Baum, the J-beauty skincare brand under Shiseido’s umbrella, has announced its withdrawal from the Chinese market. Effective immediately, the brand will cease accepting new orders through its Tmall flagship store, following the recent closure of its physical locations last month.
According to a report from Jing Daily, Baum has also discontinued its mini program service in China. The brand’s customer service team, as cited by Qing Yangjin, attributes this decision to a ‘strategic adjustment’. Baum’s departure from China comes amidst a broader trend of international brands shuttering their Tmall flagships due to declining sales.
Qing Yangjin’s report highlights that J-beauty brands, including Baum, have faced challenges following Japan’s controversial Fukushima discharge, impacting consumer perception and sales in the region.
Baum’s exit from the Chinese market underscores shifting dynamics in the beauty industry and reflects ongoing challenges for international brands navigating market conditions in China.
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