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Proraso, a beautiful Italian story

It is 1948:a small Florentine laboratory experiments with formulas that work and studies new products. It's a time of innovation and change, a time to have faith in the future and in a small business they want to grow. This was the year of the Pre and After Shave Cream, the first products from Proraso. Freshness and efficacy was first embraced by Italian hairdressers and then by an ever-growing number of people. The way of shaving is changing in an Italy that was ready for change. The shaving cream and aftershave have stood the test of time and more products were gradually introduced.

Evolution and tradition

The Proraso laboratories use natural and trusted ingredients. The packaging has been renewed and new product lines have been added to win new admirers who, in addition to shaving and aftershave, also consider their beard important and find their liking in the beard shampoo and beard soap lines. But the premise remains as defined by Piero Martelli and later by his son Ludovico:professional, high-quality products that deliver a pleasant and flawless shave, in the barbershop or at home.