Australian entrepreneur and author Zoe Foster Blake has made the significant decision to close her children's bathing and skincare range, Gro-To. The 45-year-old founder announced the brand's discontinuation on Tuesday, marking the end of a venture that began in 2019.
The End of an Era for Family Skincare
Foster Blake explained that the initial inspiration for Gro-To came from her personal struggle to find suitable products for her own children's dry and itchy skin. She stated that the goal was to build a brand that not only appealed to kids but also gave them a sense of ownership during their bath time routines.
However, in her announcement, she revealed that sustaining the brand had become a challenge. "Ultimately, though, Gro-To deserves better than we can give her," Foster Blake said. She elaborated that managing three distinct brands to the high standards expected by both the company and its customers was no longer sustainable.
A Strategic Business Decision
The primary reason cited for the closure is the rapid expansion and focus required by her flagship brand, Go-To Skincare. Foster Blake described Go-To as an "all-encompassing peach diva" that is galloping into new product categories, demanding more attention and resources.
Despite her personal attachment, calling it a brand she will "miss," she confirmed this was a necessary business decision. To give Gro-To a proper send-off, the company has launched a final site-wide sale with "LUDICROUS savings" on all remaining products while stocks last.
Context of the Go-To Skincare Empire
This closure comes amid a period of significant corporate activity for Foster Blake's main skincare enterprise. In 2021, she sold a 51.5% stake in Go-To to the beauty conglomerate BWX for a substantial $89 million.
However, the landscape shifted dramatically when BWX faced severe financial difficulties, reporting losses of $335 million in the 2021-2022 financial year. By April 2023, the company had collapsed into administration.
In a remarkable turnaround, Foster Blake and Go-To co-founder Paul Bates bought back their controlling stake for a fraction of the original price, just $21.8 million. Having founded Go-To in 2014 and remained as chief creative officer, Foster Blake is now fully back at the helm of her core business, steering its future growth without the Gro-To division.
