Baxter of California

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.  Moving from New York City to Los Angeles to work in the fast paced world of advertising in the mid 1960’s 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, which he named Baxter of California, was launched from his Beverly Hills headquarters in 1965.

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