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Filed under: EDC 

Baxter of California

Established: 1965  |  Country of Origin: USA

Baxter Finley is the unsung father of the modern men’s skincare industry. Moving from New York City to Los Angeles to work in the fast-paced world of advertising in the mid 1960s, Finley realized the constant heat and sun was 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, 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 1970s, 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, 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 skincare needs, products that have been sought after by everyone from the guys next door to Hollywood’s leading men.

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