Proraso Red After Shave Lotion

Proraso is a renowned Italian brand specializing in men's grooming and traditional wet shaving products. Founded in Florence in 1908 by Ludovico Martelli, the brand introduced its famous pre-shave cream in 1948, transforming the daily shaving routine across Italian barber shops and homes.

The Red Line (Nourishing) aftershave lotion is enriched with sandalwood oil and shea butter, formulated specifically for coarse beards and dry skin. It is manufactured entirely in Italy at the company's facilities in Fiesole, near Florence.

Proraso remains owned and produced by the parent company Ludovico Martelli S.p.A. While the founding Martelli family retains control and operational leadership, the Italian private equity firm Nuo Capital holds a minority investment to support international expansion.