Males care PRORASO

Proraso has become closely associated with the tradition of Italian shaving and professional barbershops. Its roots lie in the Florence-based family company Ludovico Martelli, founded in 1908. In 1948, Piero Martelli developed an innovative pre-shave cream that was first embraced by Italian barbers and soon became the starting point for the Proraso brand as it is known today.

From the beginning, the philosophy was straightforward: to bring professional shaving performance from the barbershop into everyday home care. Over time, Proraso developed a complete routine covering skin preparation, shaving, and post-shave care, alongside dedicated products for maintaining beards and moustaches.

Its formulas combine natural ingredients with modern cosmetic development. Different ranges focus on refreshing, soothing, moisturizing, nourishing, and protecting the skin and facial hair, allowing the routine to adapt to different shaving and grooming needs.

Today, the company remains in the hands of the fourth generation of the Martelli family. By combining traditional barbering culture with contemporary grooming, Proraso continues to represent a practical, specialized, and distinctly Italian approach to men’s care.