What Proraso does

Proraso is a 1948-established Italian brand of professional and consumer shaving and beard-care products, owned and manufactured by Ludovico Martelli S.p.A., a fourth-generation family company founded in 1908 and headquartered in Fiesole, near Florence. The product portfolio is organized into two families: a complete wet-shaving system (pre-shave cream, shaving soaps in jar and tube, shaving foams, aftershave balms and lotions, professional brushes, repairing gels) and a beard and moustache care line (beard wash, balm, oil, hot oil treatment, moustache wax, cologne, beard brush), arrayed across five functional product lines (Rinfrescante, Pelli sensibili, Barbe dure, Protettiva, Nutriente) and multiple fragrance collections. Manufacturing relies on traditional hot-saponification chemistry with 10–15 day climate-controlled maturation in small batches, using natural-origin ingredients such as eucalyptus oil, menthol, oat extract, green tea, shea butter, sandalwood oil, cocoa butter, aloe vera, and vitamin E; production takes place entirely in Italy.

The commercial model is a hybrid of direct-to-consumer e-commerce across three regional storefronts (proraso.com for Europe, usa.proraso.com, canada.proraso.com), Amazon marketplace distribution in Canada, and a deep professional barber channel. The 'Trova la barberia' locator and Proraso Academy training program indicate that barbers are not merely retail outlets but are cultivated as a recurring professional user base across Italy, France, Germany, Poland, Spain, and the United States. Pricing is unit-based across a broad SKU catalog and is not publicly disclosed on the company's own sites. There is no disclosed revenue figure; the company remains privately held with 101–250 employees, no external funding rounds, and no AI, app, or API infrastructure referenced in the available data.

Name

Proraso

Legal name

Ludovico Martelli S.p.A.

Website

https://proraso.com

Company type

Private

Founded year

1948

Operating status

Operating

Headcount range

101–250 employees

Short description

Proraso is a fourth-generation Italian brand, owned by Ludovico Martelli S.p.A., that manufactures traditional wet-shaving soaps, creams, aftershaves, and beard-care products in Italy and sells them globally to both professional barbers and at-home consumers through regional e-commerce sites, Amazon, and a multi-country barber network.

Ownership category

akta.pro rank

Headquarters

HQ city

Fiesole

HQ country

Italy

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Operations, Supply Chain, Personnel, Marketing or Sales, Technology or R&D

Revenue model

1. Consumer Product Sales: Proraso generates revenue through the sale of professional-grade shaving and beard care products directly to consumers via their e-commerce platforms and through barber shops. Products include pre-shave creams, shaving soaps, shaving foams, aftershave balms, lotions, beard oils, beard balms, beard washes, mustache wax, colognes, and accessories.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels5 records

Core offering

Proraso manufactures and sells a complete traditional wet-shaving and beard/moustache care product system under the Ludovico Martelli S.p.A. family company. The range covers pre-shave cream, shaving soaps (jar and tube), shaving foams, aftershave balms and lotions, beard washes, beard balms, beard oils, hot oil treatments, moustache wax, colognes, and accessories such as shaving brushes and beard brushes, organized into five skincare lines (Rinfrescante, Pelli sensibili, Barbe dure, Protettiva, Nutriente) and additional fragrance collections. Products are sold directly to consumers via regional e-commerce sites and through professional barber shops across Europe, the USA, and Canada.

Product overview

Proraso is a traditional Italian grooming brand offering two interconnected product families: a comprehensive shaving system and a beard/moustache care line. The shaving portfolio includes the iconic Crema Pre Barba (Pre-Shave Cream), traditional Sapone da Barba in ciotola and Sapone da Barba in tubo (shaving soaps in jar and tube), ready-to-use Schiuma da Barba (shaving foams), Balsamo Dopobarba (aftershave balms), and Lozioni (aftershave lotions), complemented by professional brushes and repairing gels. The beard care line includes Detergenti (beard washes), Balsamo Cura Barba (beard balms), Olio Cura Barba (beard oils), Olio Ristruttura Barba (hot oil treatments), Cera Baffi (moustache wax), Colonie (colognes), and beard brushes. Both lines are organized around four fragrance families: Rinfrescante (Refreshing with Eucalyptus/Menthol), Pelli sensibili (Sensitive with Oat/Green Tea), Barbe dure (Coarse beards with Sandalwood/Shea Butter), and Protettiva (Protective with Aloe/Vitamin E), plus specialty fragrances for beard care including Wood and Spice, Azur Lime, and Cypress & Vetyver. Products are manufactured in Italy by Ludovico Martelli S.p.A., founded in 1908, with Proraso brand established in 1948.

