Cella Milano

Cella Milano is a grooming label rather than a clothing one, and it has been at it since 1899 in Milan. Its best-known product is Crema da Barba, an almond-scented shaving soap that has stayed largely unchanged for over a century. It is still made the traditional way, with a hot-process maturation period in steam boilers. Milanese master barbers used it first. In the 1950s it became a household name, helped by an ambassador called Felice and the slogan "Cella Extra Extra Purissima". The company is family-owned, keeps an Art Deco look, and now also makes natural beard and skincare products. Some were shown at New York's MoMA Design Store in 2019.