Go-To
Aussie beauty editor reviewed others products for a decade. Then launched her own line in 2014 with the same conversational voice.
A former Australian beauty editor and best-selling author, who spent a decade reviewing other people's products, launched her own skincare line in 2014 and used the friendly conversational voice she had built, reading audiences for years. Zoe Foster Blake co-founded GoTo in Melbourne in 2014 with Paul Bates. The hero, the face-hero face oil, retailed at $45 Australian dollars and went on to gather more than 45,000 five-star reviews. First skincare spoke to customers in clinical jargon and pseudo medical claims. GoTo spoke the way Foster Blake had spoken in her newspaper column and her novels. The voice was the formula's market. The strategic move came later. Foster Blake sold a 50.1% stake in GoTo to listed Australian beauty group BWX in October 2021 for $89 million Australian dollars.
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