# Uncomplicated Clean Skincare Go-To's Simple, Cruelty-Free Skincare Aims to Eliminate Confusion By Laura McQuarrie | Published 2018-09-12 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/clean-skincare References: [fashionista](https://fashionista.com/2018/08/best-new-skin-care-brands-products-2018) & [gotoskincare](https://www.gotoskincare.com/products/) Go-To is an Australian skincare brand that prides itself on sharing [clean skincare solutions](https://www.trendhunter.com/trends/finally-all-natural) that are "uncomplicated, effective, cruelty-free" and natural. The brand makes a range of products for the face and body, all of which are sold in cheery, aesthetically pleasing packages that undoubtedly catch the eyes of [Millennial and Gen Z consumers](https://www.trendhunter.com/trends/youthoriented-beauty). Some of Go-To's top products are the Properly Clean cleanser—which promotes smooth, hydrated skin with willow bark extract as a gentle version of salicylic acid—and Face Hero, a lightweight product for the face that contains 10 carefully selected plant and nut oils that nourish with essential fatty acids, vitamins and antioxidants. Across its entire product range, Go-To favors non-irritating, [plant-based formulas](https://www.trendhunter.com/trends/nature-of-things) that are simple, straightforward and as the brand describes, free from "faux-science" and "silly claims." ## Trend Insights (Trend Hunter) - Score: 5.0/10 - Popularity: 75% | Activity: 68% | Freshness: 8% - Audience gender: 10% men, 90% women - Primary generations: Gen Z, Gen Alpha, Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) > [Cosmetics](https://www.trendhunter.com/cosmetics) ## Key Themes ### Key Themes Behind This Trend - **Clean Skincare:** Opportunity for disruptive innovation: Develop innovative clean skincare products that are simple, effective, and cruelty-free. - **Aesthetically Pleasing Packaging:** Opportunity for disruptive innovation: Design visually appealing and eye-catching packaging to attract Millennial and Gen Z consumers. - **Non-irritating Formulas:** Opportunity for disruptive innovation: Create plant-based skincare formulas that are non-irritating, straightforward, and free from misleading claims. ### Where This Applies - **Skincare:** Opportunity for disruptive innovation: Revolutionize the skincare industry by offering clean, effective, and cruelty-free products. - **Packaging:** Opportunity for disruptive innovation: Innovate in the packaging industry by developing visually appealing and attractive packaging solutions for skincare products. - **Beauty:** Opportunity for disruptive innovation: Disrupt the beauty industry by introducing non-irritating, plant-based skincare options that focus on simplicity and effectiveness. ## Related on Trend Hunter - [Streamlined Skincare Solutions](https://www.trendhunter.com/trends/mio-cosmetics.md) - [Uncomplicated Youth Skincare](https://www.trendhunter.com/trends/binomial.md) - [Accessible Superfood Beauty Brands](https://www.trendhunter.com/trends/goop-1.md) - [Hypoallergenic Gen Z Skincare](https://www.trendhunter.com/trends/saint-crewe.md) - [Refillable Plant-Powered Skincare](https://www.trendhunter.com/trends/folie.md) - [Minimalist French Skincare Lines](https://www.trendhunter.com/trends/dore-1.md) - [Minimalist Performance-Driven Skincare Brands](https://www.trendhunter.com/trends/beauty-market.md) - [Glow-Boosting Sensorial Skincare](https://www.trendhunter.com/trends/good-intent-by-no7.md) - [Ethical Skincare Brands](https://www.trendhunter.com/trends/tone-cosmetics.md)