Go-To
midEst. 2014· Australia
Fun, no-fuss, dermatologist-partnered skincare for women who've read one too many skincare routines.
SensitiveDryCombination
Ask ChokChok AI
Get instant answers about Go-To
Try asking
Powered byCHOKCHOK
Zoe Foster Blake's no-nonsense line. Formulas are solid, packaging is joy, marketing is actually funny. Face Hero and Exfoliating Swipeys are the staples.
Strengths
- + Beginner-friendly
- + Genuinely fun branding
- + Strong hero products
Weaknesses
- − Light on actives at the top end
- − Not for routine-nerds
- − Limited range
The Go-To Story
Beauty writer Zoe Foster Blake launched Go-To in 2014 after years of feeling alienated by prestige skincare marketing. Sold majority stake to BWX in 2021; still Zoe-led. One of Australia's most successful beauty exports.
Shop Go-To by skin type
Curated picks from Go-To's lineup, ranked for each skin type.
All Go-To Products
7 products reviewed and rated.
Compare Go-To With
Similar AU-Beauty brands
Brands with comparable formulation chops and price points
