Founded by Zoe Foster Blake.

Go-To was founded by Australian beauty editor and author Zoë Foster Blake. She created Go-To after years spent using and reviewing bazillions of products, from supermarket to spa brands, and writing a book on the basics of beauty called Amazinger Face. She received a lot of very honest feedback from women in her decade of beauty journalism and blogging. And most of it was about skin care, and how utterly baffling people find the products, ingredients, and the application thereof.

Why shouldn't looking after your skin be fun?

Holy shit. Fun skin care?!

Zoë agreed. So much of skin care is intimidating, complicated and confusing. She wondered if it could all be a LOT simpler. Less stressful. If it could give people confidence, rather than strip them of it (and their cash.) Holy shit, it could even be FUN! Why shouldn’t looking after your skin be fun? After all, you’re gonna do it anyway. May as well enjoy it.

Why shouldn't looking after your skin be fun?

We care about not pissing off your skin.

Happy, healthy, calm.

Go-To is a simple, effective range of skin essentials based on best-in-class botanical ingredients. 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 be healthy, happy and calm.

We care about not pissing off your skin.

No faux-science or bullshit.

We are not interested in silly claims (“Now with added Wrinkleflickatox™ and Moisturemagic® particles!”) or trends. We make thoughtfully, obsessively created, stringently formulated, useful skin care that you’ll like using, and your skin will love. Now, and in 10 years time. That the products happen to smell, feel and look terrific is irrelevant. 

We care about not pissing off your skin.

No time for products that don’t work.

Every Go-To product is created by a very fussy ex beauty-editor who knows what actually changes the skin, what harms the skin, and what is nothing more than hollow marketing. She has two kids under five and a heavy travel schedule. She has no time for products that don’t work and aren’t reliable, and nor should you.

Go-To proudly supports Look Good Feel Better, FRRR, and is officially credited by Choose Cruelty Free Limited as a cruelty-free company.

Zo’s Picks (Ahem. All of them.)