Sweden

Selahatin is introducing the world of artisanal oral care. The brand has the ambition to elevate the emotional experiences of everyday ceremonies.

The brand was born from a crisis. Before the age of 30, founder Kristoffer Vural had a stroke that left him paralysed and wheelchair bound. As a result of the injury, his sense of smell was attuned and amplified – taste and scent began to appear as colors in his head.

– The injury over-sensitised all my senses and oral care was a loveless routine that made a bad day worse. And I also realized that everyday ceremonies could make a bad day better so I founded this brand to instill emotional experiences into this category and to translate the visions in my head into aromas. My ambition is for people who use them to see them as paintings for their minds and something that allows them to forget about whatever everyday stuff is going on and be taken to this magical place for a moment, says founder Kristoffer Vural.