Proraso After Shave Balm

Proraso is a quintessential Italian grooming brand founded in 1908 by Ludovico Martelli in Florence. The brand became a staple of Italian barbering culture in 1948 with the introduction of its cooling pre-shave cream. Today, Proraso remains a symbol of traditional shaving craftsmanship.

The product is manufactured in Italy, specifically in the Fiesole region near Florence, where the company maintains its production facilities to ensure quality control and heritage. The brand is owned by Ludovico Martelli S.p.A., which continues to be a family-controlled Italian company despite receiving minority investment from private equity firms over the years to fuel international growth. It continues to be synonymous with the Italian 'Barbiere' (barber) lifestyle.