Zoe Foster-Blake’s no-nonsense, all-fun approach to beauty is on everyone’s lips.
Chances are if you’ve read a magazine in the past 10 years, you know who Zoe Foster-Blake is. She’s a former beauty editor in magazine land, turned author, turned wife of comedy king Hamish Blake and mother to one of the cutest little tykes this side of anywhere. She’s a quirky queen, the ultimate girl next door, and if you’re not wanting to be her BFF well, there’s something wrong with you. On top of all that, she’s found time to launch her own beauty empire, Go-To Skincare, for women who are bamboozled by all the sciencey mumbo jumbo of so many top brands.
“I had so much feedback from Australian women after being a beauty editor for ten years that they were confused by skin care,” Zoe says. “They didn’t know what to use, they didn’t know when to use it and they didn’t know why they were using it. So I saw that there was a gap for a skin care line that would be easy to understand and to use, that was effective, that was pure and that would have a little bit of a sense of mischief and fun.”
Each product has a to-the-point adorable name (Very Useful Face Cream, and Exceptionoil) and the packaging has quirky descriptions of what’s inside. One box declares: “Did you know two out of three women say our Exfoliating Swipeys are the best thing they’ve ever used on their skin? No? Damn. Maybe we made that up. We’re forever doing that. Sorry!”
The ingredients are full of beauty goodness that do magical things to your complexion. “What I wanted to create was something that, selfishly, I wanted to use every single day and I just needed those absolute essentials that I could rely on,” Zoe explains.
“Beauty should be fun, and it should be simple, and you definitely should be enjoying yourself!"
She continues: “As a beauty editor, you get to learn which ingredients work, rather than which products. What I did was take the ingredients that I knew to be genuinely effective and I put them into the range. When you read the back of our products, you will understand all of the words, there’s nothing tricky or sciency in there. We also made sure that there was nothing in Go-To that would piss your skin off. I wanted the products to be pure and free of irritants, so that anybody could use them."
“Go-To are meant to be your go-to products, they’re the ones that you pick up and you rely on on and they’re foolproof, they’re easy to use and they work.”
And we love them, Zoe. Can we all be your best friend now?
Elizabeth Best is a beauty expert and writer with more than a decade of experience working for some of Australia’s most prolific media outlets. She enjoys long romantic walks along the makeup aisle, and fully expects for her profound love of travel and food to bankrupt her one day. You can follow her never-ending obsession with food and makeup on Instagram.