In the mid-1960s, an enterprising young marketer and advertising guru named Baxter Finley began a search for quality men's grooming products. Motivated by the difficulty in finding them, he founded Baxter of California, a small personal care company headquartered in Beverly Hills, CA. Working with a chemist, he first launched Super Shape, the first skin conditioner for men. This breakthrough soon led to a number of other innovations, including Skin Toner For Men, Enriched Night Cream For Men, Under Eye Concentrate For Men, a vitamin-enriched soap, and a shaving cream. By the end of the 1970s, and into the l980s and 1990s, 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 leading men from Hollywood's Golden Screen era.

Today the tradition continues. Under the new leadership of entrepreneur Jean-Pierre Mastey, Baxter of California has reinvented itself 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 from nature. Ideal for all skin types, the high-tech assortment that work alone or in tandem, providing men with intelligent skincare solutions to anti-aging, shaving, cleansing and basic skincare.