Founded in 1908 by Ludovico Martelli. It’s 1948: a small Florentine laboratory is experimenting on formulas that work, studying new products. It’s a time of innovation and change, a time to trust in the future and in a small business that they want to grow. This was the year of the Pre and After Shave Cream, which surprised with its freshness and efficacy: it was first embraced by Italian barbers and then by an ever-growing number of home shavers. The way of shaving changed in an Italy that craved change.