Dubbed BAUM, the new brand gets its inspiration from "the power of trees" and features a total of 27 products and 45 items. “Based on the concept of ‘coexistence with nature’, valued by Japanese people for centuries, the brand aims to realize a sustainable society that fully embraces the blessings of trees and preserves them for the future,” explained the company in a statement.

BAUM will be part of the group’s portfolio of high-end cosmetic and perfume brands, which already includes Shiseido, Clé de Peau Beauté, IPSA, Nars, bareMinerals, Laura Mercier, Dolce&Gabbana, etc.

“Clean” and natural formulations

The gender and age neutral line is dedicated to supporting a healthy skin care routine based on three key characteristics found in trees: “water storage”, “growth” and “environmental defense”.

The new gender and age neutral brand will be part of the Shiseido group's...

The new gender and age neutral brand will be part of the Shiseido group’s portfolio of high-end cosmetic and perfume brands.

Formulations feature at least 90% of natural ingredients [1] and are free from parabens, silicones or synthetic colorants. The products are blended with tree-derived natural fragrances.

Sustainable packaging

As far as the primary packaging is concerned, Shisiedo made the choice of bio-based PET, and recycled glass. The packs are decorated with fine-quality oak pieces that are upcycled from the furniture manufacturing process, in collaboration with Karimoku, Japan’s leading manufacturer of wooden furniture.

In order to further reduce the environmental impact several refill options will be provided. In addition, the brand will actively participate in forest conservation activities, in particular by planting and growing oak trees in partnership with Sumitomo Forestry Co., Ltd. Seedlings will also be grown in the BAUM stores. The first planting is scheduled in 2021.

The brand will officially launch on May 30, with the opening of a standalone store in Yokohama’s NEWoMan mall. Another store is scheduled to open in Nagoya’s Takashimaya Gate Tower Mall in July 2020, while two pop-up stores will open in Tokyo, at the Isetan department store in Shinjyuku (30th May - 9th June) and at the NEWoMan mall, in Shinjyuku (6th - 21st June).