As a follow up to last year’s “Life Lived True” campaign, a campaign created to celebrate diverse definitions of modern masculinity, men’s grooming brand Baxter of California is back with another exciting campaign.

This year the men’s grooming brand is sticking to it’s LA roots but turning the lens towards LA’s unique subcultures, diving a bit deeper into the exploration of modern masculinity — one that is inclusive of all expressions of authenticity, celebrating individuality, and embracing different lifestyles. This new direction focuses on the people by which Baxter’s brand and products are inspired by – grooming is more than personal care but how you embrace your imperfections and make your mark in the world.

Notable Quotes: “Our vision of a life lived true continues to be about the lifestyles of the people by which Baxter of California‘s brand—and products—have been inspired. 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.” -Yann Joffredo, Baxter of California’s Global General Manager

Baxter of California will continue to explore the campaign sub-communities of Los Angeles through a series of pop ups beginning June 2018 that will feature complimentary barbering and skincare services for men and women.