Go-To is only good at one thing. Handstands.

Also: Making uncomplicated, effective, cruelty-free, plant-derived skin care. (So, two things.)



Go-To was founded by Australian beauty editor and author Zoë Foster Blake. She created Go-To after years spent reviewing and using every kind of skin care product available, from supermarket to spa brands, and receiving very honest feedback from women on what they like, don’t like, and find utterly baffling about the products they use on their skin. (“All of it.”)

She thought it could all be simpler. Less stressful. Fun, even. Why can’t looking after your skin be joyous? You’re gonna do it anyway. May as well use products that work and are a delight to use. And so Go-To was born.

The pure, plant-derived ingredients in Go-To were selected because they actually do something. They protect, nourish and strengthen the skin, ensuring it is healthy, happy and calm. Go-To products do not piss your skin off. And if you use them on skin that IS pissed off, there is a lot of evidence that suggests you will enjoy the most unpissed off skin you have ever known.

There is no faux-science ("Now with added Wrinkleflickatox™ and Moisturemagic® particles!") and no silly claims. This is skin care minus the confusion and the bullshit. Good quality, non-irritating skin care that you will enjoy using, and your skin will love. That the products happen to smell, feel and look terrific is completely irrelevant.

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

Zoe Foster Blake, the founder


Zoe Foster Blake, the founder


Zoë Foster Blake has been in the beauty industry for 168 years. She is the creator of Break-Up Boss, and the author of eight books, including Amazinger Face, the best-selling beauty bible. She was beauty director at Cosmopolitan and Harper’s BAZAAR, and started a beauty blog in 2006, back when beauty bloggers were treated like pond scum, not flown around the world.

Zoë uses Go-To every single day because she believes in it, but also cos she just needs stuff that makes her skin look and feel great, and is easy to use. And now she has it! And you do too. What a win.

Zoë lives in Melbourne, Australia, with her husband, two young kids and about 4000 ugly plastic toys.