proraso
The Italian cult classic
The year is 1948 – a time of innovation and optimism for the future. In a small laboratory outside Florence, a young Piero Martelli experiments with new formulas that would become the world’s first Pre-Shave and later an After Shave Cream. With its surprising freshness and what would become Proraso’s most iconic scent – eucalyptus – the small company quickly takes Italian barbers by storm and reshapes how shaving is perceived.
Summary
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Proraso is built on a long Italian shaving tradition focused on function and simplicity.
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Its products originate from apothecary-inspired formulations developed over generations.
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The brand combines classic wet shaving with modern routines and wide accessibility.
During this period, more men begin shaving at home, and the demand for Proraso’s products grows rapidly – as does the company itself. What once began as a small cosmetics business in Florence in 1908 has evolved into one of the most recognized names in wet shaving. Today, Proraso remains a proud family-owned company, run by the third and fourth generations of the Martelli family.
For me, shaving is a very intimate time that every man has the opportunity to devote to himself,” Stefania Martelli, great-granddaughter of the founder
Proraso creates products designed to stand the test of time and remain true classics. The formulas, based on natural and reliable ingredients, are continuously refined and improved. Proraso products are largely free from animal-derived ingredients, with two exceptions where no equivalent alternatives exist: the shaving brush, made with natural bristles, and the moustache wax, which contains beeswax. In accordance with European Cosmetics Regulation 1223/2009, no products are tested on animals.
The packaging evolves and new product lines are introduced to attract new admirers, but the core principle defined by Piero Martelli and his son Ludovico remains unchanged: to create affordable, professional-quality products that deliver a pleasant and impeccable shave – whether at the barber’s chair or at home in your bathroom. It’s no surprise that Proraso has achieved such cult status within the world of shaving.