Zoë Foster Blake, founder of Go-To and guru on all things beauty, has announced she's expanding her empire to include products suitable for babies and children. The 39-year-old took to Instagram to share the exciting news, providing some info on the upcoming project.
Watch Below: Zoe Foster Blake’s Fierce New Bob Just Made It To Our Mood Board.
She began, "Back in 2016, as I doused my two-year-old son’s dry, itchy, pissed-offy skin in Go-To Face Hero, I questioned why I was again using face oil on my toddler. The answer was that I knew it would calm and soothe and replenish his irritated skin. I trusted it, and it really helped. Why would I use anything else?
"Then it dawned on me: what if I made Go-To for babies and kids?? A bath and body range with the same principles as Go-To: clean ingredients, usefulness, efficacy, simplicity and FUN. Skincare that parents could trust to gently clean and replenish their children’s skin, without fuss, fear or confusion. Skincare that worked. Skincare that looked like it was made for, and belonged to children, because it was, and it did."
"So I did. And it’s finally ready," she finished, adding the range comes out on September 3rd.
While we're not entirely sure what the range consists of, we can only guess it'll reach cult-status in no time just like Go-To. We can also assume the range will be in line with Zoë's love of clean beauty.
"People are wearing more layers of makeup, there is more contouring and highlighting, it’s a more full on look. But skincare seems to be going in the other direction where less is more and so for us who have very simple ingredients, with no synthetics or anything which would irritate, we love transparency," she told marie claire last year. "That’s one of our big ones; to keep being more environmentally conscious and with fully recycled packaging, because every little step counts."
No doubt Sonny and Rudy (and kid-at-heart Hamish) have had the pleasure of testing the products before anyone else.