Selahatin - New Zealand
Selahatin reimagines oral care, transforming a mundane routine into a luxurious, almost ceremonial experience. Founded by Kristoffer Vural, the brand was born from a deeply personal challenge. After suffering a stroke in his twenties that left him bedridden for a year, Vural’s heightened sensitivity to taste and scent led him to realize the profound impact small, sensory experiences can have on well-being. He sought to create products that foster emotional connections, resonate deeply with users, and offer a form of escapism.
Driven by a desire to elevate everyday rituals, Vural found himself frustrated by the artificial, chemical taste of conventional toothpaste. This dissatisfaction became the catalyst for Selahatin. The brand’s focus on aesthetic beauty and sensorial pleasure has earned it accolades from renowned publications like GQ and Monocle, both of which recognize it as one of the finest luxury oral care lines in the world.
Crafted in Switzerland, Selahatin combines expert formulation with sophisticated design. Each product is more than just functional; it’s a sensual experience. Vural envisioned Selahatin as a product that transports users, offering an escape from the stress of daily life—akin to skincare or fragrance, but for the mouth.
Selahatin’s fluoride toothpastes, with evocative names like Escapist, Amorist, and Sassafras, feature distinctive flavors, carefully crafted with high-quality ingredients that cleanse, exfoliate, polish, and whiten. These toothpastes also offer anti-inflammatory and moisturizing properties, promoting overall oral health while providing a refreshing, emotionally fulfilling experience.
The brand’s sleek bottled mouthwashes incorporate soothing chamomile extract known for its healing and anti-inflammatory benefits, combined with aloe vera and other ingredients that combat bad breath and nurture the mouth. Each product is dermatologically tested and cruelty-free, ensuring both efficacy and ethical integrity.
The name “Selahatin” pays tribute to Vural’s Turkish grandfather, drawing inspiration from the Arabic name Salah ad-Din. It reflects the brand’s essence: a blend of poetic elegance and scientific precision, embodying the sophisticated yet accessible nature of the brand.
Vegan and dermatologically tested, Selahatin products are designed to provide a high-end, indulgent oral care experience that goes beyond hygiene—offering a moment of peace and luxury in every use.
