Baum to exit China
Shiseido-owned Baum is exiting China. Effective immediately, the Japanese beauty brand will no longer accept orders through its Tmall flagship store; the physical store is said to have closed last month.
The luxury skincare brand has also discontinued its mini-program service, according to Jing Daily.
The exit is a "strategic adjustment," according to Baum's customer service team. Baum is the latest in a long line of international brands to close their Tmall flagship stores due to falling sales. Japanese beauty brands have also been affected by the controversy surrounding the Fukushima nuclear leak in Japan.
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2026-06-23
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