ROSY LILY is born
Change your shoes, change your mood.
No rinsing. That's why.
Incredibly easy shoe cleaning
Chosen for 6 years - SINCE 2020
Total Units Sold
Over 500,000
Total Reviews
Over 6,000
*Cumulative brand total as of Aug 2026, company data
TRUSTED BY
MEDIA
Featured in magazines
and web media
RETAIL
Sold at stores across Japan
LOFT・HANDS・
SOCIAL
#rosylily
10,000+ posts
Just towel dry. No rinsing needed.
ROSY LILY Premium Shoe Shampoo — just wash with foam and wipe with a towel. No water rinsing needed, so it's easy to start and dries quickly. Six years since its 2020 launch, it remains the trusted staple that turned shoe washing into a habit.
But still...
"Does it really remove stains?"
Sneakers, leather shoes, pumps, even kids' school shoes. Browse 6,000 reviews and find shoes just like yours.
★★★★★
They turned out so clean, I thought they were different shoes. I'm happy I can care for them so easily.
★★★★★
I was skeptical, but after 5 seconds I was amazed! The scent is great too!
★★★★★
We tried it skeptically and were both amazed — "Wait, it gets THIS clean?" It was like entertainment!
★★★★★
I bought my first white sneakers but the stains were terrible! Just putting shampoo on the brush and gently scrubbing made them this clean.
★★★★★
I was shocked the moment I used it. Stubborn stains came right off and my shoes looked brand new!
★★★★★
The stains on the white rubber part wouldn't come off, but after trying this, they got so clean!
See more reviews
★★★★★
The green came back! I thought the color might fade after drying, but it stayed vibrant even after drying. So exciting!
★★★★★
I had given up washing my leather sneakers since they can't be washed with water. I was amazed when I tried this product. They became as clean as in the photos.
★★★★★
This is really great! Even mud stains come clean without water.
★★★★★
It's great that it removes stains, but since no water is needed, the barrier to "washing shoes" is drastically lowered!
★★★★★
These are my favorite shoes from 5 years ago. After trying it, not only did the stains come off, but they seemed to regain their shine... Truly convenient and worth every penny!
★★★★★
I use it not only on my own sneakers but also frequently on my kids'. They get incredibly clean. Highly recommended for those who like regular maintenance.
★★★★★
The scent is wonderful, and it cleaned not just my sneakers but also my pumps. I'm planning to repurchase!
★★★★★
When I come home and notice some dirt, I feel like quickly cleaning them at the entrance.
★★★★★
Since no water is needed, the mental barrier to washing shoes has been lowered.
★★★★★
I find it very useful since I can clean specific spots precisely.
★★★★★
I always use this to keep my son's baseball cleats clean.
★★★★★
I tried washing my canvas bag and it got surprisingly clean!
★★★★★
The brush is so cute, I bought an extra one for washing dress shirts!
★★★★★
After having kids, I was too busy to wash shoes. With ROSY LILY, I can easily clean them without water. Highly recommended for busy moms!
These are just a few of our 6,000 reviews.
Cleaning is very easy
Easy. That's why you'll keep doing it.
The convenience of being able to clean
your shoes whenever the thought crosses your mind.
STEP 01
Apply the shampoo
Apply 1-2 pumps of shampoo to the brush.
STEP 02
Gently scrub with the brush
Gently brush while creating a lather.
STEP 03
Wipe with a towel
Wipe off the foam and dirt with a towel.
STEP 04
Just let them dry
Let them dry in a well-ventilated area and you're done.
It's just like clothing.
Any stain becomes harder to remove the longer you leave it.
Clean the day's dirt that same day — shoes, just like clothes.
From leather to suede —
compatible with a wide range of materials
From genuine leather to suede — easily clean all kinds of materials.
HISTORY
The Journey of ROSY LILY
From a small challenge to a brand chosen by famous stores nationwide.
2019
2020
First product launched on Makuake
Proposing a new habit: washing shoes with foam, no water.
2021
Now available at LOFT
From online to customers nationwide.
2022
Reaching buyers nationwide
Distributed 500 sample sets at trade shows.
Now
Sold at famous stores nationwide
Available at LOFT, HANDS, Don Quijote and more.
TV
2 features
MAGAZINES
Many
10,000+ posts
Quality that keeps being chosen by famous stores nationwide.
Since launching at LOFT in 2021, ROSY LILY has expanded to HANDS, Don Quijote, and stores across Japan. Being continually chosen by customers and retailers is the foundation of trust in our quality.
MEDIA
Why is it chosen
by so many?
The secret is in
the ingredients.
ROSY LILY Shoe Shampoo differs from typical shoe cleaners in both the type and concentration of its surfactants.
Cleansing grade
Skincare grade
Surfactant concentration
1%
Ingredient origin
Plant-derived
Skincare-inspired cleansing ingredients
ROSY LILY's cleansing agent is "skincare-inspired": alkyl glycoside, an ingredient also used in baby shampoos and organic cosmetics.
