Why it's cool: With an ultra-streamlined range of "clean," simple-to-figure-out products - Skin Care for Dummies, if you will - Go-To is another up-and-coming Aussie brand that just made its way to the U.S. Founded four years ago by beauty editor Zoë Foster Blake (who is basically the Emily Weiss of Down Under), the company is direct-to-consumer in its native country but when it debuted stateside this summer, it teamed up with Sephora as its sole retail partner. (Nbd.) Expect to see plenty more of the rapidly growing line, and its so-damn-cute-but-not-in-a-twee-way branding, in the near future.