Shiseido Travel Retail has launched prestige Japanese skin and mind brand, BAUM, in travel retail with the opening of its first counter with Japan Duty Free Ginza, at Mitsukoshi Ginza Department Store in downtown Tokyo.

Based on the philosophy of coexistence with nature, which has been valued by Japanese people for centuries, BAUM embraces the power of trees through its unique brand concept: “EVERY TREE, A BEAUTIFUL BEGINNING”. The launch of BAUM in travel retail supports Shiseido’s aim to realize a sustainable future where people live in happiness through its core business of beauty, under its corporate mission: BEAUTY INNOVATIONS FOR A BETTER WORLD.

Philippe Lesné, President & CEO, Shiseido Travel Retail, commented: “BAUM’s addition to our prestige portfolio in travel retail is an important development that reinforces Shiseido’s ambition to become the global leader in skin beauty by 2030. We have evolved with consumers’ needs for responsible products, and BAUM carves a new standard in Japanese beauty with its sustainable tree-powered proposition. We look forward to introducing travelers to a new generation of skin beauty innovation, in collaboration with our key partner, Japan Airport Terminal Company Limited.”

BAUM: Embracing the Blessings from Trees

Established in 2020, BAUM is a one-of-a-kind sustainable beauty brand that enhances the skin’s innate potential to preserve itself, regardless of age or gender. Named after the growth rings of a tree to represent a constant cycle of development towards a beautiful future, BAUM celebrates the role of trees in prolonging life and creating a sense of calm.

To honor the unique properties of trees, BAUM uses ingredients extracted from every part of the tree – trunk, skin, leaves, fruit, and roots – in its products. Inspired by the Japanese tradition of Shinrin-yoku, a moment of mindfulness surrounded by trees known as “Forest Bathing”, the BAUM range is blended with mainly tree-derived natural fragrances to soothe and relax, bringing happiness, balance and beauty to skin and mind.

Giving New Life to Trees

BAUM strives to contribute to a more sustainable future through its selective use of ingredients, product packaging and store design.

Comprising Skin (facial care), Mind (aroma), and Hand & Body products, the BAUM range is free from parabens, silicones and synthetic colorants. Each BAUM skincare product is formulated with over 90% natural-origin1, and their high-quality ingredients, delicate fragrances and smooth textures combine to create a nourishing feel and a vibrant, deeply hydrated and resilient look.

Crafted from sustainable sources2, BAUM packaging uses upcycled oak repurposed from wood furniture offcuts, extending the life of wood and creating naturally varied, uniquely patterned pieces that become more beautiful over time. The brand also offers refillable products and reusable bags.

The “BAUM Perch” Experience

Located on the 8th floor of Mitsukoshi Ginza Department Store, BAUM’s new 25 sq m counter welcomes travelers to experience the “BAUM perch” – a place for reinvigoration while indulging in the relaxing scents and sounds of the forest. The store conjures the power of trees through deep greens to express healing, natural woods to promote a sense of rejuvenation, and accents of black and white to express confidence and sophistication.

Prominent green shelving and podiums are embellished with tree rings to reinforce the vision and philosophy of BAUM. At the self-trial podium, shoppers are encouraged to discover BAUM products and learn more about the brand through a dedicated iPad and educational panelling. For a luxurious experience, shoppers can receive a beauty consultation based on BAUM’s Forest Bathing Beauty (Shinrin-yoku Biyou) ritual – a personalized regime designed to evoke the refreshing tranquility of forest bathing through hydration and scent.