Not so long ago, natural skin care was a jar or box with a green leaf on the front of the packaging, collecting dust at the back of a health food shop. Though we have come a long way in a fairly short amount of time. Natural and organic skincare is now a big player in the beauty market as consumers become more savvy about what's in the creams and lotions they apply to their skin. Not only is the segment booming, but Australia leads the way with some of the best brands recognised the world over. Created by ex-beauty editor and author of Amazing Face, Zoe Foster Blake, she dreamt up the brand out the confusion, frustration. Go-To is a tight edit of skincare essentials that are certified cruelty-free, all-natural, effective and completely free of irritants. I created Go-To because I knew how baffled Aussie women were by skin care. They just wanted simple, effective stuff that gave them good skin, but found most products intimidating and confusing. I had industry knowledge on which ingredients actually do something, and saw a gap for something playful in the skin care arena, so I thought I'd give it a go. Funnily enough, the decision to go all-natural has probably become our biggest strength: we're finding a huge amount of customers with allergies and sensitivities and conditions like rosacea are getting phenomenal results. I'm thrilled," Foster Blake told The Huffington Post Australia.