Cult beauty brand Go-To Skincare pulls two products for lack of inclusivity

Fans will need to stock up as Go-To discontinues two of its cult products. Photo / Instagram

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 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 makeup or add coverage, but were created to tackle "white cast" – a common issue with sunscreen products.

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

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A post shared by Go-To (@gotoskincare) on Oct 7, 2020 at 7:07pm PDT

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'."

The announcement disappointed some customers — many vowed 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.

One said: "Thank you for giving a sh*t and acknowledging 'nude' isn't the same for everyone."

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@caitlinhopestudio’s desk situation may just be the best we’ve seen. Balm none.

A post shared by Go-To (@gotoskincare) on Mar 30, 2020 at 12:20am PDT

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 with a higher SPF strength was in the making, something loyal customers have long asked for.