Proraso emerged from a small Florentine laboratory after the Second World War. After years of devastation, destruction and autocratic rule, a new era of innovation and change blossomed in post-war Europe. It was a time to trust in the future and this small business was set to grow into an iconic stalwart which now supplies a global market.
Piero Martelli, and later his sone Ludovico, began experimenting with workable formulas and studied new products. In 1948 the Pre and After Shave Cream was launched and surprised many 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 craved change and continues to evolve on a range of products that have truly stood the test of time.
The Proraso formulas are based on natural and trusted ingredients but are enriched and improved over time while retaining the underlying principle set by Martelli decades ago: to create professional quality products that deliver a pleasurable and impeccable shave; for the barbershop and at home.
