Proraso

Proraso is a Florentine grooming institution founded by Ludovico Martelli in 1908, with formal fragrance production beginning in the post-war era. The company became the backbone of Italian barbershop culture throughout the twentieth century, supplying generations of barbers with its eucalyptus-and-menthol shaving cream, aftershaves, and colognes. That signature accord—cool mint, sharp eucalyptus, Mediterranean herbs—is encoded in Italian grooming memory the way Floris is in the British. The house's fragrance line extends this heritage through fresh, invigorating compositions that prioritize cleanliness and bracing clarity over complexity. A single application reads like a freshly sharpened razor on a cold morning: simple, correct, and deeply satisfying. Proraso occupies an unusual market position: genuinely old enough to be heritage, priced accessibly enough to be daily use. Its appeal spans nostalgic Italian-grooming aficionados and younger consumers rediscovering wet-shaving craft.