For almost a century, Proraso has transformed the art of shaving into a pleasurable daily ritual. Three generations of shaving that have made history. 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 a fresh new approach to living throughout Italy. Today, as it did then, Proraso meets the needs of its consumers, giving all Italians a perfectly close and refreshing shave. We continually look to the future because we are reminded each day of where we came from. Over the years, Proraso has changed in shape but the content of its products has stayed the same always remaining faithful to the brand’s original values: the use of natural ingredients, excellence in research, and respect for tradition. The unique experience of Proraso is able to tell the history of the brand, which has become a guarantee of quality in the world of shaving.