Given that 1948 innovation has actually changed, however the passion for our task has not. This is why we aren’t concerned with following fashion, however pursuing quality rather. It has been the Italian barbers’ choice because 1948. For all Italians, It has always been the brand that represents shaving. The Quality has the Exact same Concepts as Ever Nature: Over 95% of our components have a natural origin. Selection: No Parabens, No Silicons, No Mineral Oils, No SLS. Tradition: We guarantee the items’ quality thanks to conventional approaches such as hot soap processing. Time: We let our substances mature gradually in little production in order to acquire more concentrated, abundant and creamy products. It, The King of the Market The leader within experts, It provides all the quality of its products to the best Italian barber stores. With an exceptional fidelity rate, It has recorded a leading position in Italian homes.