Some brands create products. Others create a point of view.
Selahatin belongs firmly in the latter. What began as a reimagining of everyday oral care has evolved into a universe where fragrance, design, ritual, and emotion meet with remarkable precision. Under the creative direction of founder Kristoffer Vural, the brand has transformed the simple act of brushing your teeth into an experience that feels deeply personal, quietly luxurious, and unmistakably contemporary.
Rooted between the restrained elegance of Scandinavia and the rich emotional depth of Turkey, Vural approaches every detail—from flavor composition to visual identity—with the sensibility of a creative director rather than a conventional entrepreneur. The result is a brand that has become synonymous with modern luxury, collaborating with some of fashion and design's most influential voices while remaining uncompromising in its vision.
In this exclusive conversation, Kristoffer Vural reflects on memory, minimalism, instinct, creative integrity, and the philosophy that continues to shape Selahatin. It is an intimate glimpse into the mind behind one of today's most distinctive luxury lifestyle brands.
The Interview
Your background spans Sweden and Turkey, which you've said shapes your sensibilities. How does this duality show up in the Selahatin experience?
Kristoffer Vural: Sweden gave me restraint. Turkey gave me intensity. One is silence and structure. The other is ornament and emotion. Selahatin sits between them. Minimal form. Maximal inner life. It is never loud. But it is never neutral.
You've described aromas inspired by childhood memories. If you could bottle a memory from today, what would it smell like?
Kristoffer Vural: It would smell like a person. Familiar, quiet, and reassuring. Someone who stands straight but carries themselves softly. The kind of presence that asks nothing of you, yet changes the atmosphere the moment they enter.
You've reimagined something as ordinary as toothpaste. How far can your creative universe around Selahatin expand, without losing its purity?
Kristoffer Vural: I've never thought of Selahatin as a toothpaste company. I've always thought of it as a platform for ideas. The medium can change. The point of view cannot. The limit isn't category. It's dilution.
When designing a flavor or scent, how do you know when something is essential — and when it's excess?
Kristoffer Vural: You feel it in the body first. You look for resonance. Vibration. It has to strike a nerve. If it explains itself, it's excess. Reduction is not intellectual. It's instinct. You follow the reaction.
When you think about future collaborations, what qualities make a partner exciting to you?
Kristoffer Vural: Integrity. A clear point of view. Either one that resembles mine, or one that completes it. Conviction matters too. So does restraint. And obsession. Rick was a natural partner because we both care about details to an almost unreasonable degree.
The oral care market is dominated by global giants. What is your secret for staying bold and true to your vision in a conservative industry?
Kristoffer Vural: Honestly I don't pay much attention to the giants. Looking sideways is a distraction.
I spend my time making the product better. Refining the texture. Refining the taste. Refining the expression. Creating an atmosphere people want to return to. If you stay uncompromising about those details, the rest becomes background noise. We're not trying to fit into the category. We're trying to build a world people choose to enter.
How do you define success for Selahatin—by growth, cultural impact, or the daily experience of your users?
Kristoffer Vural: All of it. Growth proves endurance, cultural impact proves relevance and the daily experience proves truth. If one exists without the others, it's incomplete. Success is when scale, culture, and ritual align—and still feel personal.
Finally, if someone asked you to sum up Selahatin in a single, stylish, almost mischievous sentence, what would it be?
Kristoffer Vural: The most intimate moments begin with the mouth.
Discover the world of Selahatin beyond the interview
Explore our curated selection of Selahatin's iconic oral care essentials, fragrances, and exclusive creations, including the highly sought-after collaboration with Rick Owens. Each piece reflects the brand's distinctive philosophy—where exceptional craftsmanship, artistic expression, and everyday ritual become one.
Browse the Selahatin Collection at The Project Garments and experience a new vision of modern luxury, where even the simplest daily moments are elevated into something unforgettable.
- The Project Garments
