by rose garnett
Gritty pretty
“Our whole goal was to take the confusion out and to remove the complexity, frustration and intimidation of the beauty industry. Our consumer doesn’t have time to mess around, they just want products that are simple and that work.”
Zoë Foster Blake, Founder, Go-To Skincare
"We didn’t have a business plan but I knew what I wanted to create in my heart. And I knew the purpose of it and the goal of it."
"We’ve invested a lot into our formulations team and the staffing in our labs. We’ve got the best class formulators now. I also think that as we’ve grown, the sophistication of the products we want to bring out has increased."
"I wanted to make our customers feel confident in their knowledge. And I think having the credibility of being a beauty editor who was trusted and who a lot of our customers had probably been following for 10 years already definitely helped."