Baxter of California
Skin Care, Beauty Products, Cosmetic Products
- The evolution of men's grooming
Given the recent boom in men’s grooming and all the hype of new
products, ingredients and celebrity endorsements, Baxter Finley must be
having a great laugh.
Finley is the unsung father of the modern men’s skincare industry.
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.
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 skincare needs, and improved formulations that
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.
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