BAXTER OF CALIFORNIA
MENS GROOMING INNOVATION SINCE 1965
1965: Baxter Finley launches two firsts: Baxter of California, a skincare company devoted entirely to the men's grooming category, and Super Shape, a skin conditioner for men.
1968: Following directly on the heels of Super Shape's successful launch, Baxter of California debuts Enriched Night Cream and Under Eye Concentrate, two innovative products for men's skin.
1970: With consumer-demand at an all-time high among males, Baxter of California adds three new additions to its men's grooming product family: Skin Toner Scrub, Clay Mask, and Shave Cream.
1974: As the interest in grooming continues to peak in popularity, Baxter of California responds by rolling out cleansing bars, a shampoo and a conditioner.
1974–1990: Baxter Finley capitalizes on his extensive advertising and marketing background, creating a successful ad campaign that makes millions of impressions in GQ magazine.
2000: Jean-Pierre Mastey purchases the company, continuing the Baxter tradition of providing men with superior grooming products.
2000-2001:Jean-Pierre Mastey reinvents the trend setting line, modernizing the formulas, adding innovative, new product offerings to the mix, and updating Baxter's packaging and imagery.
2002: Baxter establishes a solid retail sales base, expanding into upscale boutiques, spas, specialty and department stores.
2005-present: Baxter of California turns 40. Celebrating 40 years of history, the brand strategically partners with key retailers and collaborates with modern men’s lifestyle boutiques, media, and events.
2006: As the men’s fashion and lifestyle markets are hotter than ever, Baxter of California introduces new, modern packaging and new products including Clay Pomade and Hydro Salve Lip Balm while upgrading distribution channels to reach top tier specialty stores and the tastemaker market.
2008: With a focus and distribution channels in the lifestyle market, Baxter of California introduces “Flammable,” a soy wax candle series produced in collaboration with Joya candle and designed by Marc Atlan. The initiative was well received by the media and garnered editorial coverage and opened the door to new retailers such as Colette, Lane Crawford, and other leading boutiques.
2009: The Company’s founder Baxter Finley first launched the original Bravado in the early 1970s, but the fragrance had since been retired for over seven years. As part of Baxter’s expansion into the men’s lifestyle category, Jean-Pierre Mastey, Baxter’s current president, decided to re-introduce cologne into the line. Mastey appropriately named the new fragrances (Bravado 2 and Bravado 3) as homage to the original cologne. Launched at Barneys New York – Colette Paris – Isetan Man Tokyo.
2010: Baxter of California opens its first retail and service operation: BAXTER FINLEY BARBER & SHOP. The shop doubles as a showcase for the brand, and a service headquarter for the research and development of new hair care and shaving products. Additionally, the brand celebrates 45 years of history by partnering with HART STEEL for a “45th” custom black straight razor with 24k gold inlay.
2011-present: Baxter of California continues to launch innovative and consumer requested products; WHITE WOOD (a series of three new candles with complex “woody” scents), POMADE (with the help of the barber shop a full line of five “flavors” are now offered), a third body wash scent (FLORA CASSIS), Deodorant (sensitive skin formula), and hand made combs (Swiss made).
The brand works with high profile and influential brands and retailers on unique and relevant product collaborations: Porter Japan (dopp bag, grooming instruments), colette PARIS (candle), Saturdays NYC (beach soap, candle), Stussy (skate soap, candle) and more …