Mum of two, writer and business woman Zoë Foster Blake recently made a multi-million dollar sale | Source: Go-To

Zoë Foster Blake Sells Controlling Stake in Go-To Skincare for A$89M

Zoë Foster Blake, founder of skincare empire Go-To, has recently sold her 50.1 per cent majority stake.

Making A$89 million from the sale, Zoë Foster Blake sold her controlling share to BWX, a beauty and wellness company that owns the skincare brand, Sukin. However, Go-To will remain an independent and founder-led brand with Foster Blake remaining as the Chief Creative Officer.

BWX also signed a five-year supplier deal with Chemist Warehouse earlier this year.

Foster Blake founded and launched Go-To in 2014 which now has spin-off skincare brands: Bro-to for men and Gro-To, a bath and body care line for children. Go-To reported sales of close to A$37 million in the last financial year, with Foster Blake’s no-fuss skincare products now stocked in MECCA stores Australia-wide.

Image: Zoë Foster Blake at her Go-To activation as part of ‘MECCALAND’ | Source: Instagram

Married to comedian, Hamish Blake, Zoë Foster Blake is a mum of two, published author and former beauty editor with a background in journalism. Over the years, she’s worked for publications like Harper’s BAZAAR and Cosmopolitan while also running her own beauty blog titled ‘fruitybeauty’.

Foster Blake’s years of experience reviewing beauty products left her looking for products that were effective and simple rather than intimidating and confusing, with Go-To stating on its website that “we are not interested in silly claims” when it comes to skincare.

As a ‘masstige’ brand, which incorporates a feeling of luxe to mass-produced and affordable products, Go-To has experienced strong success. Voted the ‘Best Winter Skin Saviour’ in the MECCA Beauty Election in 2020, Go-To’s lightweight face oil, Face Hero, is one of the brand’s best selling items.

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