Fragrance house

Baum

BAUM is a Shiseido brand launched in June 2020 after approximately three years of development as a prestige skincare concept. Its name means “tree” in German, referring to trees, their blessings, and the annual rings through which value accumulates over time. The brand is built around coexistence with nature, linking the benefits of natural resources today with future environmental cycles. Its skincare concept developed into a “skin & mind care” identity addressing both the skin and psychological well-being. This outlook extends to its packaging, which uses upcycled wood offcuts from furniture manufacturing in collaboration with Karimoku Furniture. BAUM’s olfactory identity draws mainly on tree-derived natural fragrances intended to evoke the comfort and harmony of forest bathing. HINOKI FOREST, a fresh hinoki-forest accord with woody-green character, moved from limited status to a standard offering in 2026 for hand wash and room spray.