Selahatin | Treat Your Teeth

Treat Your Teeth

Artisanal Oral Care Products

Selahatin are a boutique brand making luxurious, beautifully flavoured toothpastes and mouthwashes.

The flavours have more in common with the perfume industry than mainstream dental products, making cleaning your teeth a treat rather than a chore.

The recyclable aluminium tubes and glass bottles compliment a modern, stylish bathroom and are lovely enough to give as a gift to someone that appreciates the finer things.

Whitening Toothpaste

Selahatin toothpaste is housed in chic aluminium tubes with evocative, poetic names that underpin the unexpected and delicious flavours and aromas. A luxury perfume wardrobe for the mouth.

Selahatin toothpaste contains 1450ppm fluoride and 4 mild whitening agents. It's kind to sensitive teeth and packed with antioxidants.

Made in Switzerland and packaged in endlessly recyclable aluminium tubes, it has been vetted by the Swedish Dental Association, is vegan, cruelty-free and dermatologically tested.

Selahatin toothpaste is a wonderful treat for your teeth.

Luxurious Mouthwash

The mouthwashes extend Selahatin's vision of elevating every day ceremonies. They want to make something beautiful that people actually love to use. Most mouthwashes look like something you'd clean your bathroom with. Why would anyone want to put that in their mouth?

From a functional standpoint, Selahatin's mouthwash supplements the benefits of the toothpaste. It's a progressive formula that combines the best from science and alternative medicine. Selahatin have approached it like skincare for the mouth, using ingredients like chamomile extract, vitamin E and aloe vera.

The glass bottles are easy to recycle and look sleek and stylish in your bathroom.

From a Dark Place

The Origins of Selahatin

At 25, Selahatin's founder Kristoffer Vural suffered a stroke that left him paralysed for a year. In addition to a loss of mobility, his stroke resulted in a stranger change: his sense of smell and taste heightened. Brushing his teeth became nearly unbearable - too synthetic, chemical, strong.

Vural also developed synaesthesia, which meant he experienced taste and smell as colours - in a world which felt heavy and grey, this was a joy.

He decided to make the mundane act of tooth-brushing - which he had come to dread in hospital - an experience to relish. He saw a gap in the market for oral care that was great to use and attractive on the bathroom shelves.

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

Selahatin | FAQs

Selahatin is made in Switzerland. The factory that produces Selahatin is ISO 22716- and ISO 13485-certified and Selahatin adheres to EU regulation 1223/2009 on Cosmetics.

ISO 22716:2007 gives guidelines for production, control, storage and shipment of cosmetic products. It is also referred to as Good Manufacturing Practices (GMP), which are practices required to in order to conform to guidelines set by agencies that control authorisation and licensing for manufacture and sale of food, drug products and active pharmaceutical products.

ISO 13485:2016 specifies requirements for a quality management system where an organisation needs to demonstrate its ability to provide medical devices and related services that consistently meet customer and applicable regulatory requirements.

EU Regulation 1223/2009 on Cosmetics sets binding requirements for cosmetic products that have been made available on the market within the European Union.

Yes. Selahatin contains 1450 ppm sodium fluoride. Fluoride is a mineral known to be safe and effective at preventing tooth decay. There is no scientifically valid evidence to show that fluoride, in the right amount, has a negative impact on your health. The overwhelming scientific consensus is that fluoride prevents the occurrence of cavities in teeth.

The use of fluoride is recommended by The World Health Organisation as well as The Swedish Dental Association, among many others.

Yes. Selahatin toothpaste is produced in a safe environment and the factory that produces it have all the necessary credentials for producing oral care products (see question 2). It is also dermatologically tested and there’s no indication that our products causes allergic reactions. Additionally, Selahatin toothpaste has undergone microbiological- and stability testing.

Selahatin contains four different whitening agents which help to remove stains and make teeth appear whiter. Selahatin also contains hydroxyapatite, a naturally occurring mineral that helps to repair the tooth enamel.

No. Selahatin has not been tested on animals.