Linden Leaves: Kitchen bench to global brand

What began 30 years ago as a mother’s mission to soothe her children’s eczema has grown into a thriving export-led business, sharing the essence of New Zealand with the world. The purpose-led natural skincare brand founded by Brigit Blair (NZOM) in her Christchurch kitchen is now exporting to eight countries and last month lined up alongside dairy and meat on the Prime Minister’s China trade trip.

Both Brigit and her daughter, company CEO Juliet Blair, completed the Icehouse Owner Manager Programme, at a pivotal stage in the company’s growth path.

The lifting of trade barriers for New Zealand beauty products provides a dream opportunity for Linden Leaves to double their revenue in the Chinese market within 24 months.

The new certification scheme, announced in Shanghai by Prime Minister Christopher Luxon, allows Kiwi cosmetics to be sold in traditional retail channels rather than just online.

For Brigit starting out in 1995, there was no export strategy and no formal business education rather an ability to form community relationships and a passion for sharing her handcrafted New Zealand made natural product.

“I trained as a teacher and later was chairman of the board of trustees for nine years and I suppose my skill was getting people to work together bringing all their different skills to the table and get things done. I certainly didn’t start out with a mapped-out vision or marketing plan. In those days we didn’t really do it by the book – I didn’t know there was a book! We had children with terrible dry skin and allergies and it was hard to find products that were safe and natural, and that’s where it started from.”

When Brigit needed deft hands on the production line, she turned to the refugee community, offering newcomers to New Zealand a sense of purpose. Many were highly skilled, but their qualifications weren’t recognised here. Some have stayed on for years, embracing the business and becoming like family. Strong connections have been made with the United Canterbury Women, an organisation formed after the mosque attacks.

The first foray into exporting came through a Seoul-based Korean connection and from there, two of that partner’s relatives also joined the Christchurch based production team.

Linden Leaves remains a family business with Brigit’s daughter Juliet managing export and marketing strategy from the Auckland office. While Brigit is looking to take a step back, she remains close to the production team and deploys her teaching skills for body oil-making community classes, often using delicate additions like freeze-dried fruits and flower petals.

New partnerships this year in three Asian markets, including Kazakhstan are exciting for the business. With 90 per cent of the population of Kazakhstan being Asian the consumers look to markets like China and Korea for proven brands, Juliet explains.

“We’re excited about the new partnership in Kazakhstan where we’ve secured an exclusive distributor. This came about through a Russian-speaking team member tasked with conducting outreach into Eastern Europe and Central Asia. We connected with two businesswomen who have already represented the brand at the Central Asia Beauty Expo in May and generated strong early interest.”

Early communications are in play with 8 other new export distribution partners in the eastern and northern European regions and Scandinavia.

Product is stocked in nine duty free stores with top performing Lotte Duty Free Busan selling out of product shortly after launching.

“We’re preparing to launch at a further international airport in August and have plans in motion for additional airport locations later this year, “Juliet says.

The lifting of trade barriers to their biggest export market China is a significant milestone.

“With our hero product the handcrafted botanical body oil allowed General Trade registration we anticipate doubling our current revenue in China and we’re well positioned to scale production.”

Both Brigit and Juliet have completed the Icehouse Owner Manager Programme - Juliet signing up first and Brigit joining the following year.

“Juliet thought it was amazing. She said, “mum you should do it, I’ve put your name down!”

Juliet says the timing was perfect with the business at a pivotal stage of reviewing the growth path and operational structure.

“It provided a great framework for strategic planning, tools to strengthen our leadership alignment and clarity around the company’s value proposition and brand focus. One of the most valuable outcomes was implementing clearer internal accountability and rhythm which has made a long-term impact on how we run the business day to day. “

Celebration plans are underway to mark 30 years of Linden Leaves with a special release product in design stage Juliet adds.

“This product will celebrate a fusion of where we’ve come from and where we are headed – watch this space!”

Fact sheet:

• Linden Leaves was named by founder Brigit Blair to reflect the Linden tree, commonly found in Christchurch with heart-shaped leaves and medicinal properties, recognised by many cultures. In medieval times wedding ceremonies were often held under Linden trees.
• The best-selling products are the Aromatherapy Body Oil range Memories Body Oil265ml and In Love Again Body Oil 265ml
• Brigit Blair was recognised for services to business with a New Zealand Order of Merit in 2009
• When Brigit completed the Owner Manager Programme she was the only female in the group - this is rare but was more prevalent in cohorts following the GFC and Covid.