Proraso is the oldest, best-known and quite certainly also the most popular brand of wet-shaving and other men's grooming products in Italy with quite some tradition, since it was founded as early as 1948. It's their Green line that contains some of their most iconic products. However, their other lines are worth mentioning as well. The White line with aloe vera is meant to be used for sensitive skin, the Red line with sandalwood is particularly popular among those with especially unruly beards that require some taming.
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