Los Angeles is more than sunshine, palm trees, and the Hollywood hills; it’s a state of mind that extends beyond geography while remaining firmly anchored to its trailblazer origins. It’s a city with a zeitgeist that inspires its residents to embrace what makes them authentic individuals. But, by giving them the freedom to pursue their dreams on their own terms, it has indelibly created a thriving culture populated with, and driven by, like-minded millennials. Home to Baxter of California since 1965, Los Angeles is living, breathing example that identity need not be prescribed or limited by categories of race, religion or gender. It isn’t about who or how to be—it’s about following your own internal compass and embracing a “Life Lived True.” Through the continuation of its “Life Lived True” campaign that launched last year, Baxter of California is now delving even deeper into its exploration of modern masculinity—one that is inclusive of all expressions of masculinity.

Next up, the brand turns its lens towards what defines, inspired cross-sections a cross section of the many unique subcultures that together create the millennial ethos of LA: skate, surf, art, music, and indie. “We are all about connecting with individuals by telling powerful, authentic stories that are relatable and attainable to our consumers. (can you buy ambien at walgreens) How do we do that? By going back to our LA roots. Perfection is no longer the key to beauty in this industry— it’s about authenticity, celebrating individuality, and embracing different lifestyles,” says Baxter of California’s Global General Manager, Yann Joffredo. 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. To join the movement and be the first to know about local events, sign up HERE.