Back to the Class Groom

Baxter of  California, the Los Angeles-based men's grooming company launched an educational video series that addresses the many personal care questions men have in a humorous way. Titled “WTF,” the series will initially include 10 videos that cover a variety of topics, that are then answered with the same satire and hyperbole that it's “tongue in cheek” name would suggest.


The first video in the series debuts today and will officially kick off “WTF Wednesdays.” Each week following, Baxter of California will release a new video in the series on its YouTube channel and social media networks. The first video, which stars Comedian Justin Martindale, who has written for the legendary Joan Rivers  on E!'s Fashion Police, will answer the question “What is the difference between antiperspirant and deodorant?” The WTF Video Series will also feature  Tobias Jelinek, who most recently appeared as the lead agent in the Netflix hit series “Stranger Things,” as well as comedian Karl Hess and actor Jay Ali.


Baxter of California is on a mission to innovate how men get educated on grooming. The company's core consumer, the Millennial man, wants content that entertains him as well as provides factual and relevant information, according to Nathan Puksta, Head of Baxter of California and Baxter Finley Barber & Shop.


“We are excited to release our groundbreaking “WTF Video Series” as a testament to Baxter of California becoming the prominent resource for all things grooming,” 


In addition to the WTF Video Series, Baxter of California will launch Baxterpedia, an online destination that will house answers to common grooming questions via videos, blog posts, glossary of terms, and much more. Set to debut mid-September, Baxterpedia will allow customers access to existing content, as well as the opportunity to submit their own questions and be a part of Baxter of California's content development!