I love this serum and I've been using it for awhile now with noticeable results to my freckles and acne scars. The Shirojyun is a "Whitening Essence" produced by the popular Hada Labo Japanese skincare brand owned by parent companies Rohta and Mentholatum. The concept behind the Hada Labo brand is "Perfect & Simple," something that is reflected in their minimal ingredient lists.