since 1908
An Italian Luxury Shaving Brand
Founded in 1908 by Ludovico Martelli. The oldest and longest-running of shaving products in Italy, Proraso has been innovating professional highest-quality products in the shaving world for generations, and has evolved to become a staple of Italian culture. We are still made today in accordance with a rigorous, hot soap-making process, which results in a very rich soap that produces a thick lather.
Our products are rich in natural vegetable extracts, while free of colourants, parabens, silicones and animal ingredients. All dermatologically tested, proudly present 4 different collections of pre-shave, shave and after shave products to ensure every man and his facial hair is catered for.
An Idea Lab
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 craved change.
Evolution According to Tradition
The Proraso labs create products that stand the test of time, defy passing trends and become classics. Over time, our formulas, based on natural and trusted ingredients, are enriched and improved, our packaging is refreshed and new product lines win over new admirers. But the underlying principle remains that was defined by Piero Martelli and later by his son Ludovico: to create professional, quality products that deliver a pleasurable and impeccable shave, in the barbershop and at home.