe care a natural part of your daily routine.
The key to sustainability is lowering the mental barrier of washing shoes. How can we make shoe cleaning feel effortless? That's what we've been researching tirelessly.
ROSY LILY isn't just a brand that sells cleaning products.
Under the concept of "Change your shoes, change your mood,"
our mission is to deliver the uplifting feeling that comes from shoe care.
Rather than offering new shoes,
we want to propose a new kind of value for women's fashion — by restoring the original beauty of what you already own.
The brand name ROSY LILY comes from the English name of the Otomeyuri, a lily native to Japan. Its flower language is "unadorned beauty." It's a very rare, near-threatened species of lily.
Naming our brand after a flower was truly a coincidence, but am I the only one who feels that the act of "washing shoes" perfectly matches this flower language? Although we couldn't use the Otomeyuri's actual fragrance for various reasons, we hope to continue developing products true to our concept while cherishing every encounter and coincidence along the way.
New fragrances have joined the lineup.
Since October 2021, we've added a new fragrance alongside our bestselling original, offering two signature scents as our standard lineup.
The Otomeyuri actually has two names — the other is Himesayuri. They're the same flower, but with two different names.
To distinguish between the new fragrance and the original, we needed to give each scent a name. It felt only natural to call them OTOMEYURI and HIMESAYURI.
・Gorgeous and elegant: "HIMESAYURI"
We hope you'll love them both.
