Selahatin is introducing the future of oral luxury. With a series of whitening toothpastes, mouthwashes and oral sprays the brand has the ambition to elevate the emotional experiences of everyday ceremonies.

Kristoffer Vural, founder of Selahatin

Selahatin was born from a crisis. Before the age of 30, founder Kristoffer Vural had a stroke that left him paralysed and hospitalized for a year. The stroke made his senses more responsive to scent and taste. It also highlighted the importance of everyday rituals.

"I started to see things differently"

"I realized that the small things in life had a profound effect on my wellbeing. If I had a bad day, brushing my teeth would make it worse. I was desperate for products that I could emotionally connect with, products that could provide a sense of escapism"

The brand has been nominated in Wallpaper Design Awards, was named “one of the best grooming brands in the world” by GQ and called “the world’s most sophisticated toothpaste brand” by Monocle Magazine. Founder Kristoffer Vural has been named one of the most innovative entrepreneurs in the world by Monocle Magazine.