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A BEAUTIFUL ITALIAN STORY
In 1948, in the company founded in 1908 by his father Ludovico, Piero Martelli invented the Pre-Shave Cream. Efficient and modern, it was first adopted by barbers, and quickly became an icon.
FRESH (RE)START
When Alec needed a refresh on life, he trusted Mike Haar of Haar & Co Barbershop to help him find what was next.
What's Next
We asked some of our favorite barbers to introduce us to some of their favorite clients and talk about what’s important to them. From Los Angeles to Salt Lake City, Boston to New York City we heard stories from these barber and client duos that reaffirmed our core brand values of tradition, loyalty, respect, comfort, and trust. Now, we're proud to share them with you.
LOVED BY CUSTOMERS & BARBERS
"This is the kind of cologne that you would dab on if you were going to ask that girl who took your breath away for her number....or on every date with her when she says YES! As for old guys like me, I put this on to remember when.. And I love it."
-Gregory on Cypress & Vetyer Cologne"After using this product two times, I immediately noticed how smooth my face is. It makes shaving much easier. The best part of my morning/evening routine is the scent of opening the jar."
--Steven on Exfoliating Beard Paste and Facial Scrub"These products have given me the best shaving experience of my life. I used to dread shaving everyday now I look forward to it."
-Anthony on Shave Essentials Bundle: Refresh Formula"I'm somewhat new to shaving with a straight razor so I picked up a couple different types of shaving products. I did not expect a Pre-Shave Cream to become such a big part of my routine - I had no idea what I was missing. Coarse Beard Formula has made a significant difference in how my skin and beard respond to the razor when paired with the shaving cream."
-Jim on Pre-Shave Cream: Coarse Beard Formula"For years I would reply on my old Styptic powder or pencil....I recently switched to the Proraso shaving system, including a safety razor and the Post-Shave Stone. The entire process is great and the stone is an incredible means to seal the pores and any other mishaps that may have happened during the process."
-Tom on Post-Shave Stone