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In Australia, Zoë Foster Blake is something of a household name. And now, the former beauty editor, author of eight books, and skincare entrepreneur is fast becoming one of the new names-to-know stateside, as she launches her beauty brand, Go-To in the U.S. for the first time.
July marked a milestone for Go-To, when the all-natural, cruelty-free skincare range made its U.S. debut at Sephora, taking a prized position among some of the world’s most sought-after beauty brands as a new addition to the retailer’s Clean at Sephora initiative. And Go-To has certainly come a long way – as a business that started in Foster Blake’s lounge room in 2014, Go-To is now available in more than 400 stores across the states. It’s also the first time the brand will be available through a third-party retailer, as well as via bricks and mortar points of sale. Until now, Go-To has been sold exclusively online, direct-to-customer globally.
Foster Blake’s quippy, fuss-free approach to skincare (and beauty at large) has won her loyal fans and customers the world over – which seems to come from both her entrepreneurial spirit and a true understanding of what women (and men) want when it comes to beauty products, having worked as a beauty journalist for more than 15 years, formerly as beauty director at Cosmopolitan and Harper’s Bazaar.
To be a Go-To customer (or even follow the brand on Instagram) feels a bit like being a part of the ultimate squad – while the products themselves support your skin, the content on the packaging and Go-To’s digital and social platforms are peppered with humour and wit. Even the collateral that often arrives in the post with her products are smile-inducing, such as a sticker for the bathroom mirror printed the words, “Holy sh*t you look amazing” – as if your best friend was looking back at you in the mirror, cheering you on as you start and end your day.
The journalist-turned-beauty mogul speaks to me about Go-To’s international expansion, what’s next for her beauty empire, as well as some words of wisdom for entrepreneurs with global aspirations.
Kate Racovolis: When you started Go-To was it always your intention to grow the brand internationally?
Zoë Foster Blake: Honestly, no. The intention was incredibly short-term: to make some really useful skin care, and do the best possible job of it. Once we launched and the reception was positive, I started dreaming about where it could go, and U.S. Sephora was my pie-in-the-sky aspiration. As in, it-will-never-happen, but also... why not secretly entertain the idea that it might? When they approached us last year, it was an instant yes. It’s such a huge, exciting step forward for the brand to be launching into the U.S. – and our first bricks and mortar store - with Sephora. Now let’s hope it works.
Racovolis: How did the opportunity to work with Sephora come about?
Foster Blake: Sephora asked us to be part of their online and in-store offering; we fit perfectly into their new clean movement. I think the email came through when my (second) baby was five days old. Our MD was like, “I know you said not to email, but I think this is one that you’re going to want to read.”
Racovolis: This also marks the first time Go-To will be available through third-party retailers – and bricks and mortar. How do you think this will add to your customer’s experience with Go-To?
Foster Blake: It’s so good for customers who haven't had a chance to sample the products, or aren’t aware of the brand, and I hope that even in a sea of very established and talented skin care brands, our playfulness, lack of bullshit and quality stands out. Obviously the downside of being a D2C skin care brand is that the sensory experience isn’t available until you’ve already purchased. But now you can pop into Sephora and have a squish and a swipe and try it out first. It’s great! We’re in good hands. Very supple, moisturised ones.
Racovolis: What was your reason behind selling Go-To direct-to-customer until now?
Foster Blake: I started beauty blogging in 2006, and launched the first beauty website in Australia in 2008, so I’d amassed a lovely following of very loyal, beauty-focused digital natives. It made sense to me then, to launch an online-only skin care brand. It allowed us to softly enter the market, and enjoy the process, rather than feel the pressure of overheads and sales from the get-go. I love the agility and customer engagement it affords us, and take enormous pleasure in playing with the customer at every step of the process, from the packaging, to the order confirmation emails, to the little treats we put into every order.
Racovolis: Many of our readers are also entrepreneurs who are looking to expand their business internationally – what advice would you give them based on your own experience?
Foster Blake: Um, just wait ‘til Sephora calls I guess? No, look, I don’t think I am the person to ask. I am one of those insufferable in-the-now people who genuinely believes that if you focus on doing good work and making good things this minute, this hour, this week, then the future takes care of itself. Have audacious goals, they give you fuel, but keep your head and your heart in the present.
Racovolis: There are so many options for men and women when it comes to selecting beauty products – and you have often mentioned how people feel confused about beauty and which products to use. How can brands stand out from the crowd? What was your approach when creating Go-To?
Foster Blake: There has to be demand for what you’re making. You don't need to reinvent the wheel, but you do have to offer people something they need, that feels useful to them, that fills a gap. Know your audience, and think like them. Better yet: be them! I make all my products for me, cos I wanted them. Also, and this is terrible advice, sorry, but don’t worry about the competition. I have blinkers on. I do and make what feels right to me and Go-To at that time, and I optimistically/naively trust that it will work. If you’re always looking at what everyone else does, you will become paralysed with insecurity and competitiveness: the natural enemies of creativity and good work.
Racovolis: What are your ambitions for Go-To moving forward?
Foster Blake: I want more people to find it, try it, and love it. It’s as simple and as complicated as that. The U.S. is a huge beast for us, we launched D2C at the same time as going into Sephora, so we definitely have some work to do here. In terms of products, we've been deeply focused on creating a range of (super-clean, physical) SPF products for the last four years, and they are finally ready, so that’s exciting.
