According to Beijing Business Today, Shiseido’s skincare brand Baum will cease product sales in the Chinese market. The brand’s official mini-program has already been discontinued. A customer service representative from Baum’s Tmall flagship store stated that the official flagship store will stop accepting new orders from July 10. In offline channels, industry insiders have reported that Baum counters were removed at the end of June. Baum was launched by Shiseido in 2020, positioned as a high-end skincare brand with product prices ranging from 500 RMB ($68.80) to 800 RMB ($110), emphasizing natural, environmentally friendly, and additive-free concepts. The brand entered the Chinese market for the first time in 2021.