Luxury oral hygiene brand Selahatin, was founded after a stroke left Swedish-Turkish designer Kristoffer Vural ‘trapped in [his] own worst nightmare’. Partially paralysed and with a jarring hypersensitivity for taste and smell, he realised ‘that when you’re stripped of everything, it’s the small things that make up 50 per cent of your life. If you can fix the small things, you have a really good baseline.’
Brushing his teeth, a seemingly daily mundanity, held the utmost importance for Vural during his rehabilitation. But he felt that the act ‘actually made my day worse’, he recalls. ‘[Toothpaste] tastes so synthetic, so chemical, so strong. It’s got to be the most loveless product with no meaning.’ It was here that Vural saw an opportunity to elevate toothbrushing and dental care to a ritualistic part of self-care, via mindfully flavoured toothpastes, mouthwashes, oral sprays, and elegant accessories to accompany the act.
