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Founded in 1908, in a small room in the summer heat of Italy, Proraso has now become the longest running Italian brand of shaving products. The brand had a relatively slow start; it earned modest profits in its opening few years, then as time went by, sales began to increase and the reputation of the company grew.
Italian barbers were pleasantly surprised by the smooth efficacy of the shaving cream; in 1948 Proraso had just begun presenting their range of pre shave and after shave products – at the time this was an innovative idea that sparked the market into action.
Proraso went from being a steady brand in the shaving industry to one of its leading players. Some brands would have folded under the weight of expectation, yet the two brothers at the forefront of the brand thrived under the limelight. Their success is exemplified by the timeless products still sold by a brand that continues to go from strength to strength.