Baxter Of California

For a range of premium grooming products that prove self-care needn’t be pretentious, look to renowned mens’ lifestyle label Baxter of California. Underscored with authentic Los Angelean clout from day one, Baxter of California is the ultimate in mens’ grooming and personal care.

Baxter of California was established in 1965, the brainchild of Baxter Finley. Fed up with not being able to find any skincare products for men on the market, Finley decided to make his own. As consumer desire for quality grooming products grew in the 70s, so did Baxter of California’s cult following. Over the course of the decade, the brand developed and rolled out a range of skincare, shaving and hair care products, cementing themselves as a market leader in the grooming space. This innovative ethos informs everything the brand does, from reigniting the relevance of hair pomades in the 2000s to the game-changing introduction of aluminum-free deodorant in 2012.

THE ICONIC carries a curated selection of Baxter of California grooming products for men. Work your hair the way you want with the brand’s signature Clay Pomade, or customise the texture with their Cream or Hard Cream Pomade options. Style sprays and gels lock your locks in place, while shampoo and conditioner duos cleanse and nourish your strands between styles. Keep your skin in top condition with Baxter’s range of skincare, with cleansers, toners, scrubs and masks designed to slough away dead skin cells and textural imperfections to leave a truly clean canvas. Soap bars, beard oils and convenient capsules of care essentials round out your grooming roster, making it easy to pinpoint and pick up the perfect products for your bespoke routine.

Baxter of California is primed for the discerning guy who knows grooming is a non-negotiable. Browse a tight edit of Baxter of California’s best-loved grooming, shave and skincare online at THE ICONIC, with free and fast delivery to your door.