S-BEAUTY SPECIAL

Selahatin’s luxurious whitening toothpastes combine artisan aromas with sleek aesthetics

”Our products cost more than generic brands for the same reasons premium soaps have a higher price tag than what can be found in supermarkets,” founder Kristoffer Vural explains.
By JOHAN MAGNUSSON
December 13, 2021

After the huge K-beauty trend and its 10-step-routines, there’s a growing global buzz for Scandinavian S-beauty and its innovative products with sustainability at its very core. In the latest issue of our printed magazine, we highlight 13 innovative beauty launches. This is #11.

Vural shares how oral care hasn’t changed in the past 70 years and is typically centered around functionality. Selahatin, he states, is something completely different.

— We’re an oral luxury brand that has the ambition to elevate the emotional experiences of everyday ceremonies — we’re the only brand in this domain that is doing ritual-centered oral products.

Tell us about your range of toothpaste.

— Currently, we’re offering a range of whitening toothpaste and mouthwashes in a plethora of artisan aroma blends. But of course, we’re offering high-quality products from a clinical perspective. Selahatin is made in Switzerland, which is the world leader in oral care.

— But what is really driving me is to make oral products that you can emotionally connect with. And what I’m trying to do is to create aroma blends that are like perfume for your mouth. I want to make products that feels so good to use that everyone who tries them will be able to forget about reality and be taken to this magical place for a moment.

— If you have used Selahatin it will be close to impossible to go back to whatever you were using before. It’s far more superior, Vural states. He adds:

— Our products cost more than generic brands for the same reasons premium soaps have a higher price tag than what can be found in supermarkets: the products are not as water-diluted so they will last you longer, better raw materials, high-grade aromas, and quality packaging materials.

And for someone used to toothpaste from any of the bigger brands, what difference do you aim that they’ll experience when trying yours?

— I think they will start to realise that this routine can be turned into daily ceremonies that you can actually look forward to. With our products you can access emotions and memories and experience something that has heart and soul.

What else do you have coming?

— We have just launched Eau d’Extrait Oral, a series of sexy oral sprays that will be a perfect on-the-go companion when you’re travelling, prepping for a date, or a meeting. We’ve distilled the aromatic and nourishing properties into their absolute essence and it’s a great experience using these. Mouth sprays generally have high utility but they are sort of embarrassing to use. I’m religiously convinced Eau d’Extrait Oral will become a chic beauty accessory like lipstick, Vural concludes.

Toothpaste by Selahatin in our latest issue
Set design: Niklas Hansen
Photography: Anders Kylberg

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