Selahatin Whitening Toothpaste - Escapist - 65ml
Escapist is the essence of Selahatin: It represents the pursuit of a more perfect union between fantasy & reality, the ordinary and the extraordinary. It blends delicate but vivid cinnamon, a stroke of sun-kissed orange and frosty peppermint.
– I want to change the emotional experience people have when they start and end their day. I want people to use Selahatin and forget about reality and whatever everyday stuff's going on and be taken to this magical fantasy place. To me, that’s what Escapist is, says founder Kristoffer Vural.
Selahatin is introducing the world of artisanal oral care. By converting colours and emotions into whitening toothpaste the brand has the ambition to elevate the experiences of everyday ceremonies.
The Stockholm based brand Selahatin has been nominated in Wallpaper Design Awards, been named “one of the best grooming brands in the world” by GQ Magazine and called “the world’s most sophisticated toothpaste brand” by Monocle
1100 ppm fluoride
Made in Switzerland
Contains antioxidants
Housed in alu tubes (recycles endlessly)
Contains antioxidants
Vetted by The Swedish Dental Association
Vegan/Cruelty free
Dermatologically tested
A four-dimensional rejuvenating whitening process gentle enough for daily use
Deep cleansing (Sodium Lauryl Sulphate)
Exfoliating (Hydrated Silica)
Polishing and light-reflecting (Hydroxypatite)
Enamel-bleaching (Sodium Bicarbonate)
Anti-inflammatory Limonene from Citrus fruit and antioxidant Edelweiss extract boosts bacterial balance and maintains healthy gums
The natural amino acid Betaine moisturises and nourishes
Mineralising Hydroxypatite provides proactive care for sensitive teeth
Aqua/[water], sorbitol, hydrated silica, ci 77891/[titanium dioxide], sodium lauryl sulfate, betaine, sodium bicarbonate, cellulose gum, peg-12, dicalcium phosphate, parfum/[fragrance], aroma/[flavour], glycerin, sodium fluoride, sodium saccharin, hydroxyapatite, synthetic fluorphlogopite, methylparaben, limonene, potassium chloride, menthol, linalool, leontopodium alpinum extract, tin oxide & eugenol.
ABOUT SELAHATIN:
The brand was born from a crisis. Before the age of 30, founder Kristoffer Vural had a stroke that left him paralysed and wheelchair-bound. As a result of the injury, his sense of smell was attuned and amplified – taste and scent began to appear as colors in his head. A neurological phenomena known as synesthesia.
– I was in recovery and everyday rituals became a way to escape reality. These small ceremonies made a big impact on my wellbeing. When my senses were activated by taste and smell, it was like someone was drawing pictures in my mind. The taste of my toothpastes rendered nothing but grey. I decided to change that, says Kristoffer Vural, founder of Selahatin.
The aromas are influenced by founder Kristoffer Vural’s roots. The son of a Swedish mother and a Turkish father, Vural grew up in northern Sweden and spent his summer on the Turkish west coast (the name Selahatin is an hommage to Vural’s Ottoman Empire-born grandfather). The juxtaposition between the Swedish quiet and mild-mannered, and the bold intensity of Istanbul characterises the Selahatin aromas.