BAUM

About BAUM

BAUM is a Japanese skin and mind care brand introduced by Shiseido in June 2020. Its central idea, coexistence with trees, connects skincare, personal fragrance and scents for the home, bringing the smell and texture of wood into everyday routines rather than treating fragrance as a separate occasion.

History

The brand took shape over roughly three years of development, with a name drawn from the German word for tree and the image of growth rings accumulating over time. Packaging development brought together Shiseido and furniture maker Karimoku, using wood left over from furniture production. The project sought to make objects that people would enjoy keeping while considering how materials could be used and circulated.

Philosophy & Signature Style

BAUM takes its fragrance vocabulary from forests: fresh leaves, warm trunks, damp moss and the air between trees. Woods are combined with herbs, flowers and spices to describe these different settings, while visible grain gives the wooden packaging individual character. Reusable wooden parts in the skincare range and forest conservation activities extend the same interest in trees beyond the scent itself.

Iconic Fragrances

Woodland Winds suggests a breeze passing through trees beside a lake, whereas Hinoki Forest follows the freshness of branches and leaves into the warmth of the trunk. Oak Forest offers another perspective through cardamom, ginger and a woody base, evoking the warmth of the forest floor. These fragrances show how the house uses familiar woodland imagery to distinguish fresh, floral and spicy interpretations of wood.