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About Us

A person with curly hair smiles brightly, showing their teeth, while looking upward. Their hand is near their chin and they wear light pink nail polish. The image captures a joyful and expressive moment.

How can we make skincare as useful, simple, effective, trustworthy and fun, for as many people as possible? That's what we ask ourselves each day. That's why you're here, reading this self-aggrandising drivel.

This is Go-To.

How can we make skincare as useful, simple, effective, trustworthy and fun, for as many people as possible? That's what we ask ourselves each day. That's why you're here, reading this self-aggrandising drivel.

A woman with short dark hair smiles brightly, touching her head with one hand. She wears a white t-shirt, gold hoop earrings, bracelets, and blue jeans, standing against a plain white background.

Go-To founder and much-loved skincare expert, Zoë Foster Blake, was the Beauty Director at Cosmopolitan and Harper’s BAZAAR for over a decade.

Between using and reviewing zillions of skincare products daily, and publishing the beauty bible, Amazinger Face, Zoë received bucketloads of very honest feedback from women about how utterly baffling skincare can be - the products, ingredients and application thereof. 

Founded by Zoë Foster Blake.

Go-To founder and much-loved skincare expert, Zoë Foster Blake, was the Beauty Director at Cosmopolitan and Harper’s BAZAAR for over a decade.

Between using and reviewing zillions of skincare products daily, and publishing the beauty bible, Amazinger Face, Zoë received bucketloads of very honest feedback from women about how utterly baffling skincare can be - the products, ingredients and application thereof. 

Four people wearing white robes and sheet face masks cross a city street. The robes say GO-TO on the back. Tall buildings and a clear blue sky are visible in the background.

Zoë agreed. So much of skincare 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.

Holy shit. Fun skincare?!

Zoë agreed. So much of skincare 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.

A woman with long black hair holds two pink skincare product bottles, one near her face and one above her head, while posing with glowing, dewy skin and wearing a white shirt against a plain background.

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.

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.

A person with curly hair holds a small, rose gold jar labeled Very Luxe Face Cream close to their face, smiling softly and looking into the camera.

We are not interested in silly claims (“Now with added Wrinkleflickatox™ and Moisturemagic® particles!”) or trends. We make thoughtfully, obsessively created, stringently formulated, useful skincare 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.

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 skincare 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.

A woman with orange eye makeup and decorative gems holds a peach-colored bottle of Fancy Face skincare product with a white cap close to her face. The label mentions camellia oil, sweet almond oil, and vitamin E.

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 ten 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, Reforest Now, and is officially accredited by PETA as a cruelty-free company.

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 ten 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, Reforest Now, and is officially accredited by PETA as a cruelty-free company.