History of Wet Shaving: Proraso

Images via Proraso

Founded on the motto, “Shaving is an art and a pleasure,” Proraso brings the barbershop experience home – a premium product without a premium cost. And with four lines to suit specific concerns, Proraso seems to really cover the bases, boasting a legion of fans worldwide. The nearly 70-year-old company’s products have become classics.

Here’s a little history behind the popular wet shaving brand:

Keeping it in the Family

In 1908, Ludovico Martelli founded a cosmetics company under his own name in Florence. It wasn’t until Martelli’s son, Piero, came on to the company in 1948 that Proraso was born. Proraso transitioned the focus from cosmetics to shaving.

On the eve of an economic boom in Italy, Piero invented the Proraso Crema Miracolosa, a eucalyptus-based cream that could be used before a shave to soften the beard and after a shave to soothe irritation. You know it today as Proraso Green Pre-Shave Cream. As you might expect, the recipe for the formula of Pre-Shave Cream is tightly guarded, passed down from one generation to the next. Pre-Shave Cream became the first in a line of men’s grooming products now referred to as the Green line.

Proraso Pre-Shave Cream was an instant hit with barbers, and soon word of this fresh, multitasking product spread to Italian men who shaved at home.

Working on formulation in the Florence laboratory.

Targeted Lines for Different Concerns

Following on the heels of the Green line’s success, Proraso released its Red line for sensitive skin, which was discontinued several years ago. The White line eventually picked up where the Red line left off, with gentle formulations for reactive skin types.

The company then proceeded to launch a new Red line, this time targeted towards guys with coarse beards.

Recently, Proraso came out with its Blue line, designed to deeply moisturize dry skin.

Reinvention

In 2012 Proraso reformulated its products, to much discussion on the shaving forums. For the most part the formula stayed the same, but now it became over 95% natural origin and free of parabens, mineral oil, SLS, and silicones.

Find out more about Proraso on its website, and shop Proraso at RoyalShave.

%d bloggers like this: