Baxter of California

The Baxter of California story began in 1965 when unable to find a suitable moisturiser for men, Baxter Finley decided to create his own... their now celebrated 'Super Shape' moisturiser. Baxter of California was then launched from Finley's Beverly Hills headquarters in 1965, earning them the venerable title of the "first modern men's grooming brand", a title which they hold with aplomb to this day.

With the success of Super Shape, the Baxter of California range expanded to include more men's skin care products including Under Eye Concentrate for Men, Skin Toner for Men, Enriched Night Cream for Men, a soothing shaving cream and a vitamin enriched soap. By the late 1970's Baxter of California was an integral part of Hollywood, a testament to the brand's ability to identify with pre-eminent men of that era - not dissimilar the Niven & Joshua appeal today. Baxter of California developed a solid reputation for producing premier, sought after male grooming products that are accessible to everyone, from the guy next door to the leading men of Hollywood.

Baxter of California Grooming Guide

With their heritage as a foothold, Baxter of California used innovation to progress their range; highlights of which include their work with Japanese brand Head Porter, a collaboration with Hart Steel for their limited edition straight razors and the recently opened Baxter Finley Barber & Shop - a nod to the brands founder.