Allow me to introduce you to my very own skin care line: Go-To.

Today I take immense joy in announcing the name of and first peek at my skin care line, Go-To.

Go-To skin care logo

Since we’re still a fair way off launch, this is really just me sharing the name and giving you a little snizz at what the products look like, care of the image below which features Lips! our lip wizard.

Why the name Go-To? Because Clinique was taken. Also, I found that during the creation and manufacturing process I was constantly describing the products in the following ways: “This is, like, the essential, foolproof, go-to moisturiser,” or “it needs to be girls’ go-to exfoliator” or “this is the perfect go-to travel product” or “I’m exhausted can I go-to the cafe and get a coffee now?”


“I love this lip balm. So much.”
– Zoe’s lips.


As I explained in this initial blog last month, the products and range thereof have very much been formulated to act as your skin care basics. The simple, reliable foundation products you rely on and need to maintain healthy, happy, glowing skin. By all means bring inject those power serums and peels and masks and treatments that you love, but also feel a bit smug knowing Go-To has got your back when it comes to the necessities of daily skin maintenance.

And that’s my version of daily skin maintenance, by the way – a fussy beauty editor of 10 years who has a strong/educated/totally inflated opinion about what she knows works, what women feel comfortable using and what the modern woman’s skin actually needs. So, hydration, yes, but also protection from ageing and skin discolouration in the form of powerful anti-oxidants. Some gentle AHAs for foolproof, effective exfoliation. And a cleanser that will actually remove all that primer and sunscreen and long-wear makeup I keep telling you to use.

As well as being effective, I went to great (some might say “annoying”) lengths to ensure each product was perfectly natural. Zero nasties. No palm oil, (obviously) no petrochemicals, PEGs, mineral oils, parabens, sulfates, silicones, GMOs, synthetic colours or fragrances. There has been no animal testing of any kind, except on me. (And sometimes Meowbert cos he gets dry lips.)

So there you have it! Millions more details to come of course, but for now, this is Go-To skin care. Officially on sale April 1, a date that I am assured people take very seriously. You can start stalking us gently on Facebook, Twitter, Instagram and Plangscootch too, if you like.

(… Full details on our fun pre-order campaign coming early next week!)


Responses to this drivel: 48 Comments
Responses to this drivel ( 48 )
  • kirsty


  • Rosie

    I am ridiculously excited about this. RIDIC. Have put off all new purchases until this is released. How exciting for you Zoe. I love the name!

  • Lauren

    Congratulations you amazing superwoman !!!

  • Angie

    Simply: thrilled.

  • Kate from Seduced by Beauty

    Huge congratulations Zoe. Absolutely LOVE the name and the products sound fabulous. Good luck for the next few weeks as you finalise everything. I am sure that you are busting with excitement but that it is also fairly exhausting. I will be following with interest xx

  • Rebecca

    Launching on my birthday! SWEET!

  • Carly Devine

    YAY!!! I can’t wait! My LIPS are so excited 🙂 xxx

  • Clare

    so cant wait to try these out…Excited!!!! I think you might be the lady to make me leave my relationship with Clinique.

  • Anna

    I am never normally excited about new products but seeing as your opinion on skincare and beauty is one I trust 350%, I will be seeking out your range. I know a lot of thought has gone into this and I am so excited (and appreciative)!!! Well done, Zoe!

  • anastasia

    fantastic!! love the letting/logo – very excited to see more!

  • Tracey

    I have spent my whole life looking for the perfect lip balm. I have high expectations, Fosters! Or should that be Fosters-Blakes?

  • Charlierose

    Could I BE anymore excited?! (Oops I’m home sick and apparently too many friends repeats have had an effect on me!)
    Love the colour of the packaging too!

  • Sarah Brown

    wowowowowow!!! soooo frigging excited! love your advice over the years and super proud that you are going it alone! will promptly use up all my old products and open new savings account in preparation of new products! argh! and new book! yay!

  • Jess

    Pre-order time can’t come soon enough! Zo, your books and your blog are my “go-to” for everything in life!

  • Rebecca

    Oh drat – baby arriving for me on the 2nd….. prodz will not have arrived to take to hospital! Even with pre-order! Guess they’ll have to be my coming home present. That and a new baby. Very exciting…..

  • Imogene

    Must empty all current skin care to make way for entire go-to range on April 1!!!!! I am irrationally excited 🙂

  • Genevieve Eddison

    Hi – big fan Zoe and very excited about Go To. I was just reading your post on silicones in shampoos and conditioners and how they are OK, then I read here in the list of nasties that aren’t in Go To products – one is silicone. So are you saying silicone is OK on your hair but not on your face? Confused….

    • Fruity

      Hi and yes… Silicones are fine on the hair. They sit on the outer layer of an already dead hair shaft. Skin on the other hand is different. I should mention here that I am not a skin care purist. However! I know a lot of people are, concerned about nasties and so wanted to ensure my products were perfectly safe, useful and appealing to all.

  • Louise

    Very excited!! where will products be sold?

  • Aoife

    Well done lovely Zoe! Can’t wait x

  • sekai

    Am so oooooo excited. An going g to see you in Brisbane! ! Can’t wait to pre order. You really are amaze balls.

  • KP


    Book, Go-To, Baby – Zo you have nailed the 2014 trifecta. Go-you!

  • Peach

    Cannot contain excitement…! I’m stalking all possible mediums, and keen to make ‘Go-To’ my go-to! x

  • Chelsea

    Hi Zoe,

    Congrats on the new product range! It’s going to be AH mazing. I have a question. Could you tell me the best Exfoliant that i should use for sensitive skin? your post on Dermalogica pre-cleanse changed my life and skin! ehhe.


  • Tiki

    Hi Zoe,


    This super exciting news has finally drawn me out of lurk mode! April 1 cannot come soon enough, I can’t wait to try the range 🙂

    Congratulations, I’m sure Go-To will smash it out of the park 🙂


  • Becky

    Sooo excited!!!! Just hoping it’s not gonna burn a hole in my pocket for these gems.

  • Best of the interwebs, February 23 2014 | Scout It Out

    […] upcoming skincare line. It’s called Go To (very clever) and will be out in mere months! Here Zoe explains more and here is the up and coming website. (Source: Fruity […]

  • Carisma

    So. Freakin’. Excited. Have pre-ordered your new book and can’t wait to pre-order these!

  • Carley

    Weeeeeeeeeee!! So bloody excited! Thank you for clarifying the nasties/ animals/ palm oil issues. I hope we get a Meowberrt review.

  • Wish List Wednesday | A Woman's Lifestyle

    […] face base to make you glow! #6. L’Occitane Shea Ultra Rich Fabulous Serum.  To die. #7. Zoe Foster Blake’s NEW range of Skin Care!  This Go To Lips product will be available from April!  How […]

  • fruitybeauty | Be the first to try Go-To!

    […] Feb 27, 14 • Go-To, Skincare! […]

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  • Georgia

    Cannot wait for this!

    Any chance of a further peek at it at tonight’s book talk in Sydney?

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  • Mia

    Hi Zoe, CONGRATULATIONS on the skin care range, would you happen to know an alternative cream to O COSMEDICS skin care range comfort cream, it is brilliant and light however i am currently looking for a more money friendly option for the meantime, hopefully there is something in your new range you recommend?
    Ta, Mia

  • fruitybeauty | Your new favourite skin care line.

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    Wow! Congratulations on your new line! We’re excited to try your products!

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