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.

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 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.

We care about not pissing off your skin

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 skin care 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. 

We care about not pissing off your skin

No time for products that don’t work.

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

Go-To proudly supports Look Good Feel Better, FRRR, and is officially credited by Choose Cruelty Free Limited as a cruelty-free company.

Zo’s Picks (Ahem. All of them.)