Proraso Beard Balm

Proraso is a cornerstone of Italian grooming heritage, founded in Florence in 1948 by Piero Martelli within the larger family business established by his father, Ludovico Martelli, in 1908. The brand gained iconic status for revolutionizing the shaving habits of Italians, starting with its famous pre-shave cream. Today, Proraso remains a symbol of Italian excellence in men's care, with all products still being manufactured in Italy at the company's facility in Fiesole, near Florence.

Ownership of the brand is primarily held by the founding Martelli family through their company, Ludovico Martelli S.p.A. In 2019, the family sold a 30% minority stake to Nuo Capital, an investment firm headquartered in Hong Kong. Despite this investment, the Martelli family maintains majority control (approximately 63%) and continues to manage the company into its fourth generation. The brand's philosophy continues to focus on natural ingredients and traditional barbershop quality, bridging the gap between historical techniques and modern grooming needs.