Baxter of California

Created by Baxter Finley in 1965, Baxter of California is one of the original men's grooming brands. 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.