Alkyl glycoside is a plant-derived surfactant made from sugar and natural alcohol. The same grade as products that touch your skin, it gently lifts dirt away from shoes.
| ROSY LILY | Typical cleaners | |
|---|---|---|
| Ingredient grade | Skincare & baby-product grade | Kitchen & household detergent grade |
| Main ingredient origin | Plant-derived (sugar & natural alcohol) | Petroleum & synthetic chemicals |
| Role | Lifts dirt away at a skin-safe level | Aggressively dissolves stubborn grease |
| Benefit | Preserves the shoe's natural oils for lasting beauty | Strong single-use cleaning power |
The skincare-inspired foam wraps and lifts away only the dirt on delicate materials.
1%
"Subtractive" cleaning that protects materials
The biggest difference from typical cleaners:
a surfactant concentration of just 1%.
ROSY LILY
1%
Typical cleaners
6〜14%
For delicate natural leather and suede, ingredient residue is fatal.
The 1% formula is precisely engineered so that even if a trace remains after wiping, it won't harm the material's texture or cause yellowing and stiffening.
| ROSY LILY | Typical cleaners | |
|---|---|---|
| Surfactant concentration | 1% | 6〜14% |
| Approach | "Subtractive" cleaning that protects | "Brute-force" cleaning |
| Mechanism | Minimal ingredients detach dirt, vanishing as moisture evaporates | Blends of strong surfactants chemically break down dirt |
| Residue risk | Almost no residue; won't cause oxidation or discoloration | Residue deep in fibers causes yellowing and stiffness |
Maintaining cleaning power at an overwhelmingly low surfactant concentration —
that is what makes ROSY LILY's formula special.
Surfactant residue model for wipe-off cleaning
Wipe-off products always leave some residue. That is why a concentration and formula that remain safe even with residue are essential. According to assessments by the U.S. CIR Expert Panel, concentrations of 1% or less are considered safe.
How much surfactant remains on shoes after cleaning with a wipe-off cleaner? The residue can be expressed by the following formula.
Mres ＝ Vin × C × (1 − R)
- Mres ＝ Mass of residual surfactant (g)
- Vin ＝ Mass of applied shampoo (g)
- C ＝ Surfactant concentration (%)
- R ＝ Moisture recovery rate by towel wiping (0–1)
Residue comparison: 1% (ROSY LILY) vs 14% (typical)
Assuming 2g of foam per shoe and 90% moisture recovery with a highly absorbent microfiber towel (R = 0.9), we compare 1% with 14%, the upper end of typical cleaners.
| ROSY LILY | Typical cleaners | |
|---|---|---|
| Surfactant concentration | 1% | 14% |
| Surfactant applied | 0.02 g（20 mg） | 0.28 g（280 mg） |
| Recovered by wiping (90%) | 0.018 g | 0.252 g |
| Remaining on shoe | 0.002 g（2 mg） | 0.028 g（28 mg） |
With the same recovery rate, the amount of residual surfactant is directly proportional to the original concentration.
At 1%, only 2 milligrams remain — invisible after drying and undetectable to the touch.
At 14%, 14 times as much — 28 milligrams — remains. Depending on the ingredients, this can form a thin film or subtle stickiness after drying.
And now —
what ROSY LILY treasures most.
It's the fragrance.
Some say, "A shoe cleaner doesn't need fragrance." But isn't "can't keep it up" = "it's no fun"?
Even the act of washing shoes should be enjoyable.
That's the kind of product we want to offer.
A wonderful fragrance experience.
Choose from five fragrances.
OTOMEYURI
Soft & sweet
A fluffy, sweet lily-based fragrance. Our most popular scent since launch.
HIMESAYURI
Gorgeous & elegant
A bouquet-like elegant lily fragrance. Well-received even by those who dislike strong scents.
OCHA
Refreshingly clean
A freshly brewed tea-inspired freshness. Refined, like the entrance of a luxury hotel.
FOREST
Refreshing forest
A green, refreshing forest bathing scent. Recommended for those who dislike sweet fragrances.
SPA
Resort spa
A mysterious, oriental scent. Refreshing yet deep, like a luxury resort spa.
Ease gets you started.
Enjoyment keeps you going.
A starter kit made
just for you
Why not experience all the fragrances first?
A special starter kit with 5 fragrances. The best choice for your first shoe care.
Starter Kit Details
5 Fragrance Assortment 250ml
ROSY LILY: Shoe Shampoo 5 Fragrance Assortment 250ml. A set of five easy-to-hold 50ml mini bottles. All 5 fragrances at your fingertips.
Premium Wash Brush
A compact wash brush easy for women to hold. Made with powerful boar bristles in an ergonomic design that thoroughly removes stubborn stains.
Microfiber Cloth x1
A microfiber cloth that makes a difference. Ultra-fine fiber material with excellent absorption. Works for both dry and wet wiping.
FAQ
How long does it last?
Based on our customers' average usage, it typically lasts about 6 months to 1 year.
Each pump dispenses 0.8ml. Using 8 pumps per shoe means 12.8ml for both shoes. With 200ml per bottle, you can wash approximately 16 pairs — only ¥138 per pair.
I'm a first-time buyer. What should I start with?
