Gro-To is the brainchild of Zoë Foster Blake, founder of Go-To, author, and mother of two.
In 2014 Zoë launched Go-To, Gro-To’s parent brand, when she saw a gap in the market for clean, useful skin care that was effective, easy to use, fun to be part of, and made an (often pretty confused) skin care customer feel confident and competent engaging in daily self-care.
Go-To has gone on to phenomenal success domestically, and is now stocked in all Mecca stores in Australia and NZ, and 400 Sephora stores across the US.
When Zoë realised she would turn to her own Go-To products for her babies whenever a rash or their eczema flared up, and she needed a soothing, calming product she knew she could trust not to have any shit in it that would upset or irritate their compromised skin, the idea dawned on her: why not make Go-To for kids? In 2016 Gro-To was born.
A clean, effective, delightful, edit of very useful, very safe products for babies and kids that parents could really trust, and kids would really love using.
We make kids skin care fun!
Zoë knew a lot of her followers and Go-To customers had kids, partly cos they were forever asking her which products she used on her kids, what she trusted enough to recommend. Zoë was also aware of how… non-fun the baby and kid bath and body market was. Her home, and her kid’s bedroom and wardrobe was full of bright colour, and rad toys and cool imagery… but their bath and skin products where always white, and dull, or covered in small baby ducks or bunnies.
Why couldn’t baby and kid’s skin care be as fun and playful as the rest of the stuff in their world?
It could. And would be! This was something kids would feel ownership over, that would be clearly identifiable as theirs, for their bodies, their bath time, their bed time.
Because it was.
Zoë Foster Blake is the founder and CCO of Go-To, Bro-To, and Gro-To. She was a magazine beauty editor for over a decade and is the author of nine books, most relevantly, the beauty bible, Amazinger Face, and No One Likes A Fart, which won Australian Children’s Picture Book of the Year in 2018.
Zoë lives in Melbourne, Australia, with her husband, two kids and ridiculous cat. She will always choose caramel over chocolate.