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Proraso was founded in 1908 by Ludovico Martelli of Florence. His son Piero joined the company in 1948. It was at this time that Proraso introduced Crema miraclosa to the Italian public. At that time, shaving was still a ritual that was faithfully done by this tradesman. 60 years later, the company is the best-selling shaving brand from Italy and has grown into a global player.