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For most of her career, Zoë Foster Blake was on a mission to find the best beauty products, first as beauty director at legacy media titles such as Cosmopolitan and Harper’s Bazaar Australia, and then through her own sites: a blog called fruitybeauty in 2006 and Primped in 2008. In 2014, after years of reviewing and recommending, she wanted to create something of her own and launched skincare line Go-To.

“I knew which ingredients worked, and which didn’t, and I knew that Australian women generally found skin care to be wildly confusing and very frustrating,” Foster Blake recalled. “The result was Go-To, a meaningful [collection] of effective, clean skin care essentials to make women enjoy and feel confident about looking after their skin.”

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