Because 1948 innovation has actually changed, however the passion for our task has not. This is why we aren’t worried about following fashion, however pursuing quality rather. It has actually been the Italian barbers’ option given that 1948. For all Italians, It has always been the brand that signifies shaving. The Quality has the Same Principles as Ever Nature: Over 95% of our components have a natural origin. Selection: No Parabens, No Silicons, No Mineral Oils, No SLS. Custom: We ensure the items’ quality thanks to standard methods such as hot soap processing. Time: We let our compounds mature gradually in small production in order to obtain more concentrated, rich and creamy items. It, The King of the Market The leader within experts, It provides all the quality of its items to the very best Italian barber stores. With an exceptional fidelity rate, It has actually recorded a leading position in Italian homes.