Since 1948 technology has changed, but the passion for our job has not. This is why we aren't concerned with following fashion, but striving for quality instead. It has been the Italian barbers' choice since 1948. For all Italians, It has always been the brand that symbolizes shaving. The Quality has the Same Principles as Ever Nature: Over 95% of our ingredients have a natural origin. Selection: No Parabens, No Silicons , No Mineral Oils, No SLS. Tradition: We guarantee the products' quality thanks to traditional methods such as hot soap processing. Time: We let our compounds mature over time in small production in order to obtain more concentrated, rich and creamy products. It , The King of the Market The leader within professionals, It offers all the quality of its products to the best Italian barber shops. With an exceptional fidelity rate, It has captured a leading position in Italian homes.
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