Enjoying life and building a social community is just as important as an ingredients list for former beauty editor Zoe Foster Blake, who took what women want in skincare and gave it to them with sprinkles on top.
What was your “aha moment” when you realised Go-To had made it?
“Being stocked in US Sephora. It feels ludicrous but also deeply thrilling for a small indie brand from Australia to be in there with the big boys. Let’s just say I’m very grateful for clean skincare and Australian beauty getting trendy all of a sudden!”
What do you love most about being at the helm of a business?
“Our customers. Playing with them, helping them and making useful things for them. When they get in touch to say Go-To is working, that it’s resonating, that fuels me. Sometimes the changes are small, like they can wear less make-up, but sometimes they’re big, like banishing year-long struggles with rosacea or acne. I never take that for granted.”
What has been the best lesson you’ve learned along the way?
“That natural-SPF products are a complete nightmare to formulate. My god! People tell you that the world of SPF is hardcore, but I had no idea just how hardcore.”
Do you have a special way you like to start your day?
“I go in and get my rascal of a one-year-old daughter [Rudy], who is generally hurling toys at her brother [Sonny, five] and squawking at him to wake up.”
Do you have a signature scent?
Tom Ford Black Orchid EDP, $185/50ml; davidjones.com
What’s your go-to beauty look?
“A glowy sheer-tinted moisturiser (Go-To Zincredible Tinted, obviously) , brightening under-eye cream concealer (I like IT Cosmetics Bye Bye Under Eye), lots of mascara (I favour tubular) then brows filled in and brushed up.”
Go-To Zincredible SPF 15 Tinted, $45; gotoskincare.com
What do you reach for when you need a quick refresh?
"Tatcha's Luminous Dewy Skin Mist. And more concealer! And bright lips!”
Tatcha Luminous Dewy Skin Mist, $48/40ml; sephora.com.au