With access to the world's leading experts, attending new product launches every single day (sometimes up to four times a day) and interviewing celebrities about their skincare must-haves, there's no one that knows beauty trends, products, treatments, ingredients and what really bloody works better than a beauty editor. So when they launch their own product, it usually has something important - and actually different - to add to the conversation. Here are six (yes, six!) of those brands created by the insiders who know best. Teeming with ideas of products she wanted for herself, beauty journalist Foster Blake would pitch them to existing beauty bosses like Sodashi founder, Megan Larsen. Foster Blake tells Gritty Pretty magazine: “I would be like, ‘Oh Megan, what if you make an multipurpose body oil? That’s what the girls want, that’s what’s cool.’ And I think after a while she’d just had so much of a gutful she was like ‘Hey, why don’t you do it?’.” So that’s what Foster Blake did. In 2014, Go-To launched with five essential skincare products capturing Foster Blake’s trademark sense of practicality, wit and beauty expertise. The skincare line has since added some more essentials including a hand cream, tinted lip balm and skincare spin-off for men, Bro-To.

I know. I KNOW. $65 for a pillowcase - even if it is silk - seems ridiculous and indulgent but please hear me out. I was one of the skeptics. I'd read about the beauty benefits of swapping your standard cotton pillowcase for a fancy looking silk one and scoffed. "Another money making scheme" I said out loud, to no-one in particular. Then I got a Go-To Skincare Face Case, $65, and I'm completely converted.

Zoe Foster Blake's CV is varied and oh-so-impressive. Beauty editor gigs at the country's top mastheads books - one of which was made into a TV series - an app and, of course, a hugely successful beauty line, Go-To skincare, which to date, has sold more than 300,000 products (!). Then, there's the half a million followers on Instagram obsessively following her every peach-drenched post, interspersed with snaps of her husband Hamish Blake, first born Sonny, travel inspiration and pregnancy tips. (Her second baby is close.) Here, the Bundanoon-born darling and pin-up for chasing - and achieving - your dreams shares career advice, her secret to maintaining good health (spoiler: it's all about the gut) and the best fitness tip she's picked up in training. We're all ears.

She's not afraid to be brutally honest when she's not mad on a product. Case in point, the time she revealed she doesn't really rate eye creams that much, so probably won't be releasing one anytime soon. She's used variations of her latest product release - a very fancy silk pillowcase - every night for a decade. True commitment to the cause!

Zoë Foster Blake's witty brain is jam-packed with skincare expertise from her days as a beauty editor. She has also tried every single beauty product on the market. (Well, almost every product.) So, whenever she shares her nuggets of skincare wisdom in an attempt to help us all look and feel magnificent, we listen. Every. Single. Time. The author of Amazinger Face once told us our "face ends at our boobs," and we've been applying every single product in our skincare regimen to our neck and decolletage ever since. When Zoë switched from a chemical sunscreen to a physical variant to help her out-play harmful UV rays that accelerate skin ageing and cause pesky pigmentation, we did too. (Yes, Invisible Zinc SPF 50+ Face and Body is now a permanent member of our skincare line-up.) And now the Go-To skincare founder is asking us to invest in another beauty product: a "slippy slidey" silk pillowcase. That's right Zoe wants us to ditch our old cotton pillowcase for the new 100 percent mulberry silk Go-To Face Case ($65) that'll see us waking up with a crease-free face.

When it comes to new beauty releases, April is arguably the most exciting because the turn of the season - dips in temperatures, cloudier days and sweater weather - mean the most luxurious and indulgent products start hitting shelves. You know, the kind you buy just because you need a little somethin' somethin'? Yeah. From delicious lip scrubs to shimmering palettes almost too pretty to use, scroll for the best beauty buys you'll want to get your hands on, stat, and be sure to check back for more.

Meet Go-To Pinky-Nudey Lips: It's the lip balm that sold out in two days, came back into stock and then sold out again. Wondering what the fuss is about? Well, there are two reasons. Number one is that Pinky-Nudey Lips is the brainchild of former beauty editor and skincare queen Zoe Foster Blake. She unveiled the new product to her 342 thousand followers on Instagram by posting a video (which has now been viewed 135 thousand times.) Secondly, Pinky-Nudey Lips claims to be is the ultimate multitasking lip balm for low-key women. It contains a blend of butters, oils and ultra medical grade lanolin to keep your lips happy, especially in winter. While all this is happening, Pinky-Nudey Lips also gives your lips a part-pink-part-nude colour. (Hence the name, Pinky-Nudey Lips!) Oh, and it ALSO has SPF 15 sun protection. At just $17, the price point isn't bad either.

Forget Kylie Jenner's lip kits - there's a new local lip product the people are fighting tooth and nail for. When Zoe Foster-Blake posted an Instagram video last night announcing her skincare range Go-To skincare would be releasing a new product, her followers went beserk. With just a few cartoons of pink things like a carrot and a frog as clues, minds were racing as to what the hotly anticipated launch would be. Now, the wait is over. Enter the Go-To Pinky-Nudey Lips, a "superbalm" complete with SPF 15.