Zoe Foster Blake discontinues two Go-To Skincare products for not being inclusive

Zoe Foster Blake has admitted to a “terrible move” she made with her popular beauty business – and her fans are delighted.

The hugely popular Go-To Skincare will pull two products for not being inclusive, the beauty brand’s owner Zoe Foster Blake has announced.

Foster Blake said in a statement overnight that Zincredible SPF 15 Tinted and Pinky-Nudey Lips would be discontinued to honour the brand’s recent public commitment to “promote equality and inclusion”.

The Australian brand was called out for its lack of diversity when the tinted mineral sunscreen launched in 2018, as it only came in “one shade”.

Foster Blake, an author, former magazine editor and cosmetics entrepreneur, said the products were never intended to be make-up or add coverage, but were instead created to tackle “white cast” – a common issue with sunscreen products.

But in doing so, the products – expected to be removed from shelves by March 2021 – had become a “single shade tinted product that isn’t inclusive”.

Zoe Foster Blake has revealed two Go-To Skincare products are being discontinued for not being inclusive. Picture: Instagram/ZoeFosterBlake

“As such, we’ve made the decision to discontinue both Zincredible Tinted and Punky-Nudey Lips,” the statement shared on Go-To’s Instagram page reads.

The non-tinted Zincredible product will continue to be stocked.

Foster Blake described it as a “terrible business move” but said: “To us, business is more than ‘business’.”

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The announcement left some customers disappointed — with many vowing to “stock up” — but overwhelmingly it was met with huge applause.

“You guys are amazing great honesty and transparency in communicating these changes, it’s greatly appreciated,” one person said.

“Thank you for prioritising concrete actions, huge bravo,” another wrote.

“I will miss these products but also commend you guys taking action and leading by example,” another said.

While one said: “Thank you for giving a sh*t and acknowledging ‘nude’ isn’t the same for everyone.”

Fans have praised Foster Blake’s decision. Picture: Andrew Tauber

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Foster Blake, who was a beauty editor before setting up Go-To Skincare in April 2014, told fans she understood that discontinuing a much-loved product “flat out sucks” but said the “silver lining” was that the brand’s commitment to sustainability meant all packaging made for the two products would be filled rather than disposed of.

She also added that a new sunscreen product with a higher SPF strength was in the making, something loyal customers have long asked for.

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