Tenax is a new hair product from the the creators of Proraso. For a pretty big portion of its 70-year history, the Italian shaving brand Proraso has been getting requests from barbers to make hair care and styling products — requests that it consistently and politely declined. The family behind Proraso, the Martellis, have long maintained that because the literal translation of Proraso is “pro shave,” they had an obligation to focus on the hair that comes out of a man’s face, not out of the top of his head.

But that changed last year, when they launched a shampoo and a selection of styling products in Italy under the name Tenax. 

This is a direction for the new product design at Al Magreal - Florence, Italy.