Selahatin was formed in 2017 in Switzerland and has since built the first oral luxury brand. Founded on the idea of creating alternative oral care with a modern approach, Selahatin has defined a clear position in the international beauty market. The purpose of the brand is to elevate the emotional experiences of everyday ceremonies through its perfume-like experience. 150 000 units have been sold worldwide since 2019. Alongside one of the world’s leading oral care manufacturers, Selahatin has constructed a collection of luxurious whitening toothpastes and mouthwashes.