Proraso – The icon of Italian shaving since 1948
Proraso is one of the most recognized and respected brands in classic men's shaving, defining the traditional "barber" experience for over 75 years. This family business, which originated in the heart of Florence, Italy, has now become a worldwide favorite for barbers, bearded men, and users who appreciate tradition.
The name Proraso stands for:
tradition + naturalness + a genuine shaving experience.
The Brand's Story – Unchanged Passion for Generations
Proraso was founded in 1948 by Ludovico Martelli, who wanted to create products that would refresh, care for, and facilitate shaving. The first iconic product was the green eucalyptus-based pre-shave cream – still a favorite among barbers.
Over the decades, Proraso has maintained its original philosophy: to provide every man with quality, natural ingredients, and a true Italian barber shop atmosphere.
The brand remains family-owned today and is still proudly made in Florence, just as it was in 1948.
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