Zoë Foster Blake On 10 Years Of Go-To Skincare

happy birthday to ya

By Natalie McGowan | 20th March 2024

Think of a popular Australian skincare brand and, unless you’ve been living under a rock for the last decade, Go-To Skincare will most likely spring to mind. 

Since 2014, Go-To Founder, skincare expert, and our all-round girl crush Zoë Foster Blake has been making skincare accessible, easy-to-understand, and affordable for everyone, with a mission to help people feel confident in their skin. With a fuss-free, effective, and clinically proven range of products developed right here in Australia, it’s safe to say the brand has become a must-have in beauty cabinets around the world (or should we say, a go-to *wink, wink*).

And this week, they celebrate their 10th birthday.

Looking back:

“Back in 2014 when I launched Go-To, I had no idea what would happen. I sure as heck didn’t think I’d be writing about our 10th birthday,” Zoë says.

“I felt confident we had created a range of genuinely useful, high-quality products, using the most effective and proven ingredients available.”

“They were deliberately accessible. Uncomplicated. You knew exactly what you were putting on your face and why. And they were fun.”

From their initial offering of five skin essentials to their expansion into a diverse range of 24 core products, the brand has come a long way, catering to more skin types, stages, and concerns than ever before.

“Every Go-To product fills a specific gap and was made intentionally and carefully,” Zoë explains.

“We don’t push out products to keep up with what has become a furiously paced cycle of new-new-new.”

Ten years and over 1.5 million products shipped later, the Go-To ethos remains the same: building an accessible brand for people confused by the excess of skincare products out there.

“We take our time to make skincare with gold-standard, clinically proven ingredients, that will still be as relevant in 10 years as they are today, and then educate our customer on how to use them for the best possible results,” Zoë says.

“I bloody love this company, I love these products, and I love our customers.”

If Zoë can offer one piece of advice to her customers?

“Your face still stops at your boobs.”

What’s in it for you?

Go-To’s birth-week blowout has already kicked off, with promotions running until 26 March and cash prizes of $10,000 and $1,000 up for grabs with every order placed. Plus, every order will receive a free piece of merch from the Go-To archives.

Convinced yet? We sure are. Celebrate Go-To skincare’s milestone and shop our favourite products for beautiful, glowy skin below!

Header: @madlinee / @chloe.collective / @zotheysay

Thumbnail: @zotheysay

By Natalie McGowan Office DJ and serial online shopper, Natalie’s idea of self care is watching reality TV and getting a spontaneous tattoo.



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