Selahatin is a Stockholm-based brand whose ambition is to elevate the experience of an essential everyday routine. Named from founder Kristoffer Vural’s grandfather, Selahatin draws inspiration from a part Nordic, part middle-eastern heritage. It fuses classic spices with refreshing aromas, representing a mix of eastern and western influences.

Founded in 2016, the brand emphasizes experience and emotion, Selahatin aspires to change the perception of what oral care can be – namely, a synthesis of intricate aromas, clinical performance, and compelling aesthetics.

Its whitening formula is developed with one of Switzerland’s leading oral care manufacturers. It contains fluoride, four whitening agents as well as anti-oxidants. The formula has been vetted by The Swedish Dental Association.