Here's Why Beauty Editors Make Great Beauty Brand Founders

If it's a job in the fields of beauty and/or writing, Zoë Foster Blake has done it. She's worked at publications like Harper's Bazaar and Cosmopolitan, started a beauty blog (fruitybeauty) and beauty site (Primped) and has written several novels and non-fiction titles to boot.

After 10 years as a beauty editor (and a little of everything else), Foster Blake started Go-To, a natural skin care brand with some of the cutest branding and best copywriting in the game (fun fact: she does all the copywriting herself). The brand launched in Australia back in 2014 and recently hit Sephora shelves here in the U.S. in July 2018.

Must-Have Products: Foster Blake taps the rosehip oil-rich Go-To Face Hero, $34, as a personal favorite (it smells amazing). We're also great fans of the Go-To Exfoliating Swipeys, $35 — they deliver near-instant results.

Image via @gotoskincare