Selahatin is introducing the future of oral luxury. With a series of whitening toothpastes, mouthwashes and oral sprays the brand has the ambition to elevate the emotional experiences of everyday ceremonies.

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The brand was born from a crisis. Before the age of 30, founder Kristoffer Vural had a stroke that left him paralysed and hospitalized for a year. The stroke made his senses more responsive to scent and taste. It also highlighted the importance of everyday rituals.

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– I started to see things differently. I realized that the small things in life had a profound effect on my wellbeing. If I had a bad day, brushing my teeth would make it worse. I was desperate for products that I could emotionally connect with – products that could provide a sense of escapism, says founder Kristoffer Vural.

 

The brand has been nominated in Wallpaper Design Awards, named “one of the best grooming brands in the world” by GQ, called “the world’s most sophisticated toothpaste brand” by Monocle Magazine and is being used by iconic designer Rick Owens. Founder Kristoffer Vural has been named one of the most innovative entrepreneurs in the world by Monocle Magazine.

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The brand is available at top-tier stockists in 20+ countries(including Selfridges, Ludwig Beck, Ssense, Luisa Via Roma, Andreas Murkudis, Holt Renfrew, Saks, Storm and Nitty Gritty).

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The White Tree is the exclusive distributor for Greece and Cyprus.