Baxter of California

Given the recent boom in men’s grooming and all the hype surrounding new products, ingredients and celebrity endorsements, Baxter Finley must be having a great laugh.

Finley is the unsung father of the modern men’s skin care industry. Moving from New York City to Los Angeles to work in the fast-paced world of advertising in the mid 1960’s Finley realized the constant heat and sun were doing a rough number on his skin. After searching high and low for a moisturizer that wasn’t pink or floral, he finally gave up and created his own, which he called Super Shape. The first line of grooming products created just for men, which he named Baxter of California, was launched from his Beverly Hills headquarters in 1965.

With the massive success of Super Shape, Baxter began churning out more men’s products including Skin Toner for Men, Enriched Night Cream for Men, Under Eye Concentrate for Men, a vitamin-enriched soap and a soothing shaving cream. By the 1970’s every Hollywood hotshot was slapping their mugs with Baxter’s bounty. Not only had he launched the first men’s grooming line in the US, but he identified it with the preeminent men of that era. Baxter of California developed a solid reputation for producing premier products specially formulated to meet men’s skin care needs, products that have been sought after by everyone from the guys next door to leading men from Hollywood.

Today Baxter of California has a new look and feel with updated packaging, exciting new imagery, new cutting-edge men’s products that target very specific skin care needs, and improved formulations that combine the trusted traditions of science with fine ingredients from nature. Ideal for all skin types, the high-tech assortment works alone or in tandem, providing men with intelligent skin care solutions to anti-aging, shaving, cleansing and basic skin care.

Baxter was the first mens line About Face introduced, and remains one of our most popular mens product lines. Hey guys, it's really OK to take care of your skin. As you age, you'll be glad you did.