Celebrating 75 Years of Proraso
Stretching across generations there has been a suite of Italian brands that can humbly or boastfully celebrate their own longevity, legacy, resilience and popularity. They are the brands that many of us around the world are likely familiar with. Italian brands such as Ferrari, Ducati, Pirelli, Barilla, Campari and Versace to name just a few. It can be agreed that each are still leaders in their respective industries and categories.
When it comes to men’s grooming there is always one Italian brand that has remained at the top, and that is the popular Italian brand Proraso. Proraso is this year celebrating 75 years of looking after the grooming needs of men around the world. Specialising in men's grooming products such as shaving creams, soaps, and aftershaves, it has a long and rich history that dates back over a century well before it sat on the shelves of Italian Barbershops. But where did it all start?
The story of Proraso actually began in 1908 in Florence, Italy, when Ludovico Martelli founded a company called Martelli & Co. Initially, the company focused on producing products for professional barbers, including creams, lotions, and other grooming essentials. In 1948, Martelli & Co. saw an opportunity and launched the Proraso brand, which quickly gained popularity among Italian barbers due to its high-quality formulations and effective performance.
During the mid-20th century, Proraso became widely recognised as a leading brand in the Italian grooming industry. The brand's success was attributed to its commitment to using natural ingredients and producing products that offered a superior shaving experience. Proraso's iconic products were known for their refreshing and invigorating scents, which included eucalyptus, menthol, and other botanical extracts. This can still be seen in their products today.
In the 1960s and 1970s, Proraso experienced significant growth and expanded its product range to cater to a broader consumer market. The brand's products were not only appreciated by professional barbers but also gained popularity among men who preferred to shave at home. Proraso's focus on quality, affordability, and a classic Italian barber experience resonated with a wide audience.
Over the years, Proraso has continued to innovate and adapt to changing consumer preferences while staying true to its heritage. The brand introduced new product lines, including pre-shave creams, beard care products, and grooming accessories, all of which are available at Gentleman & Son. Proraso products are formulated with carefully selected ingredients, such as vegetable-based oils, shea butter, and natural extracts, to provide a smooth and comfortable shaving experience.
Today, while many brands may come and go, Proraso remains a prominent name in the men's grooming industry. Its products are favoured the world over by many barbers and individuals who appreciate traditional wet shaving. The brand's commitment to quality, craftsmanship, and a passion for classic Italian grooming traditions continues to define its identity and make it a trusted choice for men seeking a superior shaving and overall grooming experience.