Go-To

Go-To was founded by Australian beauty editor and author Zoë Foster Blake. She created Go-To after years spent using and reviewing bazillions of products, from supermarket to spa brands, and writing a book on the basics of beauty called Amazinger Face. She received a lot of very honest feedback from women in her decade of beauty journalism and blogging. And most of it was about skin care, and how utterly baffling people find the products, ingredients, and the application thereof.
Zoë agreed. So much of skin care is intimidating, complicated and confusing. She wondered if it could all be a LOT simpler. Less stressful. If it could give people confidence, rather than strip them of it (and their cash.) Holy shit, it could even be FUN! Why shouldn’t looking after your skin be fun? After all, you’re gonna do it anyway. May as well enjoy it.

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