This season we welcome a new addition to our brand lineup deriving from Italy - Cella. In the late 19th century, Milan was a bustling epicentre of culture and activity. The city was alive with fashionable caf_s, theaters, and the glow of electric lights, painting a picture of vibrancy and modernity. Men sported clean-shaven faces with handlebar mustaches, while women favoured wavy hairstyles. It was in this lively environment that Cella, a business focused on beauty, emerged, providing a wide range of products like soaps, perfumes, hair lacquer, and brilliantine to meet the era's new aesthetic demands.
Barbershops sprang up across cities from Paris to London, becoming more than just places for grooming. Shaving turned into a significant social ritual, where people gathered to discuss current events, politics, and sports. These barbershops became important centres of community and conversation.
Cella Milano, A Brief History
Since the early 1900s, fragrance houses have fiercely competed to create the finest soap. In Italy, Cella's master soap-makers were determined to produce a product of exceptional quality. They carefully selected the best ingredients, which were then slowly cooked in a steam boiler before allowing the soap to mature for several weeks, enhancing its concentration. This meticulous process reflects the dedication and craftsmanship of soap-makers committed to achieving perfection.
Cella's commitment to excellence was recognized with a gold medal at the Universal Exhibition in Milan in 1906 and the Grand Cross for industrial achievements in 1908, establishing the company as a leader in Italy's toiletries and perfumery industry.
The Cella Shaving Soap Cream gained popularity among professional barbers starting in the 1920s. Its ultra-concentrated formula, praised as "extra extra super-pure," distinguished it from other products on the market. This unique composition not only provided a higher yield but also offered exceptional hydration, softening facial hair for an easier shave while protecting the razor blade.
Weekly visits to the barber were a ritual no man would miss. These appointments were more than just grooming sessions; they were opportunities for men to converse, share news (sometimes in confidence), discuss work, and plan business. Barbers were trusted confidants, respected for their role as masters of elegance.
The 1950s and 60s marked a significant shift as the traditional shaving ritual transitioned from barbershops to home bathrooms, becoming a private, daily routine. Cella was at the forefront of this change, adapting to the new trend.
To make their product stand out among the growing array of options, Cella tasked their designers with creating distinctive packaging. The result was a vibrant box featuring a man with a thick layer of foamy white cream on his face. The clever twist was depicting the man in his pyjamas, symbolizing that shaving had become a personal, morning ritual performed in the privacy of one's home-a tradition that endures today. This is how the iconic image of "Mr. Felice" (Mr. Happy) was born, a smiling vintage figure who still graces Cella's packaging.
The Kilo format, often referred to as the "kilo bar," was originally designed for barbershops and came in the shape of a square "brick." Barbers would slice off portions as needed, keeping the remainder in its original packaging to maintain its quality. This format was eventually succeeded by a more convenient option created by Cella for everyday consumers, allowing them to easily collect the shaving cream with a brush.
This practical new format, known as the "bowl," featured a jar with a lid and has since become a staple term in the language of shaving rituals. Thus, the Cella bowl of shaving soap cream was introduced, using the same meticulous manufacturing process established in 1899 for its "extra extra super-pure" formula.
Cella continues to build on their heritage hailing from Milan with their latest collection of shaving & beard care products, perfect for a gift or to help master your own grooming routine. Shop our full Cella Milano collection below, available online & in-store now at Stuarts London.
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