For first-time buyers, we recommend the Premium Shoe Shampoo Starter Kit. The included wash brush delivers excellent cleaning power with a cute, easy-to-use design. The OTOMEYURI fragrance is our most popular.
What types of shoes can it be used on?
It can be used on any shoes unless the manufacturer specifically prohibits washing. Compatible with genuine leather, suede, synthetic leather, canvas, mesh, enamel, and more.
Avoid materials that discolor when wet, or water-sensitive materials such as wool, silk, and linen. Always test in an inconspicuous area first.
I want to clean quickly — how long does it take?
Cleaning time depends on the material and degree of dirt. As a reference, for light dirt on synthetic leather shoes, you can clean a pair in about 2-3 minutes.
Are refills available?
Yes, refills are available at 50% off the bottle price.
About Shipping
Orders ship within 1 business day after payment confirmation. Orders placed before 3:00 PM on weekdays ship the same day — delivery can be as fast as the next day!
Don't you have shoes in your closet that you really want to clean?
With ROSY LILY, next-day delivery is available, and the cost per pair is only 138 yen.
Clean them quickly, dry them quickly.
With ROSY LILY, next-day delivery is available, and the cost per pair is only 138 yen.
Clean them quickly, dry them quickly.
Easy cleaning means you'll keep doing it.
Enjoy wearing them again.
Free shipping over a minimum spend — shipped direct from Japan
View ProductsROSY LILY OFFICIAL SITE EXCLUSIVE
Not just your first order.
Every order after — always 20% OFF.
Use a 20% OFF coupon on your first order. After that, just log in with your purchase account.
No annual fee
No minimum orders
All products eligible
FIRST
First order
20%OFF
Save with a coupon
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From your 2nd order
20%OFF
Auto-applied on login
Buy once, keep saving after.
The longer you use it, the more you save.
On a ¥5,500 order
Reg. ¥5,500 → 4,400¥
Per order
1,100¥ saved
Four orders a year saves ¥4,400
6 benefits of buying on our official site
20% off first order
20% off every order
All products eligible
No annual fee
No minimum orders
Free shipping over
¥4,000 after discount
Shampoo, refills, care items —
everything 20% OFF.
10 Microfiber cloths set
Reg. $16.27
20%OFF $13.02
Eraser set for shoes
Reg. $10.74
20%OFF $8.59
Premium Cleaning Brush
Reg. $11.93
20%OFF $9.54
Premium Cleaning Brush
Reg. $14.10
20%OFF $11.28
Premium Shoe Shampoo Refill pack 1L(~33.81 fl oz)
Reg. $59.65
20%OFF $47.72
Premium Shoe Shampoo Refill pack 200ml (~6.76 fl oz)
Reg. $21.69
20%OFF $17.35
![[Amazing deodorizing power] Deodorizing Powder for Shoes](http://au.rosylily.co.jp/cdn/shop/files/e005_7bcecc97-debf-47d6-976c-e435002c50c7.jpg?v=1758853904&width=600)
[Amazing deodorizing power] Deodorizing Powder for Shoes
Reg. $23.86
20%OFF $19.09
![[Leather Product Protection] BeesWax](http://au.rosylily.co.jp/cdn/shop/products/ROSYLILY__e008-min.jpg?v=1623223015&width=600)
[Leather Product Protection] BeesWax
Reg. $23.86
20%OFF $19.09
Premium Shoe Shampoo 200ml (~6.76 fl oz)
Reg. $23.86
20%OFF $19.09
Aromatic Hand Wash 295ml / 10fl oz GREEN TEA
Reg. $13.88
20%OFF $11.10
ROSY LILY Premium Hand Cream OCHA 35g
Reg. $13.88
20%OFF $11.10
Includes sets and limited editions — every product on our official site.
Because shoe care isn't a one-time thing.
Shoes you wear daily accumulate dirt and damage over time.
That's why we want good care to be a habit — at a price that makes it easy to continue.
ROSY LILY will always be here for your comfortable everyday.
After that, just log in
When was the last time you cleaned your shoes?
You used to wash your shoes as a kid, right? But it's such a hassle, and having to rinse them with water is really annoying. So you just stopped washing them and threw them away when they got dirty?
But something about that doesn't feel right.
You want to keep your favorite shoes clean and use them again and again. Throwing them away is wasteful and not eco-friendly. It doesn't feel wrong, but it doesn't feel right either.
Exactly. In other words.
We actually wanted to wash our shoes.
ROSY LILY is a no-rinse shoe shampoo. Just towel dry — no rinsing needed. So it's incredibly easy, effortless, and quick to clean and dry.
CONCEPT
"Change your shoes, change your mind"
ROSY LILY is a premium shoe shampoo for women that cleans your shoes by simply wiping — no water rinsing needed. That's why it's amazingly easy and simple to use.
Don't you have shoes you really want to clean? With a premium shoe shampoo that makes cleaning fun, step out with sparkling shoes every day.
Keep your shoes always clean. A change of heart starts from your feet.
Experience Story
Inspiring Experience Stories
In everyday life, cleaning shoes became a way to reset. A small moment to take care of yourself in the midst of busyness.
Here we share the voices of users who taught us their own way of using ROSY LILY.
View Experience Stories