Shiseido to launch tree-inspired BAUM skincare

Japanese skincare experts, Shiseido, are set to launch new prestige skincare brand BAUM next month, with a collection of 27 products. 

BAUM has been created with sustainability at its heart, and focusses on the ‘power of trees'. The brand's ethos is based on the concept of ‘coexistence with nature', valued by Japanese people for centuries, embracing the blessings of trees and preserving them for the future.

More than 90% of the products' formulas is of natural origin, with tree-derived natural fragrances blended to sooth, relax and calm and bring harmony to the mind and skin – a concept in line with Forest Bathing. 

The BAUM collection will include make-up removers, cleansers, a clay face mask, exfoliating scrub, moisturising lotions, balms and oils, hand soap and hand cream, body lotion, Eau de Cologne, and room fragrances and candles. 

Products are free of parabens, silicones and synthetic colourants, and packaged in upcycled wooden packaging manufactured from wood offcuts from furniture manufacturing. 

Shiseido's BAUM range is due to launch on 14th May.