Redefining the Future of Oral Care: Inside Selahatin’s Sensory Revolution
*SELAHATIN
*SELAHATIN
In a world where daily routines often blur into the background of our busy lives, Kristoffer Vural saw an opportunity to elevate the ordinary into something extraordinary. As the founder of Selahatin, he has reimagined oral care with a blend of artistry, personal history, and an unwavering commitment to quality. His journey, shaped by a stroke in his late twenties that heightened his senses and unlocked a unique form of synesthesia, became the foundation for a brand that treats the act of brushing one’s teeth as a ritual of self-expression.
Selahatin is more than just an oral care brand; it’s a sensory experience that draws on the rich, bold aromas of Kristoffer Vural’s Turkish heritage and the sleek, minimalist design sensibilities of his Swedish upbringing. Each product is a carefully crafted piece of art, designed to turn a mundane task into a moment of luxury and reflection.
In our interview with Kristoffer Vural we explore how his personal experiences have shaped Selahatin’s ethos, the meticulous process behind creating each product, and his vision for the future of oral care. Selahatin isn’t just about clean teeth—it’s about rethinking the way we approach everyday rituals, imbuing them with meaning, beauty, and a touch of the extraordinary.
What inspired you to create Selahatin, and how did your personal journey influence the brand's ethos?
Selahatin exists mainly for two reasons: a stroke I had before I turned 30 and my personal heritage as the son of a Turkish father and a Swedish mother.
The stroke heightened my senses and led me to develop taste-to-color synesthesia. This means that I perceive scent and taste as colors, and I see the collection of toothpaste aromas I’ve created as paintings for your mind. When I was in rehab, I was searching for color in life, and I thought brushing my teeth was soul-crushing—I realized it made a bad day worse.
I was also reminiscing about the influences I was exposed to during my summers in Turkey while growing up. There’s a bold richness to the spices and smells you encounter just by walking 200 meters. You’ll pass by pink pepper trees, lemon orchards, savory fig trees, and wild roses—it makes you come alive.
The Turkish influences are rich and maximalist, while the Swedish influences are minimalistic, providing a balanced contrast.
Can you explain the significance behind the name "Selahatin" and how it reflects the brand's identity?
I wanted to use my story as a platform for the brand because I believe it represents a larger narrative of who we are today. Selahatin was the name of my grandfather, and apart from it being an homage to my Turkish ancestry, I thought it sounded both and clinical, which is perfect because the brand is attempting to marry art and science. This industry has been just that—an industry, mechanical and static. I want it to be less of an industry and more artful. By incorporating influences from the East, I believe we can expand the collective notion of what "fresh" means.
Selahatin products are often described as 'perfume for your mouth.' How did you come up with this concept?
A good scent is a mystery. If it's well-crafted, it’s hard to pinpoint exactly what’s in it. A good scent also tells a story. Fragrances speak to people's individualities and leave room for personal expression; they can cater to different seasons of the year or times of day. There has been nothing like that in mouth care before, and the idea of creating it really excited me. Making toothpaste that has artistic sensibilities? That’s wonderfully strange and has the potential to change an entire industry, so I was like, "I’m in."
How does Selahatin differentiate itself from other oral care brands in the market?
Selahatin offers ritual-centered mouth care, meaning we emphasize the experience. I believe that everyone should come to expect three things from their oral care: 1) clinical benefits, 2) compelling aromas, and 3) beautiful design. Selahatin is the only brand that ticks all three boxes. Our focus on craftsmanship is evident in everything from the aluminum tubes to the glass bottles and vials, as well as the rich and long-lasting textures.
What is the process behind developing a new Selahatin product, from concept to launch?
It really varies because no matter what I do or where I go, ideas find me. For Of Course I Still Luv You, it started with a painting—Christina’s World by Andrew Wyeth. It has bright colors with a dark undertone, so I tried capturing that contrast with the aromas. Bergamot and verbena represent the light, while pine and cardamom represent the dark.
In our Stockholm studio, I have a library of around 100 different aromas from Robertet, the world-renowned fragrance house that supplies us. If I sketch a scent, I usually sit around with scent sticks and pair aromas, like I’m jamming on a guitar. If I find something interesting—and I always do—the synesthesia is likely to kick in. I know I have something special when I start seeing the campaign photos, which makes the prospect of doing the visual direction easier.
I created Hypnotist because I’m an insomniac, and I’ve always felt that standard toothpaste wakes me up before bed, worsening the insomnia. So I wanted to create something mellow that would prime you for sleep. To me, Hypnotist is like an invitation to a dream—meant to put you in a state of trance.
Selahatin has a distinct and luxurious branding. How do you maintain this image across different markets?
Selahatin is a hardcore product company, and we spend an insane amount of time perfecting our output—the brand and the experience that surrounds it. I believe in the laws of attraction, and we’ve attracted partners worldwide who are discerning. We have a clientele that appreciates innovation. As long as we provide clear guidelines and articulate our brand ethos, we’ll be in a good place.
How do you see the oral care segment evolving in the next five to ten years?
There’s been an increase in the number of brands entering the market in the past few years, and I anticipate that this will accelerate in the near future. It’s strange that no one has ever done something like Selahatin before, and with enough time, I even expect the brands in your local supermarkets to look more like Selahatin in terms of product variety. It’s only a question of when—not if—we’ll see the industry change. It takes an outsider to force change, and just like Tesla changed the automotive industry, we will change oral care as people know it.
How do you see the connection between oral care and overall wellness?
Primarily, I don’t think of the product benefits in terms of anti-cavity or anti-bacterial properties. Those are literally hygiene factors that are a given, and although everyone should come to expect them from toothpaste, you won’t get it from an organic toothpaste.
What we’re focusing on is the level above the clinical benefits. I think the ritual our products bring is somewhat meditative—an act that aligns you and calms your mind. It’s like soul food.
Can you share any upcoming innovations or new products that Selahatin is working on?
All I can say is that I genuinely believe we have the most exciting product roadmap of any beauty brand, and you should get on the Selahatin train if you’re not already on it.