Proraso Refreshing Shaving Foam

Proraso is an iconic Italian grooming brand that has become synonymous with the traditional wet shaving experience. Founded in 1908 by Ludovico Martelli in Florence, Italy, the brand's true breakthrough came in 1948 when Ludovico's son, Piero Martelli, developed the 'Miraculous' Pre-Shave Cream. This innovation transformed shaving from a chore into a professional-quality ritual accessible at home, quickly becoming a staple in Italian barbershops.

The product featured is the Refreshing (Green) line shaving foam, known for its cooling eucalyptus and menthol formula. Proraso remains a family-driven enterprise, currently managed by the fourth generation of the Martelli family. While the company has expanded its global presence and modernized its production facilities, it maintains its headquarters in Fiesole, near Florence, and continues to manufacture its products in Italy to ensure high-quality standards.

Today, the brand is owned by Ludovico Martelli S.r.l., which also manages other classic Italian personal care brands like Marvis. Despite the rise of global grooming conglomerates, Proraso has maintained its status as a heritage brand by blending its rich history with modern dermatological testing and natural ingredients.