How Go For Zero Started: The Baby Oil Label That Changed Everything

By Ellie, founder of Go For Zero

Go For Zero all started with a baby oil label. Years before we launched, my daughter Gracie broke out in a rash, I turned her baby oil over and found petroleum oil. That moment had me questioning everything, and in November 2018 Go For Zero opened its doors. These are the 8 moments that made us.

Key Takeaways

• Go For Zero began with one label, one rash and a mum who started questioning everything.
• It launched in November 2018 as a pop-up in Caloundra, with the website run from a spare room.
• We've grown into a Certified B Corp with a 98.3 score and have donated over $100,000.
• The mission hasn't changed: we question everything so you don't have to.

How Did Go For Zero Start?

Go For Zero started with a baby oil label, a big move across the world and a little pop-up in Caloundra.

Turning 8 sent me on a trip down memory lane this week. I found myself scrolling through old photos, laughing at the early days and getting a little teary at how far we've come.

So I wanted to share the real story with you. Not the polished "about us" version, but the moments that actually shaped Go For Zero. Some big, some small, and none of them possible without you.

Moment #1: The Baby Oil Label

This one happened well before Go For Zero existed. My daughter Gracie broke out in a big rash, and like any worried mum, I started looking at everything that had touched her skin. When I turned her baby oil over and read the label, I found petroleum oil.

If you've never come across it before, many conventional baby oils are made from mineral oil, which is a refined petroleum oil. On an ingredients list it often shows up as "mineral oil" or "paraffinum liquidum".

I'm not a doctor, and I can't tell you that it was specifically the oil that caused Gracie's rash. What that label did was show me something I hadn't thought about: I had no idea what was in the products I was putting on my family. From that day, I started reading every label on every product.

Moment #2: Five Websites and a Lot of Shipping

Once I started reading labels, I couldn't stop. But back then, shopping more sustainably meant buying from five or more different websites. One for skincare, another for cleaning, another for plastic-free kitchen bits. That meant five lots of shipping, five lots of packaging and a lot of time spent researching.

I started to wonder: what if one place ticked every box? Somewhere you could trust to check both what's in a product and what it comes in.

Moment #3: Starting From Zero

Then life threw in a plot twist. We moved from Belgium to the Sunny Coast with two little girls in tow, no income and zero marketing know-how.

Looking back, it was just the right amount of crazy. But sometimes starting from scratch is exactly what gives you the courage to build the thing you wish existed.

Moment #4: Our First Pop-Up

In November 2018, Go For Zero opened as a little (very basic looking) pop-up store in Caloundra. Our very first customers found us there, and some of you might even remember it!

Those early conversations taught me so much. People wanted to make better choices. They just didn't have the time to research every single product themselves.

Moment #5: Our First Warehouse

Our website went live from the spare room of our apartment. And when I say spare room, I mean tiny. It was just me, my laptop, a lot of research and a very big why.

We eventually grew into our garage (sorry car), then into our first warehouse. Today we're in a wayyy bigger one, packing every order plastic-free.

Moment #6: Becoming a B Corp

If you're new to B Corp, it's a certification for businesses that meet high standards of social and environmental performance, accountability and transparency. Companies are assessed on everything from their supply chain to their impact on workers, community and the planet, and they need to score at least 80 points to certify.

Our score? 98.3, the highest of any Aussie eco-store. Fun fact: we almost didn't sign, and you can read why we had doubts about the process. But it's a moment our whole team is still proud of.

Moment #7: Donating $100,000

Every time you shop with us, we give $1 to a charity through our partnership with i=Change. It goes to causes like ocean clean-ups, landscape restoration and food relief, and the full donation reaches the charity with no fees taken out.

One dollar doesn't sound like much on its own. But together, we've now donated over $100,000, and we couldn't be prouder. That's your impact, order by order.

Moment #8: Rescuing Viva La Body

When my favourite natural deodorant brand, Viva La Body, was closing, I just couldn't let it go. I kept calling until the founder finally said, "I know that if someone can do it, it is you."

So we rescued it. Today Viva La Body deodorants are still here for all of you who loved them as much as I did.

Viva La Body - Magnesium-Enriched Natural Deodorant

Already I love the product curation at Go For Zero, but when I saw Viva La Body (which is such a great company! I used to use their shampoo and conditioner bars) it made my purchases even easier. This is the only deodorant that works for my husband and he's tried so many 'clean' brands. It is the only deodorant he uses it's that good! Highly recommend.

Monique

Shop Viva La Body

What Has Changed at Go For Zero in 8 Years?

In 8 years we've gone from a spare room to 130,000+ orders, a B Corp score of 98.3 and over $100,000 donated.

What Does Go For Zero Stand For Today?

The same thing it stood for at the kitchen bench with that bottle of baby oil: we question everything so you don't have to.

We know you're busy. Most people don't have time to research every ingredient, packaging claim and brand promise. So we do the label reading for you. Every brand is Aussie or Kiwi, every order ships plastic-free, and every product has to earn its place on our shelves.

Here's to the Next 8 Years

None of these moments would exist without you. Whether you found us at the Caloundra pop-up or placed your first order last week, thank you for being part of the story 💚

If you have any questions about Go For Zero or any of our products, we're always happy to help at askusanything@goforzero.com.au.

Lots of love,
Ellie x

Ready to Learn More?

If you'd like to dig a little deeper into how we do things at Go For Zero, check out our other blogs below:

🔍 Sustainable Packaging Isn't Enough - The 5 tests every product has to pass before it earns a spot on our shelves.

🌏 From Doubts to Triumph - Why we almost didn't sign up for B Corp, and how we got there anyway.

🌿 The Ultimate Guide to Natural Deodorants - Everything you need to know about making the switch to natural deodorant.

Frequently Asked Questions

Who founded Go For Zero?

Go For Zero was founded by Ellie, a mum who started reading labels after her daughter broke out in a rash. She launched Go For Zero on the Sunshine Coast in November 2018.

When did Go For Zero start?

Go For Zero opened in November 2018 as a pop-up store in Caloundra, Queensland, with its online store run from a spare room.

Is Go For Zero a B Corp?

Yes. Go For Zero is a Certified B Corp with an overall score of 98.3. Businesses need at least 80 points to certify.

Does Go For Zero donate to charity?

Yes. Go For Zero donates $1 with every order through i=Change and has donated over $100,000 so far.

What does Go For Zero sell?

Go For Zero sells low-tox, plastic-free everyday essentials from Australian and New Zealand brands, including skincare, deodorant, cleaning and kitchen swaps, all shipped plastic-free.