Zoe Foster-Blake releases Go-To Gin with Four Pillars

The beauty founder is known for her face masks and creams, but she’s just released a new item, which sold out in a matter of hours.

Go-To founder Zoe Foster-Blake has unveiled her next product and it’s got nothing to do with beauty.

The former journalist turned author and skincare entrepreneur, who recently made an estimated $89 million by selling a stake in her brand Go-To, announced on Instagram “the product no one saw coming” – a bottle of gin.

She said the “effervescent and festive collaboration” was done with neighbourhood buddies Four Pillars Gin.

“The perfect go-to (sorry) gin for your holiday G&T… Negroni… Martini… and Transformasing sheet mask to juice up your skin the morning after,” she wrote on Instagram.

The 41-year-old noted that the Go-To Gin was available for a limited time.

While most followers were excited to get their hands on the boozy item describing it as “impressive” and a “dream”, others questioned the reason for the collaboration.

“Pretty sure alcohol isn’t great for the skin. Could you imagine (sic) McDonald’s teaming up with weight watchers? Marketing fail,” wrote one woman.

But the $85 gin, which included a Go-To mask, sold out in just a few hours.

“Omg how unexpected and delicious looking, should I keep it in my bathroom to keep with the aesthetic,” joked one user.

“Do I rub that on my face?”, another said.

“Bro-To-Beers,” suggested someone else.

Zoe Foster Blake released a new festive collab. Picture: Instagram

Four Pillars spoke about teaming up with Foster-Blake in a blog post on their website, announcing they had first met last year when their teams got together to make some gin, have a drink and compare their skincare routines – adding they discovered how alike they were as brands.

“Firstly, we’re the same age (joint birthday party?). Secondly, we both love to use quality, best-in-class ingredients. And thirdly, we don’t take life too seriously, but we take what we do very seriously,” it said.

The product Go-To Skincare is known for. Picture: Supplied

Four Pillars distiller Cameron McKenzie was in charge of coming up with the gin to create the “perfect balance of fresh, vibrant, joyous, delicious, funny, witty”, it added.

“This gin is bright and refreshing with some beautiful flavours of lemon myrtle, green cardamom and stone fruit with just a hint of peppery spice from pink peppercorns,” the blog said.

Beyond Foster- Blake’s Go-To core brand aimed at women and mainly sold direct to consumers online, there’s also the Gro-To plant-based skincare for babies and kids, and Bro-To marketed to boys and men.

Go-To is also one of Mecca’s best-selling brands