FLORENCE, ITALY – JUNE 16: A barber shaves a visitor in the Proraso Barber Shop realized by Patricia Urquiola during the Pitti Uomo 88 at Fortezza da Basso on Jin Florence, Italy. Initially, the product was created solely for the use by professionals, but in time, Proraso managed to win a place in the hearts of Italian men. It’s no surprise that barbers and their customers fell in love with Proraso. Once this cream - later coined a “Miracle Cream” - was perfected, Martelli family employees visited barbershops all over Italy to introduce this new, innovative product.

It was named Proraso - or “pro shave” - and thus began an Italian self-care empire. However, the natural shift from fragrance to grooming came quickly when Piero invented a Frabelia soon became a well-rounded and well-liked skincare assortment. Ludovico’s son, Piero Martelli, took control of the company beginning in the 1930s and the Martellis’ first original brand, Frabelia Beauty Cream, was launched. Image Courtesy of Proraso Image used with permission by copyright holderĪs the business grew, a dream of Ludovico’s would soon come true: to produce his own products. Due to that success, Ludovico gained access to a widespread network of manufacturers and distributors across all regions of Italy. It’s interesting to know that the beginning of one of the best grooming companies began in distribution of foreign perfumery products. Today, it is a fourth-generation family-owned business, and the oldest and longest-running Italian brand of shave products. The Beginningįounded in 1908 by Ludovico Martelli in Italy, Proraso has as rich a history as it has a shaving soap.

But what about the good ol’ days when men went to their barber to get a hot shave because they enjoyed it? Maybe instead of a shave, they went in to get a little TLC for their beard or mustache? Men’s appreciation for grooming may have dwindled in the mainstream, but for some, it’s always been a way of life. Guys look for more blades to achieve a cleaner shave in as little time as possible. Image used with permission by copyright holderIt seems like men today have forgotten, or never learned, how to enjoy their morning routine.

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