Located in the historic city of Florence, in the Tuscany region of central Italy, Proraso is a fourth-generation family-owned business. It is the oldest and longest-running Italian brand of shave products.

Although the Proraso brand was created in 1948, the company was founded in 1908 by Ludovico Martelli, who specialized in men’s shaving products. In 1948, at the hands of his son, Piero Martelli, this small laboratory began to experiment and innovate and he created a pre-shave cream – proraso means “pre-shave” – and that’s how the Proraso brand was born.

Initially, the product was created for the use of professionals and for 75 years Proraso continues to work with barbers everywhere.

Proraso creates products that stand the test of time, defy passing trends and become classics. Formulas, based on natural and trusted ingredients, are enriched and improved. Packaging is refreshed, and new product lines win over new admirers. But the underlying principle that was defined by Ludovico Martelli remains, to create professional, quality products that deliver a pleasurable and impeccable shave, in the barbershop and at home.