Proraso is a historic Italian men's grooming brand founded in 1908 by Ludovico Martelli in Florence, Italy. Owned by the parent company Ludovico Martelli srl, the brand is currently managed by the fourth generation of the Martelli family and is headquartered in Fiesole, a suburb of Florence. Proraso is recognized as Italy’s most iconic shaving brand and a staple in professional barbershops worldwide. Company History and Ownership Founding and Evolution: The company initially started as a distributor of foreign perfumery products. In 1948, Ludovico’s son, Piero Martelli, invented the Proraso Pre-Shave Cream, which became an iconic product and established the brand's presence in the grooming industry. Corporate Structure: While primarily family-owned, in 2019, Nuo Capital, a private equity fund, acquired a 30% minority stake in the parent company Ludovico Martelli for 50 million euros. Expansion: Proraso moved its headquarters to Fiesole in 1990 to accommodate growing demand and expanded into distributing other brands like Marvis toothpaste and Just for Men. Product Lines and Formulations Proraso organizes its professional and consumer products into color-coded lines, each tailored to specific skin and beard types. Green Line (Refreshing & Toning): The original line, formulated with eucalyptus oil and menthol for all skin types. White Line (Sensitive Skin): Designed for easily irritated skin, containing green tea and oatmeal extracts with scents of lime and apple. Red Line (Moisturizing & Nourishing): Created for thick, coarse beards, featuring shea butter and sandalwood oil. Blue Line (Protective & Moisturizing): Aimed at those needing extra hydration, containing aloe vera and vitamin E with a musk and amber scent. Yellow Line: Specifically for close shaving and moisturizing with cocoa butter; typically sold only in Italy. Single Blade Line: A professional-grade range featuring complex fragrances like Wood and Spice, Azur Lime, and Cypress & Vetyver. Core Values and Manufacturing Traditional Methods: Proraso continues to use a traditional "hot soap-making" process for its shaving soaps, which are matured for 10–15 days in climate-controlled rooms to achieve the ideal consistency. Natural Ingredients: The brand emphasizes formulations rich in natural ingredients (approximately 80%) and avoids harsh petro-chemicals. Mission: Proraso's mission is to blend tradition with innovation, protecting the art of professional barbering while providing high-quality tools for at-home use.