For most of her career, Zoë Foster Blake was on a mission to find the best beauty products, first as beauty director at legacy media titles such as Cosmopolitan and Harper's Bazaar Australia, and then through her own sites: a blog called fruitybeauty in 2006 and Primped in 2008. In 2014, after years of reviewing and recommending, she wanted to create something of her own and launched skincare line Go-To.