Our Story
This is Go-To.
This is Go-To.
Go-To is a growing range of skin essentials boasting best-in-class botanical ingredients. Think nature’s candy, but for your face! All our products are formulated in-house to be as effective as possible while being as gentle as possible. We want even the most sensitive skin to feel healthy, happy, and consistently calm.
Founded by Zoë Foster Blake.
Founded by Zoë Foster Blake.
Go-To founder and much-loved skincare expert, Zoë Foster Blake, was the Beauty Director at Cosmopolitan and Harper’s BAZAAR for over a decade. Between using and reviewing zillions of skincare products daily, and publishing the beauty bible, Amazinger Face, Zoë received bucketloads of very honest feedback from women about what worked, what didn’t, and what was utterly confusing.
Having built a career on understanding what changes the skin, what harms the skin, and what is nothing more than marketing, Zoë saw a gap for an uncomplicated, easy-to-use skincare range that actually worked. So she created Go-To, a range of plant-based, expertly formulated products that are trustworthy, effective and a delight to use.
Holy shit. Fun skincare?!
Holy shit. Fun skincare?!
You’re gonna look after your face every day, you might as well enjoy it, right?! Right. Scrap the intimidating, complicated, confusing, with Go-To we’re shouting about the simpler, less stressful, non cash-stripping ways you can feel confident in your own skin. And when it’s pumped/dropped/scooped out of super delightful peach packaging, that just adds to the level of bathroom bliss we bet you’ll feel after every purchase. See, fun skincare. We told you.
No faux-science or bullshit.
No faux-science or bullshit.
We are not interested in silly claims (“Now with added Wrinkleflickatox™ and Moisturemagic® particles!”) or fleeting trends. We make thoughtfully, obsessively created, stringently formulated, useful skincare that your skin will really love. Now, and in 10 years time. That the products happen to smell, feel and look terrific is irrelevant(ish), it’s what’s on the inside that really counts.
No time for products that don’t work.
No time for products that don’t work.
Every Go-To product is created by a very fussy ex beauty editor (Zoë! Remember, we introduced you just above!) who knows what actually changes the skin, what harms the skin, and what is nothing more than hollow marketing. She has two kids under 10 and a heavy travel schedule. She has no time for products that don’t work and aren’t reliable, and nor should you.