Baxter Finley was way ahead of the curve: He launched his for-men-only Super Shape moisturizer in 1965, a time when men’s skincare wasn’t in most people’s vocabulary. Still, his manly salve was an instant success, and the ad exec soon expanded his line to include a full range of skincare products. By the 1970s his shave creams, toners, and nighttime balms had gained a cult following among the Hollywood crowd. Today, Baxter of California is a staple of the men’s grooming industry.
Men’s skin is different from women’s, and there should be products that cater specifically to guys. The L.A.-based company believes that every man’s medicine cabinet should have a face wash, a face scrub, a shaving cream, a moisturizer with SPF, and a deodorant.
In 2010, Baxter of California opened its first retail operation. The subway tile-lined West Hollywood barber & shop has a straightforward menu (cut, shave, beard trim), vintage porcelain-and-leather chairs, and a celeb clientele (David Beckham and his kids go here).