The Reasons We’re Obsessed With Aussie Beauty Entrepreneur Zoë Foster Blake

Skin care is a lifestyle we’re passionately devoted to and guilty of hoarding like our lives depend on it (we’re certified sheet mask crazy people). But we’d be lying if we said that skin care is easy because oftentimes it’s confusing AF, especially when you’re trying to build an everyday routine on your own. That’s why Australian beauty editor and author Zoë Foster Blake set out to create a new line of products that’s aptly named Go-To Skincare. These products are the aesthetic you dream of, have a similar sense of sarcasm and are newly available in the US at Sephora — find it in the store’s Clean Skin Care section.

Keep reading to learn more about the line, the company’s mission and to find out what beauty means to her.

Why were you inspired to develop Go-To Skin Care? Can you tell us more about the company?

Go-To came about after years spent reviewing every skin care product available as the Beauty Director at Cosmopolitan and Harper’s BAZAAR. I was so obsessed with beauty that I started a beauty blog in 2006, wrote a novel about a “fictional” beauty editor and published a book of beauty tips and tricks called Amazinger Face.

During this time, I got a ton of feedback from women on what they liked, didn’t like and what they found confusing and frustrating. I thought beauty could be much simpler. Less complicated and expensive. It could even be fun.

Having tried LOADS of products, I knew which ingredients actually worked (skin care can be very simple and work very well, if the ingredients actually do something). And I knew what the consumer wanted. I also knew what I wanted: a tight edit of skin care products that actually DID SOMETHING. That were uncomplicated and a delight to use. So I created Go-To.  

Can you share the inspiration behind your product packaging? It's so, so, so beautiful!

I friggen’ love the colour peach. It was (and still is) bloody hard to get right, but it’s always worth it. Our products are fun and they’re funny. I love injecting cheekiness into every part of our packaging, even in the small, usually boring bits. Our customers love it, and we love them loving it.

What moment in your career are you most proud of, thus far?

I get the most wonderful feedback from women telling me how Go-To has helped them. I am most proud of that. I know people are buying the product, but when someone comes up to me and says that Go-To has improved their skin and confidence. That to me is the greatest gift.

What are some of your favorite makeup products of all time?

I'm a longtime fan of NARS Sheer Glow because it’s luminous and medium coverage and brilliant. Tarte Maracuja Creaseless Concealer is quite frankly the best concealer I’ve ever used. It’s thick, dewy and a clever fix for pigmentation and dark circles and other bullshit trying to make me look tired and aged.

What are your three biggest skin care tips to live by?

1. Skin care should be easy to use and enjoyable.

2. If you remove the nasties (irritants, synthetics etc) magic can happen. We’ve had incredible feedback from rosacea, dermatitis and sensitive skin sufferers.

3. Skin care is an act of self-love. Have fun with it. Always.

What are your top favorite products from Go-To?

All of them. But if I had to pick it would be, Face Hero, Very Useful Face Cream and Lips!

What does beauty mean to you?

A daily act of self-love (and at Go-To, we’re all about the love).

What advice would you give to your younger self, if you could?

Stop imagining that everyone cares about what you’re doing/wearing/saying — they’re not. They’re worrying about their own stuff. You’re funny, and curious, and determined, and smart, be sure to utilize thiseveryday.

What's next?

Oh, so much! Since we create completely clean products, devoid of synthetics and irritants and all the stuff that makes skin care uniform and obedient, our NPD takes aaaaaages. (Also I’m an unapologetic perfectionist; that always adds on a year or two.) Anyway, we’ve had some products in dev for four years that are just about to launch; 2019 is gonna be a huge year for us. Watch this space.

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