In 2014 Zoë launched Go-To, Gro-To's parent brand, when she saw a gap in the market for clean, useful skin care that was effective, easy to use, fun to be part of, and made an (often pretty confused) skin care customer feel confident and competent engaging in daily self-care.
Go-To has gone on to phenomenal success domestically, and is now stocked in all Mecca stores in Australia and NZ, and many US retailers such as Anthropologie, Nordstrom and Revolve.
When Zoë realised she'd turn to her own Go-To products if her baby or toddlers skin was rashy, irritated, dry, or flaky, ("always") because she trusted them, and knew what was in them, and knew they would soothe and calm their skin, the idea dawned on her: why not make Go-To for children? And so, in 2016, Gro-To was born.
An effective, delightful edit of very useful, very gentle products for babies and kids that parents could really trust, and kids would really love using.
We make kids skin care fun!
Zoë knew a lot of her followers and Go-To customers had kids, partly cos they were forever asking her which products she used on her kids, what she trusted enough to recommend. Zoë was also aware of how… non-fun the baby and kid bath and body market was. Her home, and her kid's bedroom and wardrobe was full of bright colour, and rad toys and cool imagery… but their bath and skin products were always white, and dull, or covered in small baby ducks or bunnies.
Why couldn't baby and kid's skin care be as fun and playful as the rest of the stuff in their world?
It could. And would be! This was something kids would feel ownership over, that would be clearly identifiable as theirs, for their bodies, their bath time, their bed time.
Because it was.