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

Feb 20, 14 • Go-To, Skincare!48 CommentsRead More »

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!)


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

  1. kirsty says:


  2. Rosie says:

    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!

  3. Lauren says:

    Congratulations you amazing superwoman !!!

  4. Angie says:

    Simply: thrilled.

  5. 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

  6. Rebecca says:

    Launching on my birthday! SWEET!

  7. Carly Devine says:

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

  8. Clare says:

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

  9. Anna says:

    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!

  10. anastasia says:

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

  11. Tracey says:

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

  12. Charlierose says:

    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!

  13. Sarah Brown says:

    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!

  14. Jess says:

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

  15. Rebecca says:

    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…..

  16. Imogene says:

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

  17. Genevieve Eddison says:

    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 says:

      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.

  18. Louise says:

    Very excited!! where will products be sold?

  19. Aoife says:

    Well done lovely Zoe! Can’t wait x

  20. sekai says:

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

  21. Sinead says:

    One word: YAY.

  22. KP says:


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

  23. Peach says:

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

  24. Chelsea says:

    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.


  25. Tiki says:

    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 :)


  26. Becky says:

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

  27. [...] 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 [...]

  28. Carisma says:

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

  29. Carley says:

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

  30. [...] 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 [...]

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  33. Georgia says:

    Cannot wait for this!

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

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  41. Mia says:

    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

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