Proraso Shaving Foam

Proraso is an iconic Italian brand with a deep-rooted history in professional grooming. Founded in 1908 by Ludovico Martelli in Florence, Italy, the company initially focused on distributing foreign perfumes and grooming supplies. It wasn't until 1948 that the brand truly transformed the market when Piero Martelli, son of the founder, developed the first 'Proraso' pre-shave cream. This innovation pioneered the way for a full line of wet-shaving products that became favorites among Italian barbers and eventually reached households worldwide.

Today, the brand remains highly regarded for its heritage and traditional formulations, often featuring natural ingredients like oatmeal, green tea, and sandalwood. The products are still manufactured in Italy, specifically in the Tuscany region, maintaining the high quality and craftsmanship associated with the 'Made in Italy' label. Ownership has remained within the family for over four generations, currently under the management of Ludovico Martelli S.r.l., which also distributes other high-end grooming and personal care brands such as Marvis.