From New Zealand Shelves to US Growth

Case Study: Anihana & TaxStudio

A New Zealand Product

Anihana is a New Zealand-based personal care brand known for its vibrant, design-led bath, body, and self-care products. The company focuses on creating high-quality, accessible products that turn everyday routines into small moments of enjoyment.

Their product range includes bath bombs, shower steamers, soaps, and body care items, all designed with a strong emphasis on:

• Natural ingredients

• Thoughtful packaging

• Everyday indulgence at an accessible price point

Anihana has built strong traction in New Zealand and internationally by combining product quality with a clear brand identity that resonates with modern consumers.

The Opportunity: Entering and Growing in the US Market

As Anihana expanded into the US, the opportunity was super clear:

• A large, mature consumer market

• Strong demand for wellness and self-care products

• Alignment with US consumer preferences for design-forward, natural brands

The path looked complex.

The US market brings complexity across:

• Federal and state tax systems

• Sales tax obligations across multiple jurisdictions

• Entity structure decisions

• Ongoing compliance as operations scale

For a growing consumer brand, these are not one-time decisions. They evolve alongside the business.

The Challenge

“We needed a trusted tax advisor in the US that could do the thinking for us and guide us as required.” - Anihana

Anihana wasn’t just looking for technical answers. They needed:

• A partner who could interpret US tax complexity in real time

• Guidance they could rely on as new situations arose

• A sounding board for decisions they hadn’t faced before

As the business expanded, the stakes increased. Decisions around structure, compliance, and operational setup needed to be right the first time.

The TaxStudio Approach

TaxStudio worked alongside Anihana as a practical, ongoing advisor, helping them navigate the realities of operating in the US

“They provided the required expertise to navigate doing business in the US”

This included:

• Providing clear guidance across federal and state tax considerations

• Supporting decision-making as the business encountered new scenarios

• Acting as a consistent US-based point of contact for questions and uncertainty

Rather than a one-off engagement, the relationship evolved into an ongoing advisory role.

The Impact

“It has been great having a US-based sounding board to help us navigate growing business complexities and face new circumstances with the right guidance that can be trusted.”

For Anihana, the value showed up in three key ways:

1. Confidence in Decision-Making
They were able to move forward with clarity, even in unfamiliar situations.

2. Reduced Friction as Complexity Increased
As the business evolved, they had a partner already embedded in their journey.

3. Trusted Guidance at Critical Moments
When answers weren’t clear elsewhere, they had a direct line to practical, experienced advice.

Growth and Evolution

“Yes, the business has continued to evolve.”

As Anihana expanded its footprint and operations, TaxStudio supported them through “changing circumstances” rather than static requirements.

This reflects the reality of US expansion:

• Growth introduces new tax and compliance considerations

• Operational decisions have downstream implications

• The need for guidance increases, not decreases, over time

A Defining Moment

“Jason has been great at providing guidance when I’ve not been able to get clearer answers elsewhere, particularly for establishing a new responsible person.”

Moments like this highlight the difference between generic advice and tailored, situation-specific guidance

For Anihana, having access to clear direction when it mattered most helped avoid delays and uncertainty.

The Outcome

“Would you recommend TaxStudio? Yes.”

Anihana’s experience reflects a broader theme we see with international brands entering the US:

• The opportunity is significant

• The complexity is real

• The right support changes the trajectory

Anihana’s products are designed to elevate everyday routines.
Their US expansion reflects the same mindset: thoughtful, intentional, and built to last.

With the right structure and guidance in place, they’ve been able to focus on what they do best, building a brand that resonates with customers globally.

How TaxStudio Supports Consumer Brands

Consumer brands entering the US face a unique mix of challenges. Growth often moves quickly, distribution expands across states, and tax complexity increases alongside revenue.

TaxStudio works with consumer brands like Anihana to provide practical, ongoing support that aligns with how these businesses actually operate.

This typically includes:

• Structuring US operations in a way that supports retail, e-commerce, and wholesale channels

• Navigating multi-state sales tax obligations as distribution grows

• Supporting inventory, warehousing, and fulfillment decisions from a tax and compliance perspective

• Acting as a consistent advisor as new markets, partnerships, and complexities emerge

The goal is to give consumer brands the clarity and confidence to scale in the US without unnecessary friction.