PRORASO

Not just a great brand: Proraso is a piece of Italian history, one of unequalled fame and reputation. An excellence that has transformed shaving habits and, for four generations, offered a complete shaving method, designed specifically for the needs of professional barbers and those wanting to look perfectly groomed.

Picture it, it’s 1948: a small Florentine laboratory is experimenting on formulas that work, studying new products. It’s a time of innovation and change, a time to trust in the future and in a small business that they want to grow. This was the year of the Pre- and After Shave Cream, which surprised with its freshness and efficacy. It was first embraced by Italian barbers and then by an ever-growing number of home shavers. The way of shaving changed in an Italy that, at the time, craved change.

The Proraso labs create products that stand the test of time, defy passing trends and become classics. Over time, the formulas, based on natural and trusted ingredients, are enriched and improved, packaging is refreshed and new product lines win over new admirers. But the underlying principle that was defined by Piero Martelli and later by his son Ludovico remains: to create professional, quality products that deliver a pleasurable and impeccable shave, in the barbershop and at home.