The year was 1948 when Piero Martelli, on the eve of an economic boom, invented the Proraso Pre Shave Cream. A product whose freshness embodied the spirit of a new found era in Italy. Proraso modelled the new renaissance that was spreading through-out Italy- a fresh new approach to living. Today, as it did then, Proraso meets the needs of its consumers, giving all Italians a perfectly close and refreshing shave.
Over the years, Proraso has changed in shape but the content of its products has stayed the samealways remaining faithful to the brand’s original values: the use of natural ingredients, excellence in research, and respect for tradition.