Is Go-To Skincare Good? Let’s Get Real About This Aussie Beauty Brand
You’re curious about Go-To Skincare. It’s all over Instagram. Your friend might be raving about it too. The big question is: is it any good? Is it just another brand trying to take your money? Let’s explore Go-To and see if it lives up to the hype.
The Go-To Backstory: From Beauty Blog to Beauty Empire
Every brand has a backstory. Go-To’s is quite interesting. Australian beauty expert Zoë Foster Blake leads the charge. This is not just a celebrity putting their name on a product they don’t use. Zoë knows her stuff.
- Beauty Director Credentials: Before making her mark in skincare, Zoë spent over a decade as Beauty Director for *Cosmopolitan* and *Harper’s BAZAAR*. That’s a lot of experience with beauty products. She has seen and tested nearly everything.
- Blogging Roots: In 2006, before “influencer” was a thing, Zoë blogged about beauty. Her blog, *fruitybeauty*, offered honest beauty advice. She developed a relatable voice, which defines the Go-To brand.
- Book Smarts: On top of blogging and directing, Zoë wrote a book on beauty basics. She is serious about skincare, and it shows.
Fast forward to April 2014. Go-To Skincare launched. It was not a random celebrity project. The brand was born from years of experience and a desire for effective skincare without nonsense.
The Rollercoaster Ride: Acquisition and the Great Buy-Back
Here comes the business side story. Like many successful startups, Go-To faced acquisition challenges.
- BWX Era: In August 2021, a 50.1% stake of Go-To was sold to BWX Limited for 89 million Australian dollars (around $60 million). That’s a major move in beauty!
- The Plot Twist – Reclaiming the Throne: Years later, Zoë and co-founder Paul Bates bought back that stake for $21.8 million. That’s much less than before. This buy-back is impressive!
The buy-back matters. It shows Zoë’s commitment to her brand. She’s not just a face; she’s the heart and soul. This indicates Go-To will stay true to its ethos.
What’s the Go-To Philosophy? Simple, Effective, and Botanical-ish
- Keep It Simple, Stupid (KISS): Go-To embraces simple skincare essentials. No overwhelming steps or unpronounceable ingredients. Just the basics done really well.
- Botanical Goodness: They emphasize botanical ingredients. This means plant-based goodness. Natural extracts and oils are kinder to your skin.
- Gentle but Powerful: Go-To formulations are gentle, even for sensitive skin. They deliver effective results without being harsh.
They target products that work, feel pleasant, and don’t need a chemistry degree to understand.
Go-To Product Lineup: Something for Everyone (and Even the Blokes and Kids)
Go-To isn’t just one product. They cater to different needs and family members:
- Go-To Skincare (The OG): This is the core of the brand. Their bestsellers include face and body products like cleansers, moisturizers, serums, and masks – the everyday heroes.
- Bro-To (For the Lads): In 2016, Zoë launched Bro-To, a men’s skincare line. Apparently, men want good skin too! Bro-To shares the same effective formulations as Go-To, just with a manly touch.
- Gro-To (Tiny Humans): For kids, there’s Gro-To, started in 2019. This line offers bath and body products for children. Gentle formulas are essential here.
Whether you are an adult or little one, Go-To has something for you.
Where to Snag Some Go-To Goodies
Eager to try Go-To? Here’s how to find their products:
- Mecca Maxima: In Australia and New Zealand, you can find Go-To at Mecca Maxima stores. They carry all things beauty.
- Go-To Skincare Australia (Website): They have an online store for Aussie shoppers too. Shop online in your pajamas!
- Go-To Skincare Europe & UK: For those in Europe and the UK, Go-To has dedicated websites available. Global reach!
Does Go-To Actually Work? The Real Talk
The big question: does Go-To live up to the hype? User statistics suggest yes:
- Breakout Buster: About 82% of users noticed fewer breakouts. That’s solid if you struggle with blemishes.
- Redness Reducer: 81% reported less skin redness. Calming effects? Yes, please.
- Sensitive Skin Savior: Go-To claims to be suitable for sensitive skin. Their formulations focus on gentle effectiveness.
Of course, everyone has unique skin. What works for one might not work for another. These numbers are promising, and most online feedback is positive.
Zoë Foster Blake: More Than Just a Pretty Face (and a Pretty Successful One at That)
Let’s revisit Zoë Foster Blake. She is not just the founder; she embodies the brand. Her personality and passion are integral to Go-To.
- Founder, Queen, Boss Lady: Zoë co-founded Go-To and managed its acquisition before buying it back. She leads this skincare venture with skill.
- Beauty Director Credibility (Again!): Her experience as a beauty director matters. She translates this expertise into products that resonate.
- Net Worth Nods: She’s estimated to be worth around $36 million. Go-To has placed her on Australia’s Young Rich List.
Her involvement feels genuine, enhancing why Go-To connects with many people. Customers sense they get advice from a knowledgeable friend rather than a faceless company.
The Verdict: Is Go-To Skincare Actually Good?
Back to the big question: Is Go-To Skincare good? Based on extensive background, philosophy of simplicity, effective feedback, and Zoë Foster Blake’s commitment, it seems to be a yes.
It’s not a miracle cure-all, but Go-To offers solid products that work well and feel good while delivering what they promise. The brand has a fun, relatable vibe that stands out in the beauty world.
If you seek fuss-free skincare that works, especially for sensitive skin or those who favor straightforward products, Go-To is worth a look. Be careful with your wallet; you might enjoy shopping from their website! You’ve been warned!