Shiseido to introduce sustainable skincare brand Baum

The new brand focuses on ‘the power of the trees’ and is based on the concept of ‘coexistence with nature’, valued by Japanese people for centuries.

Boasting 27 product categories, including makeup removers, cleaners, a face massage mask, a moisturising cream, hand creams, body lotions, and room/linen fragrances amongst others, Baum is blended with mainly tree-derived natural fragrances, while more than 90% of its formula is natural.

What’s more, strengthening its environmental credentials, the brand recycles wood offcuts from the furniture manufacturing process, in collaboration with Japanese wood furniture manufacturer Karimoku Furnitire Inc. It also restores fine-quality oaks collected in the Tohoku and Hokkaido regions of Japan.

In addition, in an effort to reduce its environmental impact, Baum actively offers refill products, while using bio-based PET for some plastic bottles and recycled glass for glass containers and selling Baum reusable bags to customers upon request.

The brand is also taking part in forest conservation activities by mainly planting and growing oaks used in packaging, in cooperation with Sumitomo Forestry Co.

Baum will be unveiled on 30 May 2020, at the NEWoMAN Yokohama department store, while a pop-up store will also be introduced from 30 May until 9 June at the Isetan Shinjuku department store and from 6 June until 21 June at the NEWoMAN Shinjuku store.