Swedish luxury mouth-care brand Selahatin has teamed up with designer Rick Owens to release a new collection centered on oral wellness, including a signature toothpaste that merges Owens’ brutalist aesthetic with Selahatin’s refined scents. The collaboration is expected to attract strong interest from both fashion and beauty consumers.
Founded in 2016, Selahatin aims to turn daily oral care into a meaningful ritual rather than a routine task. Its products are known for powerful cleansing effects and sophisticated aromas, often compared to high-end perfume. With the new partnership, Owens brings his distinctive design language to a four-item line featuring whitening toothpaste, mouthwash, a mouth spray, and a handmade horn toothbrush.
Kristoffer Vural, Selahatin’s founder, said the two brands connected through shared values and a fascination with transformation. He described Selahatin as a personal ritual and Owens’ work as a public expression, noting that the collaboration links the inner and the outer worlds.
Owens said the partnership began when he mentioned in a magazine that he used Selahatin toothpaste because he admired its font. After seeing that quote appear in an ad, he contacted the brand, which ultimately led to the project. Vural recalled the moment as surprising and humbling, explaining that he initially feared Owens was unhappy before learning he wanted to collaborate.
For the collection, Vural created a custom “Rick Owens Aroma” built around unusual scent profiles. The blend includes top notes of verbena, Madagascar vanilla and Sichuan pepper, followed by juniper, dark citrus and rosemary, with a base of black pepper and peppermint. Vural said Owens pushed him to strengthen the formula, leading to a bolder and more expressive result.
Owens praised Vural’s vision, noting that Selahatin was born from the founder’s recovery after a stroke that changed his sense of taste and smell. He said he shares the belief that essential items should feel special, not ordinary.
Vural expressed pride in the final products, saying the handcrafted toothbrush and the new aroma exceeded his expectations. He hopes the collaboration will give users the same sense of wonder he felt when first experiencing the completed line.
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