Ludovico Martelli founded his eponymous cosmetics company in 1908 in Florence, Italy. Forty years later, in 1948, the company launched a new brand of men's shaving products called Proraso. Their first product was a dual use shave cream that could be used before and after shaving -- to lubricate for shaving and to refresh the skin after shaving.
Over the past 70 years, Proraso products have evolved to feature natural-based formulations with nourishing botanical extracts and natural oils that protect the skin before, during, and after shaving. Proraso products do not contain any ingredients of animal origin, and they are never tested on animals.
From the brand: "Proraso creates products that stand the test of time, defy passing trends, and become classics. Over time, our formulas, based on natural and trusted ingredients, are enriched and improved, our packaging is refreshed, and new product lines win over new admirers. But the underlying principle remains that was defined by Ludovico Martelli: to create professional, quality products that deliver a pleasurable and impeccable shave, in the barbershop and at home."