| 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,
Baxter Finley 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, Under Eye Concentrate For Men, a vitamin-enriched soap, and a
shaving cream etc. 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. The 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, Jean-Pierre Mastey, who purchased the company from
Finley in 2000, 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 with nature. | 
