In 1965, Baxter Finley launched Baxter of California, one of the first grooming lines specifically designed for men. Super Shape, the first skin conditioner for men, was the first product launched. This soon led to a number of other men’s products from the company, such as skin toner, night cream, under eye concentrate, vitamin-enriched soap and shaving cream.
In 2000, Baxter of California reinvented itself under the new leadership of Jean-Pierre Mastey. Updated packaging, improved imagery and new men’s products targeted men’s skin care needs. With an epicenter that started on the west coast, Baxter of California continues to reflect its vision of the California lifestyle to men around the world, while adjusting to the changing trends in skin care.