Shiseido, the renowned Japanese cosmetics company, is making waves in the beauty industry with the launch of its new sustainable skincare brand, Baum. This exciting addition to Shiseido’s portfolio aims to prioritize social responsibility and environmental sustainability, setting a new standard for the industry.

Baum, which means “tree” in German, is built on the principle of “coexistence with nature,” a philosophy deeply ingrained in Japanese culture for centuries. The brand seeks to harness the power of trees and their connection to the environment to create effective skincare solutions.

The inaugural collection of Baum will feature an impressive lineup of 27 skincare products, all set to be available for purchase starting May 30. To celebrate the launch, Baum will open a store at NEWoMan in Yokohama, Japan. Furthermore, another shop is scheduled to open at Takashimaya Gate Tower Mall in Nagoya, Japan in July. Pop-up activations will also take place at Isetan Shinjuku and NEWoMan Shinjuku in Tokyo throughout late May and June, allowing consumers to experience the brand firsthand.

Shiseido has put great emphasis on three key characteristics of trees in the development of Baum’s skincare solutions: water storage, growth, and environmental defense. These products are carefully formulated without parabens, silicones, or synthetic colorants, making them gentle and suitable for a wide range of skin types. They are also enriched with tree-derived natural fragrances to provide a soothing and refreshing experience.

As part of their commitment to sustainability, Baum’s packaging will be made from upcycled wood, PET plastic bottles, or recycled glass containers. This conscious choice helps reduce waste and minimize the brand’s impact on the environment.

In a remarkable display of environmental conservation, Shiseido has partnered with Sumitomo Forestry Co, a leading wood products corporation in Japan. Together, they are planning to plant and grow oak trees, starting in 2021. This initiative reflects Shiseido’s dedication to restoring and preserving nature, ensuring a greener future for generations to come.

The launch of Baum couldn’t come at a better time, as individuals and companies worldwide unite in the fight against the COVID-19 pandemic. Shiseido is actively contributing to these efforts by donating approximately $1.4 million to the Shanghai Charity Foundation and providing essential utility products to areas in need.

Shiseido’s new brand, Baum, stands as a testament to the company’s commitment to sustainability and social responsibility. By harnessing the power of trees and prioritizing environmental conservation, Baum aims to make a positive impact in the skincare industry. As consumers become increasingly conscious of their purchasing choices, brands like Baum are leading the way towards a more sustainable and responsible future.

Useful links for further reading:
1. Shiseido Official Website: https://www.shiseido.com/
2. Sumitomo Forestry Co Official Website: https://www.sumitomo-forestry.co.jp/english/