If your hair has lost its luster during the many long months of quarantine, then this news is for you — men’s grooming brand Baxter of California released a new deep cleaning shampoo for men on Wednesday, July 22. And unlike your typical drug store shampoo, this hair cleaning product trades the sulfates for natural ingredients that will nourish your scalp and hair.
Most cheap shampoos for men contain sulfates and other chemicals, which strip away the natural oils that your hair needs to thrive. Instead, Baxter of California’s Deep Clean Shampoo includes three natural ingredients that work together to restore your hair’s natural shine while keeping it clean.
The formula contains apple cider vinegar, which improves scalp health and naturally strengthens your hair. Likewise, ginseng further cleans and strengthens hair, while menthol leaves you feeling refreshed.
For over 50 years, Baxter of California has been providing men with luxe hair and skincare products. More recently, the company launched a barbershop in Los Angeles where their products can be tested in the real world. The brand has helped drive some of the biggest trends in the men’s grooming space over the last decade, from the revival of pomade to aluminum-free deodorant.
So while we’ve never washed our hair with apple cider vinegar before, we trust that the brand knows what it’s doing.
The new Deep Clean Shampoo will roll out to select retailers in August, but it’s available now exclusively on the Baxter of California website.
The shampoo comes in a 16 oz pump-top bottle and will set you back $34. That might seem steep for a shampoo, but Baxter of California has always offered premium grooming products. And, besides, you’re almost certainly using way too much shampoo as it is, which means this deep clean shampoo should last you a good long while.
Baxter of California connected us with Carmen Serna, a barber at the Baxter Finley Barber & Shop in West Hollywood, CA. She told us that men should take care to avoid overusing their shampoo.
“It’s important not to over-wash hair, which can dry it out and strip it of natural oils,” Serna told SPY over email. “We recommend shampooing with our new Deep Clean Shampoo one to two times a week, or as needed. Its hydrating and nourishing ingredient profile, containing Ginseng and Apple Cider Vinegar, allows you to use whenever you want to get rid of styling product build-up.”