Baxter of California

The Baxter of California brand was launched in the Sixties by an enterprising young marketeer, Baxter Finley. Frustrated by the lack of good quality men's grooming products on the market, he decided to launch his own.

Working with a chemist, Baxter's first product Super Shape was born. Initially, the products were sold via mail order by advertising in the popular men's lifestyle magazines of the day. By the end of the seventies, and through the eighties and nineties the range grew and became popular with many, from the 'guy next door' to the stars of Hollywood.

In 2000, the brand was acquired by Jean-Pierre Mastey, who gave the brand a much needed facelift.