It's not. Proraso goes for $10 for a 150 ml tube. Maybe you can catch a sale for $9 or something but I think that's as cheap as I've seen it. CO Bigelow regular price is also $10 but Bath & Body Works almost always has a Buy 2 get 1 free sale going on. So you can get CO Bigelow for about $7 per 150 ml tube with tax. So it's a little cheaper but you have to stock up to get the cheap price.