Proraso brings the barbershop experience to EICMA 2026 in Milan

In Rho Fiera, Italy, the international two-wheeler fair EICMA 2026 will be the stage for an unusual union between a passion for engines and barbershop tradition. Between November 5th and 8th, the brand Proraso renews its partnership with publications InMoto and Motosprint to bring the world of men's care to the heart of the event, located at Pavilion 10, stand I 76.

The space set up by Proraso will serve as the backdrop for the Pelo&Contropelo column, a format that combines interviews with prominent figures in the motorcycle world while they experience the services offered. The initiative seeks to demonstrate how shaving culture and the two-wheeler universe can meet in an authentic barbershop experience.

During the four days of the fair, readers of the partner magazines will have the opportunity to personally experience the ritual of beard and mustache care. The highlight is the freehand cutting technique, a method that values the precision and artisanal tradition of the craft.

Leading the operation will be Giovanni Cibin, founder of Italian Style Factory barbershop, based in Seveso, Milan province. With his expertise, the professional will transform the moment of personal care into an opportunity for visitors to rediscover the gestures and attitudes that define contemporary men's grooming.

The service will be offered free of charge to EICMA participants, subject to prior reservation. Service hours will run continuously from 10 am to 6 pm, providing a necessary break for those looking to relax after the typical hustle of large international fairs.