Zoë Foster Blake’s go-to skincare brand has come under fire after launching a dazzling new pink bottle of its popular Face Hero Oil.
The $80 Extra special edition, which has already sold out online, sells for $80, up from the standard $45 edition.
But some fans of the range were disappointed by the non-refillable bottle and rhinestone coating, raising environmental concerns.
Leading the post was PR professional Adriana Glass, who criticized the brand for selling single-use plastics, calling it “nonsense that ends up in landfills.”
Others commented under a post on Go-To’s Instagram page, with one person writing: “What happened to the commitment to sustainability?”
Another person said: “Nope from me, honey. It’s time to refresh the product, not just change the bottles.”
Others called the bottle “ugly” and questioned why it cost almost twice as much as the regular version.
“Please, please, please, I’m going through gallons of this stuff!” said another person, while another said: “We want it refilled!”
Zoë Foster Blake’s go-to skincare brand (pictured) has come under fire after launching a dazzling new pink bottle of its popular Face Hero Oil.
The brand was quick to respond: ‘We have been closely monitoring our existing refills and taking your feedback into account.
“From there, we can evaluate which products would benefit from refills. If we can offer refills that really make a difference, we will do so!”
Daily Mail Australia has contacted Go-To for comment.
Earlier this year, Zoe broke her silence on buying back her stake in her Go-To skincare brand after beauty company BWX went into administration.
The 43-year-old Australian author first sold her 51.5 per cent stake in her beauty brand to the ASX-listed beauty conglomerate for $89 million in 2021.
Just two years later, Zoë and Go-To co-founder Paul Bates bought back their majority stake in the business for a fraction of the price of $21.8 million after BWX filed for bankruptcy in April 2023.
The $80 Extra special edition (pictured), which has already sold out online, sells for $80, up from the standard $45 edition.
Reflecting on that turbulent time, Zoë admitted she felt “deeply baffled” by the deal because there is no “manual” for finding the perfect business partner and investor.
“How did you know when the time was right? How did you know they were the right partner? Because there’s no manual,” he told the BBC. Financial review. ‘
The wife of comedian Hamish Blake said she felt “motherly” towards Go-To and did everything she could to save the business after the BWX deal fell through.
“There’s nothing like seeing your baby in trouble to keep you going. I was like, ‘I’m here, I’m going to protect my baby no matter what.’ I felt very maternal, nothing has strengthened me as much as this,” she said.
“To think that I could be out of the company next year (under the original agreement with BWX) is now unimaginable, I will be back immediately,” he added.
Zoë also spoke about her thriving career as an entrepreneur, admitting that she was never a girl with big business ambitions and that it’s a sign that she’s learning as she goes as she discusses how to overcome recent obstacles.
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 have been closely monitoring our existing replacements and taking their feedback into account. From there, we can make an assessment on which products would benefit from replacements. If we can offer replacements that really make a difference, we will do so!”
She said she put her all into the decision to buy back her shares to ensure she was doing the right thing for her brand, admitting: “I couldn’t live with myself if I screwed up.”
Despite the turbulent times, Zoë is celebrating Go-To’s 10th anniversary this year and threw a party to commemorate the incredible achievement.
In an Instagram post, Zoë praised her brand’s “brilliant team” as she celebrated a decade of her “thriving” business with a low-key party at home.
“It’s a real pleasure and privilege to take care of your skin. I love this company, this community and this adventure. 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-coloured satin dress and looked her best at the celebration.
Last year, Zoë bought back its stake in Go-To Skincare for $21.8 million, after selling it to BWX for $89 million two years earlier.
“This is an incredible brand and business, with a deeply passionate team and an incredibly loyal and supportive customer,” he said. The Australian financial magazine at the time of repurchasing its shares.
Earlier this year, Zoe broke her silence on buying back her stake in her Go-To skincare brand after beauty company BWX filed for bankruptcy.
‘It is a joy and a privilege for me to be able to devote all my effort and attention (to Go-To).’
Zoë, who founded the brand in 2014, continued as creative director and head of Go-To after first selling her shares to BWX, and is now back in full force to run her business.
BWX suffered losses of $335 million in the 2021-2022 financial year, and mining magnate Andrew Forrest stepped in to rescue the company.
Go-To had distanced itself from BWX, saying it is operationally independent even though BWX owns 51 percent of the shares.
BWX revealed in February 2023 that it had lost a further $100 million in the first half of the financial year following the resignation of the company’s chief executive, Rory Gration.
In April, BWX was placed into voluntary administration and KPMG was appointed to handle its bankruptcy.