In this series, Instagram Icon, Entrepreneur speaks with the individuals behind popular Instagram accounts to find out the secrets of their success.

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.”