Baxter of California | Grooming Authenticity

by Andie Eisen

Los Angeles will always be the final frontier of the American west. It is a cul-de-sac of aspirations formed by the wild dreamers too restless to settle before reaching the edge of all possibility. The history of our beloved City of Angels is prelude to the individualism etched in every neighborhood housed in the untamed sprawl from the valley to Venice beach. Bonded together as like-minded idealists, LA will always be a site of pilgrimage for all individuals unsatisfied with the status quo. Celebrating it’s twentieth year in Los Angeles, Flaunt numbers among the millennial twenty-somethings giving a voice to the shapeshifting face of the city. After the launch of our Prelude Issue: Volume One of our 20th Anniversary campaign, we are looking to Baxter of California for that clean shave and perfect coif to give us a fresh face for our birthday celebration.

Baxter of California holds a mirror to Los Angeles in more ways than one. As a men’s grooming brand specializing in hair and skincare products, Baxter encourages us Angelinos amplify our individual style, emboldened by their expertly crafted products. Baxter of California’s Global General Manager, Yann Joffredo states, “To us, grooming is much more than personal care—it’s about embracing your own imperfections and feeling empowered to make your own unique mark in the world.” Baxter products are tools in service of our own self-image and not any prescriptive standard of beauty. 

Founded in 1965 by Baxter Finley, this company strides confidently through the intersection between individuality and community. This company capstone is manifested in their "Life Lived True" campaign, which explores all walks of life in Los Angeles. All spectrums of race, religion, and gender are given a voice in “Life Lived True.” To spearhead this campaign, Baxter gathered five unique creatives that act as ambassadors to a unique array of LA subcultures. With the help of 16-year barbering veteran, Julius “Juliuis Caesar” Arriola, each subject is groomed to highlight their personal style. Julius explains, “With these looks, I made sure not to alter the individuals away from their genuine ‘anything and everything goes’ lifestyles, but instead to bring their strong, unique features to the forefront."

Baxter of California opens its doors to an extensive spectrum of modern masculinity, not wanting to be narrowly defined as a ‘men’s brand', they’ve turned their focus to the relationships between subcultures in Los Angeles: skate, surf, art, music and indie. Baxter has delved into the various iconic LA subcultures by taking portraits and shooting portraits and video at ‘locals only’ spots such as Jimmy’s Burgers, Sunset Boulevard and parts of Downtown LA. Yasmin Dastmalchi, Global Head of Marketing explains, “Both he [Julius] and our company believe that creative expression must always be free from stereotypes and judgement—Los Angeles isn’t about putting people in a box, it’s about tearing down walls.” Whether you have the shaggy mane of a British rocker or that bleached NSYNC pixie coif of a skater chick, Baxter of California wants you to live the truest version of your unique style. 

Baxter of California continues to explore the ever-evolving zeitgeist of Los Angeles though the lens of their “Life Lived True” campaign. Through a series of pop-ups in LA this June, men and women of LA will get a chance to experience the complimentary barbering and skincare services that Baxter provides. Baxter asks us to embody California as a state of mind, a “Life Lived True” is about following your internal compass and becoming a pioneer of your own style. It might be the wild west out here, but even cowboys need a clean shave sometimes. 

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