Fresh Breath: Selahatin Is The Future of Luxury Oral Care

The oral care industry has long remained unchanged – clinical tubes of near identical, mint flavoured toothpastes and mouthwashes from pharmaceutical conglomerates are the only thing you’ll find on store shelves. In the interest of radical innovation, it’s a market that’s virtually untapped; we do what the dentist tells us and our daily routines stay the same. Enter Salahatinthe Stockholm-based brand coined as the “future of oral luxury”. Founded by fashion designer/publisher turned oral artisan Kristoffer Vural in 2016, it’s taking an unexpected approach to oral care by focusing on elevating the emotional experiences of everyday ceremonies through the “sensory expansion” of an oral/visual product range, making the nightly scutwork a treat rather than a chore.

Vural, who’s of Turkish-Swedish descent, has created an offering of whitening toothpastes, mouthwashes, oral sprays and product accessories that have more in common with the perfume industry than mainstream dental products. Observing that most beauty products like perfumes for instance, combine emotion and sensual receptibility with function, Vural wanted to bring this way of working into oral care as well. Selahatin’s signature proposal, ‘Of Course I Still Love You’, for example, blends verbena, bergamot, cardamom and pine, while one of its more recent releases, ‘Snowfall’, mixes peppermint, sweet mint and menthol. It’s mint, but not just mint; compounding flavour-rich ingredients like sassafras, eucalyptus, cucumber, bitter orange, lime, anise, cinnamon and more. In all sincerity, what Selahatin does is entirely unexpected; you won’t realise you need until you try it, but trust me when I say a single taste will make it hard to go back to your old supermarket spearmint. Selahatin takes the mundane act of brushing one’s teeth and makes it sublime; a whole new blissful experience that you’ll actually look forward to.

Plus, it’s a favourite of fashion’s dark lord, Rick Owenswho raved about the brand in an interview with AnOther. “I had no idea how he found it or why he would use it,” Vural recalls. “I have been wearing his stuff for about 30 years, and he’s a real inspiration of mine so that was a good day at the office.”

Vural’s idea for the brand was born from, like many of the best things are, hardship. When he was 25 he suffered from a stroke that paralysed the left side of his body and confined him to a hospital for a year. As an outcome of the affliction, Vural developed a particular sensitivity to “all kinds of stimuli”, namely taste and smell. “I started to experience aromas like colours,” he says. A rather serendipitous turn of events, the founder unwittingly developed synesthesia, a rare sensory condition that allows him the ability to taste and smell colours, and to see smells and flavours.

While in physical rehab (“a pretty dark period” of his life), one of the only things Vural could do to feel some semblance of normalcy was to place value in the things he would do on a daily basis; the repetition, ritual and ceremony of it all. “I think that when you’re suffering, you really start paying attention to what’s beautiful,” he says. “I had to start my day with brushing my teeth and I hated that because it just made a bad day worse. It tasted like a super synthetic chemical that was too strong, so I started thinking, ‘there’s got to be a way to make this an experience you can actually look forward to’.” From his stroke, came synesthesia, a distaste for traditional toothpastes and a desire for something different – the unique blend of ingredients that make up Selahatin.



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