Farewell, Gro-To.

After six years of making fun, effective skincare for squishy, whiffy little humans, we’re waving goodbye to Gro-To.

Oh, how we love this brand!

This was not an easy decision. But it was one made with care, honesty, and our team and customers in mind.

When Gro-To launched in 2019, we set out to make bath and bodycare products for babies and kids fun, something just for them, something that looked like it belonged in their world. Parents and caregivers could trust our formulas, kids liked the packaging and goop, and Gro-To earned a spot in countless bedtime routines, hospital bags, and mum-to-be gifts.

“We created Gro-To thoughtfully and with a strong sense of play. We wanted to empower kids to look after their skin and enjoy the process,” says Go-To founder Zoë Foster Blake. “We’ve helped calm lots of itchy tummies, removed thousands of tangles, and ruined countless minimalist bathrooms with our bright colours. We feel so privileged to have been part of your bed and bath time ritual.”

But delivering three brands to the high standard our customers expect (and we demand of ourselves) is no longer sustainable as Go-To, our peach queen, gallops ahead in so many new categories.

With our attention and creativity locked on Go-To, we can create more of the products you love, and explore exciting new areas, too. But, with consolidation comes sacrifice.

Goodbyes are the worst. We feel such affection and love for this brand. But frankly, she deserves better than we can give her.

We’re grateful for every order, every Sud Bud bubble beard, and every recommendation to a shampoo-hating toddler. From all of us at Gro-To, farewell and thank you.

Here’s to bathtime.