Fragrance house

Baxter of California

Baxter of California was founded in Los Angeles in 1965 by Baxter Finley, who developed men’s skincare after finding few products made or packaged for men. Its first product was Super Shape, and during the 1970s the brand expanded into hair care and shaving, with Bravado cologne among its offerings. Around 2000, Finley sold the company to Jean-Pierre “J.P.” Mastey, who updated its packaging while retaining the griffin mark. Under Mastey, Baxter launched Clay Pomade in the 2000s; its official history describes the product as award-winning and top-selling and connects it with the revival of hair pomades. L’Oréal later acquired the brand, and in 2018 Baxter presented itself as a lifestyle brand through the “Life Lived True” campaign, profiling Los Angeles creatives and exploring modern masculinity. By May 2024, Joe Wong was identified as Baxter’s owner and principal after acquiring it from L’Oréal. Its current fragrance presentation includes the California-inspired scents Canyon Incense, Valley Mist, and Pacific Cannabis.