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.

And in April 2014, Go-To launched.

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 have no synthetics, silicones, or any of the usual pests. These are not ‘natural’ products that are secretly full of irritating, annoying ingredients. These products protect, nourish and strengthen even the most sensitive skin, ensuring it is healthy, happy and calm.

We care about not pissing off your skin

No faux-science or bullshit.

We are not interested in faux-science (“Now with added Wrinkleflickatox™ and Moisturemagic® particles!”) or silly claims. Just good quality, useful, non-irritating skin care that you’ll like using, and your skin will love. That the products happen to smell, feel and look terrific is irrelevant. We take years to develop and perfect our formulations because we deeply believe skin care should do the opposite: nurture and protect the skin. And if you use our products on skin that IS pissed off? We have a lot of evidence that suggests you will enjoy the most unpissed off skin you have ever known.

We care about not pissing off your skin

@zotheysay

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, One Girl, and is officially credited by Choose Cruelty Fee Limited as a cruelty-free company.

@zotheysay

Zo’s Picks (Ahem. All of them.)