Founded in 2004, Antipodes ticks all the boxes of the major trends that have been shaking up the beauty world for the past 20 years, in particular with its natural, effective formulations inspired by the botanical ecosystem of its country, and based on technical and scientific insights of a level equivalent to that of major brands. Driven by carefully selected distributors, the brand has reached a loyal public all around the world.
“Antipodes’ success is driven by several factors: exceptional formulations combining efficacy with high-quality natural ingredients, a strong ethical and eco-conscious approach, and a brand philosophy that resonates with health-conscious and environmentally aware consumers. We are targeting 15% year-on-year growth, focusing on deepening our presence in key markets where we see significant potential. Instead of rapid expansion into new territories, our strategy is to strengthen relationships with our retail partners and further refine our product offerings to ensure we meet the evolving needs of our customers,” explains Elizabeth Barbalich to Premium Beauty News.
In Europe, the brand is seizing the opportunity to strengthen online selling, in particular in markets sensitive to its approach. In France, Antipodes is available in over 250 points of sale through selective channels, stores specialising in natural beauty, a few pharmacies and beauty salons where a scientific positioning helps gain visibility, as well as online platforms, including Oh My Cream, Galeries Lafayette, and Printemps, but also Mademoiselle Bio, Jolimoi, Nocibe.fr, and on its own e-shop.
Supporting women at every age and stage
Antipodes ranges are each focused on specific skin concerns. Elizabeth Barbalich made this targeting decision as part of a global, support-oriented strategy. The first “Femcare” product of the company, the new Jasmine Flower Menopause Facial Cream, meets one of menopausal skins’ needs which it feels is hardly met with well-adapted skincare.
“It is a particularly meaningful launch for me, emphasizing inclusivity and breaking taboos – the word ‘menopause’ is clearly stated on the packaging, reinforcing the message of openness and awareness. At Antipodes, we believe that skincare should support women at every stage of life, including menopause – a phase that has historically been underserved in the beauty industry. The positive reception of this product confirms that this segment is not just a trend, but a strategic area for the future,” claims Elizabeth Barbalich.
The cream is mainly based on botanical extracts from New Zealand: organic oat extract, fermented jasmine flower and camomile peptides, collagen-boosting avocado, and manuka honey to soften signs of ageing, while reducing blemishes. The 60-ml jar is available for 50 euros.
“Innovation is a priority for us. As we continue to research and develop targeted solutions, we remain committed to formulating high-performance skincare that combines cutting-edge technology with potent botanical extracts. The formula of Jasmine Flower Menopause Cream is designed to deeply nourish, calm, and restore comfort to the skin, providing long-term hydration and reinforcing the skin’s barrier,” adds Elizabeth Barbalich.
Jasmine Flower Menopause Cream was tested on sensitive skins as part of a clinical trial conducted by an independent laboratory in New York, with 500 applications without adverse reactions. It also achieved positive results in an in vivo consumer test, confirming its efficacy and good skin tolerance.
As far as packaging is concerned, Antipodes is committed to sustainability: the company favours recycled and recyclable materials such as glass and aluminium, and also uses vegetable inks compatible with aluminium-based materials.
“Consumers are increasingly demanding traceability of ingredients and environmentally responsible products. The growth of natural beauty and targeted skincare solutions – such as menopause-specific skincare – reflects a broader trend toward holistic well-being,” concludes Elizabeth Barbalich.
