italians do it better
The years following World War II marked a renaissance for entrepreneurship in Italy. A cultural awakening took place in cosmetics and design, and creativity and inspiration began to flourish among Italian manufacturers. Many older companies, with roots stretching back to before both world wars, were reborn and found new purpose in the pioneering spirit of the time.
Italy quickly became a force to be reckoned with, from iconic everyday products to luxury goods of the highest quality.
Summary
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The article highlights Italian brands with strong traditions, craftsmanship and a distinct sense of quality.
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The focus is on heritage, ingredients and aesthetics, where classic barber culture meets modern skincare and perfumery.
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The overall picture shows how Italian style unites lifestyle, elegance and sensory experience in every detail.
proraso
Proraso, founded as a small cosmetics company in Florence in 1908, is one of these success stories – and would go on to become one of the most influential and enduring brands, constantly evolving over time.
In 1948, Piero Martelli began experimenting with new ideas in his laboratory, leading to the launch of the shaving range that would make Proraso a cult name. The key to its success was the pre-shave cream in paste form and the after shave cream with eucalyptus and menthol – now considered true classics. A cooling, invigorating composition with a distinctive scent, used by generations of Italians and now recognised worldwide.
The range has since expanded with shaving creams, after shaves and shaving soaps. New scents have been introduced, particularly the popular Sensitive Green Tea with its clean and subtle profile. Proraso also stands out for its attractive price-to-quality ratio – everyday products with heritage and reliability.
DISCOVER PRORASO
profumum roma
Italy is not only known for high-quality everyday products – it also produces some of the world’s most luxurious fragrances. PRO FVMVM ROMA was founded in 1996 by the younger generation of the Durante family, whose roots trace back to Sant’Elena Sannita in southern Italy.
The brand is especially known for its high concentration of pure extracts (up to 45–49%), giving the fragrances exceptional depth, longevity and character. These are bold, experimental compositions often inspired by nature, with impressive projection and development on the skin.
The collection spans from daring, character-driven creations to refined everyday scents. The brand has also expanded into home diffusers and body care products, often complementing their fragrances. Italian quality at its most uncompromising.
fornasetti
Another brand rising from the aftermath of World War II is Fornasetti, founded in Milan by artist and designer Piero Fornasetti. Known for its distinctive visual language, the brand has created everything from plates and furniture to lamps and scented objects.
The aesthetic is playful yet refined – bold yet timeless. Today, the legacy is carried forward by his son Barnaba, introducing new expressions such as scented candles in ceramic, often developed in collaboration with perfumer Olivier Peschoux. Once the candle is finished, what remains is a lasting design object.
