Zoë Foster Blake’s skincare brand Go-To has come under fire after dropping a new, bedazzled pink bottle of their popular Face Hero oil.
The $80 Extra special edition, which has already sold out online, retails for $80 – more than the $45 standard issue.
But some fans of the range were disappointed by the non-refillable bottle and rhinestone coating, raising environmental concerns.
Leading the charge was one post from PR professional Adriana Glass who critiqued the brand for selling single-use plastics, calling it ‘nonsense that ends up in landfill’.
Others commented underneath a post on Go-To’s Instagram page, with one person writing, ‘What happened to the commitment to sustainability?’
Another person said: ‘It’s a no from me boo. Time for a face hero refill, not just new bottles.’
Others said the bottle was ‘ugly’ and questioned why it cost almost double the usual version did.
‘Refills please please please. I go through gallons of this stuff!’ said someone else while another said, ‘We want refills!!!’
Zoë Foster Blake’s (pictured) skincare brand Go-To has come under fire after dropping a new, bedazzled pink bottle of their popular Face Hero oil
The brand was quick to respond: ‘We’ve been closely monitoring our existing refills and taking on your feedback.
‘From there, we can make an assessment on what products would benefit from refills. We’re we can offer refills that truly make a difference, we will!
Daily Mail Australia has reached out to Go-To for comment.
Earlier this year, Zoe broke her silence on buying back her stake in her skincare brand Go-To after beauty company BWX went into administration.
The Australian author, 43, first sold her 51.5 per cent stake of her beauty brand to the ASX listed beauty conglomerate for $89million in 2021.
Just two years later, Zoë and Go-To co-founder Paul Bates bought back their controlling stake in the business for a fraction of the price at $21.8million after BWX collapsed into administration in April 2023.
The $80 Extra special edition (pictured), which has already sold out online, retails for $80 – more than the $45 standard issue
Reflecting on the turbulent time, Zoë admitted she felt ‘deeply out of her depth’ with the deal because there is no ‘handbook’ for finding the perfect business partner and investor.
‘How did you know when it was the right time? How did you know they were the right partner? Because there’s no handbook,’ she told the Financial Review. ‘
The wife of comedian Hamish Blake said she felt ‘maternal’ towards Go-To and did everything she could to save the business after the BWX deal unraveled.
‘There’s nothing like seeing your baby in trouble to get you going, I was like, ‘I’m here, I’ll protect my baby at any cost’, I felt very maternal, nothing has fortified me like this has,’ she said.
‘Thinking that I might be out of the company next year [as per the original BWX deal] is now unfathomable, I’m swinging way back in,’ she added.
Zoë also discussed her thriving career as a businesswoman, admitting she was never a child with big business ambitions and she is the advert for learning as you go as she discussed overcoming the recent hurdles.
Some fans of the range were disappointed by the non-refillable bottle and rhinestone coating, raising environmental concerns
The brand was quick to respond: ‘We’ve been closely monitoring our existing refills and taking on your feedback. From there, we can make an assessment on what products would benefit from refills. We’re we can offer refills that truly make a difference, we will!’
She said she put everything into her decision to buy back her shares to make sure she did the right thing for her brand, admitting: ‘I couldn’t live with myself if I f**ked it.’
Despite the turbulent time, Zoë is celebrating Go-To’s tenth anniversary this year and hosted a party to commemorate the incredible achievement.
In an Instagram post, Zoë gushed over her brand’s ‘brilliant team’ as she celebrated a decade of her ‘thriving’ business with a low-key at-home party.
‘It’s a true delight and privilege to look after your skin. I love this company, this community, and this adventure. Here’s cheers to ten years,’ she wrote.
For the drinks party, which she held at her home, she cut a glamorous figure in a gorgeous peach satin gown as she pulled out all the stops for the celebration.
Last year, Zoë bought back her stake in Go-To Skincare for $21.8million, after selling it to BWX for $89million two years earlier.
‘This is an incredible brand and business, with a deeply passionate team and an incredibly loyal and supportive customer,’ she told The Australian Financial Review at the time of buying back her shares.
Earlier this year, Zoe broke her silence on buying back her stake in her skincare brand Go-To after beauty company BWX went into administration
‘It is my joy and privilege to give both my full focus and attention [to Go-To].’
Zoë, who founded the brand in 2014, had continued as chief creative officer and director of Go-To after first selling her shares to BWX, and is now full force back into running her business.
BWX suffered losses of $335million in the 2021-2022 financial year, with mining magnate Andrew Forrest stepping in to bail the company out.
Go-To had distanced itself from BWX, saying it is operationally independent despite BWX owning 51 per cent of shares.
BWX revealed in February 2023 that it had bled another $100million in the first half of the financial year with the company’s chief executive Rory Gration stepping down.
In April, BWX was placed into voluntary admission. KPMG was appointed to handle its collapse.