Selahatin

Selahatin is a byword for luxurious and sophisticated toothpaste and oral care, making ceremonial of everyday rituals. Founder Kristoffer Vural believes that even the small things have a profound effect on wellbeing, and seeks to make products that foster emotional connection, resonance, and a sense of escapism.

The brand itself was born out of a crisis. A stroke before the age of 30 left the founder paralysed and hospitalised for a year, making his senses more responsive to scent and taste: “if I had a bad day, brushing my teeth would make it worse. I was desperate for products that I could emotionally connect with”. Vural detested the synthetic and chemical taste of common toothpastes.

Selahatin products are beautiful on the eye and in the mouth, receiving high praise for their sleek aesthetic and gorgeously perfumed taste. GQ named Selahatin one of the best grooming brands in the world, and Monocle concurs: by their lights, Selahatin is the world’s most sophisticated toothpaste brand. 

• Selahatin is a Stockholm based brand of luxury oral care, made in Switzerland. 
• Its founder, Kristoffer Vural, wants people to “use Selahatin and forget about reality and whatever everyday stuff is going on”. It is like skincare and fragrance for your mouth.
• Selahatin fluoride toothpastes, with names such as Escapist, Amorist, and Sassafras, have distinctive taste profiles - loaded with quality ingredients designed to cleanse, exfoliate, polish, and whiten the teeth, in addition to anti-inflammatory, balancing, and moisturising qualities.
• The sleek bottled mouthwashes utilises chamomile extract for its healing and anti-inflammatory qualities, blended with aloe vera and ingredients that inhabit bad breath and care for the mouth.
• The name? Selahattin is a Turkish name, deriving from the Arabic Salah ad-Din. It is an homage to Vural’s Turkish grandfather - with a sound that is both poetic and clinical, the essence of the brand itself.
• Vegan/Cruelty Free. Dermatologically tested.