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16th Sep 2019
Zoë Foster Blake has found stellar career success in so many fields including publishing (she’s authored four highly popular women’s fiction titles and three non-fiction books) and the beauty space through her beauty brand Go-To, it’s almost easy to forget that she’s only one person.
Indeed, the 39-year-old has achieved so much while also being a mum — she and husband, Hamish Blake, have two children, Sonny, five, and Rudy, two — and keeping the internet entertained with her delightfully funny posts on Instagram (current count: 730k followers).
Following the recent launch in early September of her newest venture, Gro-To, a skincare brand for kids, Vogue spoke to the beauty entrepreneur about the line, its cult big sister beauty brand Go-To, her inspiring advice for up-and-coming beauty bosses and how her tolerance for caffeine has been one of the secrets to her success.
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Can you share if your own kids have tried out Gro-To and if they have, what their thoughts are on the range?
“My kids are the reason Gro-To exists. They inspired the whole idea, and then donated their rashy little tummies, which I then did my best to fix. Product testing began on Sonny when he was two, just as his heat rash was really starting to flare, and then when Rudy came along, I used it on her from birth, knowing it was safe, and would hopefully help soothe her infant eczema and red, scaly, skin.
They were less helpful when it came to packaging, as they loved every colour, and every face, every time.”
Products from the Gro-To skincare line. Image credit: supplied
When you initially launched your first beauty brand, Go-To, what were the most challenging parts about launching a beauty brand and how did you overcome them?
“Being a D2C [direct-to-consumer] brand, the biggest hurdle was probably encouraging people to give the products a chance, without them having smelled or tried them. It’s a big ask to make people invest in stuff for their face, having never touched it in real life. We were lucky enough to secure a loyal customer base brave enough to give it a go early on, who then helped share their experiences, which gave others the courage to give it a shot. Of course, now we’re in Mecca, this isn’t an issue anymore. Anyone can go in store and play with Go-To. (And should. Go on!)”
Can you recall approximately how long it was from idea to launch for Go-To and if it was a similar amount of time with Gro-To?
“We got Go-To up faster, amazingly, but I blame the big packaging about turn I did with Gro-To just before we pressed go on manufacturing in early 2018. This put us back well over a year. I don’t regret it, what we ended up with is perfect, but it certainly blew out our timeline.”
For any budding beauty entrepreneurs out there, what advice would you give them for starting their own brand?
“Make something you want, that you wish existed, make sure the product is useful, and there is a need for it. Don’t get caught up in trends and keeping-up-with and trying to make something everyone will love. Shortcuts don’t work. Specific things for specific audiences, do. Brands and products that have achieved success usually do because they care about their work, their products, and nurturing their community and customers.”
What are your time management tips and tricks for getting it all done?
“No tricks, I’m as frazzled as everyone else. The best I can hope to do is compartmentalise. So, I have a nanny three days a week, and they are my hit-the-ground-running Go-To, days. The rest of the week I’m with the kids, quietly fighting the urge to check my email.”
What are the best and worst parts of having your own business?
“Best part[s]: creative freedom; flexibility; building a team; accountability. Worst part[s]: no off switch; no cookie jar; no one to help when my email won’t work.”
Do you have any book projects in the works? Or are you focusing on your beauty business for the foreseeable future?
“I am SO keen to write a novel (it’s been four years!), but making the time is proving difficult. As Go-To grows, book writing has begun to feel like an indulgence rather than something I do for work. But that’s okay, it’s a pressure shield, and keeps it special, like an evasive secret lover I’m desperate to spend time with.”
You have had such brilliant success in so many areas from publishing to beauty, what character traits do you think have helped you achieve your success?
“That’s very kind of you, thank you. It has all been a huge pleasure; none of this feels like work, which helps me know I’m on the right path. I think self-discipline helps, and I’m an Upholder, (Gretchen Rubin’s Four Tendencies), which means I thrive under expectations, and keep my resolutions. Also I have a strong tolerance for caffeine, that really helps.”
Gro-To is available now from www.grotoskincare.com.