Swedish luxury mouth-care brand Selahatin has teamed up with American designer Rick Owens to create a high-end oral wellness collection that merges Owens’ brutalist aesthetic with Selahatin’s signature scents.
Since its founding in 2016, Selahatin has transformed daily oral routines into immersive rituals. The new collaboration features four essentials: a whitening toothpaste, mouthwash, Eau d’Extrait Oral mouth spray, and a handmade horn toothbrush. Each product is infused with the brand’s distinctive olfactory blends, including a specially crafted ‘Rick Owens Aroma.’
Selahatin founder Kristoffer Vural explained the synergy between the brands: “Selahatin begins in the intimacy of the self – a private ritual of taste and renewal. Rick Owens extends into the public sphere – a ceremonial uniform that alters presence and silhouette. Together, we form a continuum: the inner and outer, the personal and performative.”
The partnership began unexpectedly when Owens referenced Selahatin in a magazine story. After seeing the brand use his quote in an ad, he reached out to propose a collaboration. Vural recalls, “I initially thought he would be upset, but it turned out to be the opposite. It was humbling to have someone I admire value my work.”
The collection’s unique aroma combines top notes of verbena, Madagascar vanilla, and Sichuan pepper with juniper, dark citrus, and rosemary, grounded by black pepper and peppermint. Owens influenced the creation, encouraging a stronger, more intense scent to reflect his lifestyle and preferences.
For Vural, who developed an acute sense of taste and smell following a stroke, the collaboration is deeply personal. “I wanted the aroma to capture a brutalist grace – raw and uncompromising, yet harmonious,” he said. Both he and Owens expressed pride in the results, noting the meticulous craftsmanship and elegance of the products.
The collection exemplifies a fusion of essential wellness and luxury design, appealing to both fashion and beauty enthusiasts.
