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Go-To: A very short, very hydrated history

Light pink background with two wavy, slightly darker pink lines running vertically along the left and right edges, creating an abstract, minimalist design. The center is empty.

A light pink background with two wavy, cream-colored lines curving along the top left and bottom right corners. The center is clear, creating a simple and minimalistic abstract design.

10 looks good on us.

Flat lay of peach and white skincare products, including tubes and boxes, with abstract orange lines and cream smears on a light background. The products feature minimalist packaging and polka dot designs.

We launched on April Fool’s Day to the genuine confusion of the press who didn’t know if we were kidding or not. (Ha! We weren’t.) Five clever, peach-polka-dot products were released into the wild to make amazing faces, even amazing-er.

2014

A person holds a peach-colored dropper bottle labeled Face Hero with a drop of oil about to fall. The background includes abstract orange lines and a small graphic of the product packaging.

We moved from a garage into a Real Life Office just in time to launch a facial oil that’s had The Entire World in a chokehold since: Face Hero. Oh, and we turned one! We celebrated by inventing Netflix and eating a mountain of cake.

2015

A playful arrangement featuring Go-To skincare bottles with foamy soap, a shower beer holder, a note labeled Leonardo DryCaprio, and an abstract orange line design on a light background.

Bro-To was born on Father’s Day as an actual joke. But everybody loved it, so we let it stay. Go-To’s sell-out Leonardo Drycaprio shower cap made cinematic history here too, nabbing an Oscar for Best Actor. (JK! The real Leo did that.)

2016

A collage features a woman applying lip balm, two pink tubes of beauty cream, yellow and pink flowers, and a woman in lingerie with a veil, all connected by an abstract line on a white background.

We turned into a very confident threenager. To celebrate, Harry Styles released his debut single Sign Of The Times, and Beyoncé announced two new heirs to the Knowles-Carter throne.

2017

We turned into a very confident threenager. To celebrate, Harry Styles released his debut single Sign Of The Times, and Beyoncé announced two new heirs to the Knowles-Carter throne.

A woman with a sheet mask and sunglasses poses playfully; skincare products, a cup, and a billboard with “HOLY SHIT YOU LOOK AMAZING” surround her; graphic elements add a fun, modern vibe.

The peach truck travelled across Australia handing out skincare, snacks, and triple-shot espressos. Transformazing and Zincredible (RIP) shimmied into the Go-To lineup. We became a certified carbon neutral business. And we launched in the US. BIG (!) year.

2018

A collage featuring a woman in a pink coat, product display stands for Go-To, a foamy sud, and playful, colorful backgrounds. The words LABSOLUTELY FABULOUS, NEW NOW WOW, and Sud Bud appear in the design.

We launched in MECCA! All stores. Australia and New Zealand. To say we were thrilled would be a filthy understatement. Holy huge Sud Bud…We then revealed Gro-To because, well, tiny skin deserved some fun too. We also moved to a new office with our very own, in-house, peach lab. Bigger year.

2019

Two smiling women in light purple underwear pose joyfully. Skincare products, a tube and a jar labeled Skin Party and Exfoliating Swipeys, plus a swirl of cream and orange decorative line, appear beside them on a light background.

We couldn’t throw the enormous sixth birthday party we had planned (laser tag), so we formulated a different kind of party: Skin Party. Exfoliating Swipeys got a cameo on Kylie Jenner’s Instagram stories (!) and we all watched Tiger King.

2020

A smiling woman holds a peach-colored skincare bottle near her face, with illustrated hands holding a matching bottle, a tropical drink, and a resort-style house, all connected by an orange wavy line.

We made a serum you’d been demanding for 637 years: Much Brighter Skin. The Go-To Gang, our very dazzling loyalty program kicked off, and we sent one lucky flamingo to Hamilton Island to celebrate. We cheers-ed to another brilliant year by collaborating with Four Pillars on the first release of My New Go-To Gin!

2021

A woman in a green dress smiles while sitting, with a collage of beauty products, a car, and a smaller photo of another woman laughing, all connected by a red squiggly line on a light background.

A skincare masterclass with Zoë finally happened (no social distancing involved). To celebrate turning eight we gave away a car. A CAR! Brand new peach products left the lab, six of ‘em. And we plastered Go-To on squillions of billboards across Sydney. Because that’s what eight year olds do.

2022

Two smiling women in colorful, floral-patterned dresses sit together indoors. A hand dispenses a skincare product, and nearby, there’s a pink Glowy Face mask pack and a small candy package. Orange graphic lines decorate the image.

Season one of The Last Of Us aired. So did season one of The Amazing Face. Between releasing five new products, and turning freckles into caramello koalas, we collaborated with homegrown luxury fashion label, Alémais, to release an iconic holiday collection.

2023

A smiling woman with braided hair holds a cosmetic product against an orange background, with abstract shapes and a fortune cookie graphic layered over the image.

We launched our first ever vitamin a and, more importantly, celebrated (celebrating, right now!) a whole decade of looking after your magnificent face. Fortune cookies are back, and ours specifically said ‘Go-To will release 11 new products before Christmas’. Buckle up.

2024

Go-To acknowledges the Gadigal people of the Eora Nation who are the Traditional Custodians of this land on which we work. We acknowledge the Traditional Custodians of Country throughout Australia. We recognise their continuous relationship to the land and pay our respects to Elders past, present and emerging.

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