Differentiator

Problem solved

Functional benefit

Products and services

• Crema Pre Barba (Pre-Shave Cream) Iconic pre-shave cream that prepares the skin for shaving by moisturizing and softening the beard to enhance soap and foam performance. Available in Rinfrescante (with Eucalyptus and Menthol), Pelli sensibili (with Oat and Green Tea), Barbe dure (with Sandalwood and Shea Butter), and Protettiva (with Aloe and Vitamin E) lines; targeted at both professional barbers and at-home consumers.
• Sapone da Barba in ciotola (Shaving Soap in Jar) Traditional shaving soap produced in small batches using the hot saponification process and matured 10–15 days in climate-controlled chambers to reach optimal humidity, structure, and fragrance. Available in Rinfrescante, Pelli sensibili, and Barbe dure variants for professional and home wet shavers.
• Sapone da Barba in tubo (Shaving Soap in Tube) Fine, dense, and creamy shaving soap in tube format produced via the hot saponification process (overnight reaction). Available in Rinfrescante, Pelli sensibili, Barbe dure, and Protettiva variants; suitable for travel and home use.
• Schiuma da Barba (Shaving Foam) Ready-to-use aerosol shaving foam based on vegetable stearin and enriched with natural ingredients for razor glide. Available in Rinfrescante, Pelli sensibili, Barbe dure, Protettiva, and Nutriente (Cocoa Butter and Shea Butter) variants.
• Balsamo Dopobarba (Aftershave Balm) Alcohol-free aftershave balm that accelerates skin normalization and restores the hydro-lipid layer after shaving. Available in Rinfrescante, Pelli sensibili, Barbe dure, and Protettiva variants.
• Lozione (Aftershave Lotion) Aftershave lotion that revives, tones, and provides immediate post-shave skin relief. Available in Rinfrescante (with Witch-hazel water) and Barbe dure variants.
• Pennello professionale (Professional Shaving Brush) Professional shaving brush with natural bristles of precise length and rigidity, designed for optimal soap lathering; bristles swell in hot water to retain soap for a richer lather.
• Gel riparatore (Repairing Gel) Repairing gel that creates a thin protective barrier to resolve minor shaving problems; applied directly to affected areas after shaving.
• Detergente barba (Beard Wash) Beard cleanser for washing facial hair, available in four fragrance lines: Rinfrescante, Cypress & Vetyver, Azur Lime, and Wood and Spice; designed for daily beard hygiene.
• Balsamo Cura Barba (Beard Balm) Beard balm formulated for short beards that reduces itching, softens beard hair, and nourishes the underlying skin. Available in Rinfrescante, Cypress & Vetyver, Azur Lime, and Wood and Spice fragrances.
• Olio Cura Barba (Beard Oil) Daily-use beard oil that maintains softness and disciplines the beard. Available in Rinfrescante, Cypress & Vetyver, Azur Lime, and Wood and Spice fragrances.
• Olio Ristruttura Barba (Hot Oil Treatment) Intensive weekly beard treatment for coarse and rebellious hair; currently offered in Wood and Spice fragrance.
• Cera Baffi (Moustache Wax) Mouldable moustache wax for shaping all moustache styles, based on Shea Butter and Beeswax; offered in Wood and Spice fragrance.
• Colonia (Cologne) After-shave cologne that provides freshness by stimulating skin thermoregulation; available in Cypress & Vetyver, Azur Lime, and Wood and Spice fragrances.
• Spazzola barba (Beard Brush) Beard brush with bristles 50% natural and 50% synthetic, designed to detangle even rebellious beards and facilitate thorough cleaning.

Quantifiable outcome

• Products used successfully by barbers and consumers for over 75 years

Named customers9 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature3 records

Scale indicators4 records

Recent moves8 records

Expansion highlights6 records

Direct peers

• Truefitt & Hill: Established London-based men's grooming house offering shaving soaps, creams, aftershaves and beard care primarily to barbershops and specialty retail. Same heritage/professional channel profile as Proraso, with a slightly more luxury price point.
• Taylor of Old Bond Street: Historic British men's grooming brand with a near-identical product set (shaving soaps, creams, colognes, beard care) sold through barbershops and DTC. Directly comparable heritage positioning, retail channel mix, and price tier to Proraso.
• The Art of Shaving: Premium men's shaving brand (shave soaps, creams, aftershaves, brushes) sold through company-owned stores, barbershops and DTC. Overlaps with Proraso on product, customer and channel strategy, with a stronger mall-retail presence in the US.
• Cella Milano: Italian competitor in traditional shaving soaps and creams with a long heritage and similar barbershop-led distribution. Direct domestic rival to Proraso in the Italian professional grooming market.
• Geo. F. Trumper: Long-standing British barber-supplier of shaving soaps, creams, colognes and grooming accessories. Comparable heritage brand selling into the same professional barber channel and DTC consumers as Proraso.

Emerging players

• Beardbrand: US-based digitally native men's grooming brand with a strong beard care and shaving portfolio sold primarily DTC. Competes with Proraso for the same end consumer via different (digital-first vs. professional channel) routes, pressuring category pricing and marketing.
• Captain Fawcett's: UK-based independent men's grooming brand specializing in beard oils, balms, moustache wax and shaving products, with strong barbershop and DTC presence. Smaller and more recently established than Proraso but increasingly visible in the same channel.

Broad incumbents

• Clubman Pinaud: Heritage men's grooming brand (now under American International Industries) selling aftershave, shaving products and colognes widely in US barbershops and mass retail. Mass-market incumbent competing for the same professional channel and consumer.
• Acqua di Parma: Italian luxury lifestyle house with a Barbiere line of shaving and beard care products sold through department stores, specialty retail and DTC. Competes with Proraso for the same Italian-heritage grooming customer at a higher price tier.
• Kiehl's: Large premium personal care brand (L'Oréal) with a men's line including facial cleansers, shaving products and beard care. Competes for the same at-home male grooming consumer but from a much broader product portfolio and global retail footprint.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/proraso
• Facebookfacebook.com/Proraso

Compliance5 records

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Proraso