Located in the town of San Giuliano, near Milan, in the Lombardy region of northern Italy, Cella was founded in 1899 by brothers Giuseppe and Piero Cella.

Cella master soap-makers developed a unique process to make a high-quality shaving soap. They selected the best ingredients, slowly cooked them in a steam boiler, and then seasoned the batch for a few weeks to concentrate it. Resulting in a shaving soap that was popular with barbers because of the concentrated formula and hydrating properties.

In the late 1950s, the ritual of shaving at barbershops moved to men’s bathrooms and Cella was welcomed there. Cella created its iconic ambassador – the smiling Felice – wearing his pajamas, officially declaring that shaving was a private morning routine.

In the 70s, Nicky Chini, a perfume company founded in 1920, acquired Cella and preserves the original brand.

Today, the company continues to make the award-winning shaving soap and an entire line dedicated to men’s shaving, including a line of beard-care products.