Episode 66

full
Published on:

30th Jun 2025

Skincare Secrets: Elizabeth Barbalich’s Formula for Success in Japan with Antipodes

What does it take to succeed in Japan's notoriously difficult beauty market? Elizabeth Barbalich, founder and Director of iconic New Zealand skincare brand Antipodes, shares her fascinating 7-year journey of patience, persistence, and cultural learning that led to success in one of the world's most discerning markets.

From developing seven products over two years in her quest for natural wellness, to navigating the complex world of Japanese retail partnerships and formal business etiquette, Elizabeth reveals why Japan isn't just about revenue -it's about building brand equity that opens doors globally. Discover the surprising cultural differences (like why Japanese women condition their hair nightly!), the power of retail staff relationships over influencer marketing, and why being seen on Japanese shelves makes international buyers take notice.

Whether you are considering Japan as a market, or simply love hearing about entrepreneurial grit, this episode is packed with actionable insights about building authentic brand trust in a market where customers read every ingredient and expect perfection.

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In this episode you’ll hear:

• How Elizabeth overcame the challenge of minimal sales with three different distributors for the first three years in Japan

• The six-hour "etiquette meeting" required to switch distributors and what it taught her about Japanese business culture

• How she created a vitamin C toner specifically for Japanese consumers (and why it became a hit in other markets too)

• Why she values formal business meetings and trains her entire team on proper etiquette for every market

About Elizabeth

Elizabeth Barbalich is the founder and CEO of the iconic New Zealand skincare brand Antipodes which she founded over 20 years ago in 2004. 

Elizabeth grew up on the Mainland amidst the Canterbury Plains, undertook a science degree in biology from the University of Canterbury, then embarked on an MBA from the University of Auckland. She won a highly competitive position with a United States medical technology corporation and spent 8 years training surgeons and registrars in the use of their cutting-edge equipment.

Antipodes skincare products are made of pure bioactive ingredients from New Zealand’s nature. To launch the sustainable beauty brand, she drew on her background in science. Today Antipodes is available in Japan and many other countries. 


Links

Antipodes: https://jp.antipodesnature.com/ 

Jandals in Japan is brought to you by Catherine O’Connell Law and PodLaunch with Jayne


Connect with Jayne and Catherine

Linked In: https://www.linkedin.com/company/jandals-in-japan-podcast/ 

Instagram: https://www.instagram.com/jandalsinjapan/ 

Facebook: https://www.facebook.com/jandalsinjapan 

Youtube: https://www.youtube.com/@jandalsinjapan

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About the Podcast

Jandals in Japan
Bringing The Land of the Long White Cloud to The Land of the Rising Sun
The best show about New Zealanders doing business in Japan, bringing The Land of the Long White Cloud to The Land of the Rising Sun
How do you build a brand in Japan and nurture a loyal customer base?
What do you need to have in your tool belt if you are thinking of coming to Japan to launch a business here?
Japan is often considered to be in the "too hard" basket but we are here to open up the black box of doing business in Japan.
We will share stories from successful Kiwis selling their products and services here in Japan.
They'll tell you their tips for success and pitfalls to avoid.
They'll share their challenges and what they did to overcome them.
They will tell you things you can't find in textbooks or on the internet.
We will also be sharing the latest intel and insights on Japan from our on-the-ground presence
And you'll hear some super business culture and other tips from us sprinkled throughout.
Grab a glass of sake and let's get into it.
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About your hosts

Jayne Nakata

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Jayne Nakata is a Southland girl who arrived in Japan in 2002, planning to stay just two years. 20 years later she is still living in Fukushima Prefecture with her Japanese husband and two children. When the triple disaster hit in 2011, Jayne made the commitment to stay in Fukushima and contribute to rebuilding the area. She is the host of the award winning podcast Transformations with Jayne, which is a favourite with international women living in Japan. She is also the double award winning podcast producer and manager for PodLaunch with Jayne.

Catherine O’Connell

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Originally from Christchurch, Catherine O'Connell has lived in Japan since 2002. Catherine has over 20 years working at brand-name Japanese corporations as legal counsel. In 2018, Catherine launched her own boutique law firm in Tokyo, which has become become a multi-award-winning business. She is Vice Chair of the Australian & New Zealand Chamber of Commerce in Japan, Audit & Supervisory Board Member at TOYOTA Motor Corporation & FUJITSU Limited. As well as the Jandals in Japan Podcast, she hosts the award-winning Lawyer on Air Podcast.