The Olympics is on pause and Tokyo is at risk of a lockdown, but Shiseido is hoping to lift the spirits with its new J-wellness brand, Baum.
A beautiful ageless and genderless line of high end skincare and wellness products, the 45-item line include make-up removers, cleansers, hand creams, a ‘face massage mask’ and room fragrances inspired by forest bathing and the ‘power of the trees’.
Blended with mainly tree-derived fragrances and created with more than 90% natural formulations, Baum’s ‘natural’ theme extends to its store design and packaging. I love the look of the bottles and the sound of the moisturizing oil and the cologne. As expected with any decent new launch these days, Baum will offer refillable packaging, recycled glass containers and feature upcycled woods in its packaging and store décor. It’s seductively minimalist and Zen, paying attention to all the senses.
The current launch date is 30th May and there’s a Baum teaser site here and a Baum Instagram here. Read more here.
WORDS: Disneyrollergirl/Navaz Batliwalla
IMAGES: Baum by Shisedo
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