PRORASO

Proraso's history is tied to the Florentine family company Ludovico Martelli, founded in 1908. During the late 1940s, founder Ludovico's son Piero Martelli developed a new pre-shave concept in the company's laboratory, which was quickly adopted by Italian barbers. The official Proraso story treats this period as the real birth of the brand and still describes itself as the “Italian barbers' choice since 1948.”

Proraso's strength has always been the combination of barbershop ritual and practical performance. It does not attempt to imitate prestige skincare or decorative luxury; its universe is built around the morning shaving ritual, professional barber expertise, functionality and Italian men's grooming culture. A story connected with four generations of the Martelli family gives Proraso a particular authenticity in which mass-market accessibility and genuine professional heritage comfortably coexist.