Zoë Foster Blake is bringing her Australian beauty brand Stateside. The former beauty director of Cosmopolitan Australia and Harper's Bazaar Australia launched Go-To Skin Care in 2014. Today, the brand makes its official U.S. debut via Sephora's clean beauty initiative. Go-To is a direct-to-consumer, natural skin-care brand focused on user-friendly products with playful names - a characteristic that's directly in line with Blake's writing style. In addition to her beauty editorial experience, she has written nine books, including popular beauty book "Amazinger Face" and a children's book titled "No One Likes a Fart". Her skin-care line includes a tight edit of 15 products, six of which are now available at Sephora.com, with an in-store launch to follow on Aug. 8. Prices range from $12 for the Lips balm to $24 for the Properly Clean mousse cleanser and $39 for the Exceptionoil face oil. The packaging is Millennial peach and the shipping box, also peach, is printed with phrases like "The Internets made my Go-To be here!" and "Squeeeee!". Blake, who has amassed a following of more than 650,000 on Instagram, spoke to WWD ahead of Go-To's U.S. launch. Here, she shares her thoughts on Australian beauty, how she's using Instagram to interact with customers and what's ahead for her brand.
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