It was recently announced that former Cosmo and Harper's Bazaar beauty editor, Zoë Foster Blake, was getting ready to launch her much-loved skincare brand Go-To into Sephora US. The range will be a new addition to the Clean at Sephora initiative.
The entry into Sephora marks Go-To's first foray into a third party retailer, and brick and mortar store, given it has been solely direct-to-consumer online since launching in 2014. And it looks as if Foster Blake's move has already piqued the interest of the US beauty industry with revered international trade journal WWD dedicating an entire feature to the Aussie beauty entrepreneur and her business.
The Q&A sees Foster Blake share her thoughts on everything from Australian beauty to social media and her former career as a beauty editor. She talks the publication through Australian skincare – "Natural skin care is a big one for us in the same way that Australian fashion tends to be a bit more laid-back — not lazy, but laid-back, casual," as well as touching on the Kardashian-Jenner effect when it comes to makeup trends.
Foster Blake also talks to her humorous approach to language and how it's translated into product names and packaging. Handy, given that dry wit and sarcasm can often get lost in translation! She shares informative insights into social media too – "I’m focusing a lot more on Stories for Go-To as well because I think that’s how you get a full beauty editor article in one story. You can teach them fully about lactic acid without it being a small caption in one picture."
Finally, she reveals what's coming next for Go-To – "There’s a product I’ve been working on for four years that I’m very hopeful will be launching at the end of this year in Australia and then in the U.S. We’ve got about seven products due to be launched in the next calendar year."
It's fair to say there's a lot to be proud of and plenty of exciting times ahead for the Aussie brand.
