Baxter of California

An elevated ecommerce experience for L'Oreal's heritage brand, Baxter of California

Baxter of California is a heritage brand owned by L’Oreal that gives the modern man the tools needed to stay on top of his grooming game. Wondersauce was tasked with re-introducing the e-commerce experience for Baxter of California. By showcasing the heritage of the company with forward-thinking features such as auto-replenish and tools for getting the right product for the right needs, we created a site that delivered on users needs and expectations.


  • UX
  • Design
  • Content Strategy

We learned that educating men on ‘why’ spending more on grooming products was half the battle; to accomplish this, Wondersauce created an experience that blended content and commerce. The site pushed the user experience and visual boundaries of a rigid enterprise system, showing that high end design can always be a complement to brand experience while staying true to a brand’s history and heritage.