Baxter Of California

Grooming Generations of Gentlemen

Dedicated to elevating the craft of men’s grooming. Curated Grooming for Today’s Modern Man.

Baxter of California:

One of the original men’s grooming brands created by Baxter Finley in 1965. Cutting edge for its time, it started with a single product: Super Shape, a men’s skin conditioner that offered protection from the sun and sea. This gender-specific breakthrough was no gimmick.

Suddenly, guys got grooming:

In the years since then, Baxter of California pioneered a comprehensive range of products tailored to a man’s needs. Years of research by our experts proved that all skin is not created equal.

Our approach:

Is science plus nature, built from the ground up in California. We may be old school in concept, but we’re high-tech in practice.

Bottom line:

Finley’s dry skin began a revolution. Baxter’s legacy meets advanced research: this is the evolution of men’s grooming.