Selahatin
Selahatin is a Stockholm-based, privately-held premium oral care brand founded in 2016 that sells whitening toothpaste, mouthwash, and mouthsprays directly to consumers via its e-commerce storefront and a network of retail stockists across Europe and beyond.
- Company typePrivate
- Founded2016
- HeadquartersStockholm, Sweden
- Headcount1–10
- GTM typeB2C
- OfferingHardware or Manufacturing
What Selahatin does
Selahatin is a Swedish privately-held oral care brand founded in 2016 and headquartered at Strandvägen 7B U3, Stockholm. The company develops and sells premium toothpaste, mouthwash, and mouthspray products under the Selahatin brand, with line extensions including whitening toothpaste variants ("Steam Will Rise", "Of Course I Still Luv You"), collection sets, gift selections, and leather etui editions marketed as "Eau de Bouche". Its core technology is formulation and design of premium oral care products rather than software, and the brand is positioned as a luxury lifestyle product rather than a commodity hygiene item.
The business operates a direct-to-consumer e-commerce model through shop.selahatin.com, complemented by a curated network of physical retail stockists. Distribution covers Sweden (€10, 1–3 day shipping, free above €75) and Europe plus rest-of-world (€15 standard / €30 express, free above €100), with payment options displayed across multiple providers. Marketing is anchored on a verified Instagram account (@selahatinofficial), an email newsletter, and earned media coverage in fashion publications including Vogue and Monocle.
Selahatin monetizes primarily through one-time product sales, with a secondary gifting use case driving collection-set and gift-selection SKUs. The customer base is segmented into Premium Lifestyle Consumers purchasing for daily oral care rituals and Gift Buyers purchasing for special occasions. The company's most prominent commercial initiative is the "Selahatin X Rick Owens" sub-brand, a co-developed collaboration with fashion designer Rick Owens featuring toothbrushes, toothpaste, mouthwash, and travel sets sold as limited editions. The company appears to be bootstrapped, with no disclosed funding rounds, parent company, or institutional investors identified.
Selahatin firmographics
Firmographics- Name
- Selahatin
- Legal name
- Selahatin
- Website
- https://selahatin.com
- Company type
- Private
- Founded year
- 2016
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Selahatin is a Stockholm-based, privately-held premium oral care brand founded in 2016 that sells whitening toothpaste, mouthwash, and mouthsprays directly to consumers via its e-commerce storefront and a network of retail stockists across Europe and beyond.
- Ownership category
- akta.pro rank
Selahatin industry classification
Industry- Product category
- Premium Oral Care
- NAICS
- Health and Personal Care Retailers (456)
- SIC
- Perfumes, Cosmetics & Other Toilet Preparations (2844)
- akta.pro primary industry
- Oral Care Products (Toothpaste, Mouthwash, Dental Floss, Whitening) (CRADAMAA)
- akta.pro secondary industry
- Whitening Products (Strips, Gels, Pens, Kits) (CRABAFAF)
Keywords
Where Selahatin is headquartered
LocationHeadquarters
- HQ city
- Stockholm
- HQ country
- Sweden
- HQ region
- Europe
Offices1 record
Markets served
Selahatin business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Marketing or Sales, Personnel, Operations, Infrastructure
Revenue model
- Product Sales: Direct sales of premium oral care products including toothpaste, mouthwash, mouth sprays, and gift sets through e-commerce and retail stockists.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Pay-as-you-go | Standard International Shipping |
| Other | Pay-as-you-go | Express International Shipping |
Go-to-market motion1 record
Distribution channels2 records
Marketing channels3 records
Selahatin product offering
Product offeringCore offering
Selahatin designs, markets, and sells premium oral care products including whitening toothpaste, mouthwash, and mouth sprays (marketed as eau d'extrait or eau de bouche), along with curated collection sets and gift selections. Products are sold direct-to-consumer through the brand's own e-commerce storefront and through a network of physical retail stockists across Europe and internationally.
Product overview
Selahatin is a premium Swedish oral care brand positioned as 'the world's most sophisticated toothpaste brand' (Monocle) that makes toothpaste sexy (Vogue). The company offers a unified portfolio of luxury oral care products centered around toothpaste, mouthwash, and mouth sprays. Their product line includes core offerings (whitening toothpaste, mouthwash, mouth sprays/eau d'extrait, collection sets, best sellers, and gift selections) and a high-profile collaboration line with fashion designer Rick Owens featuring co-branded toothbrushes, toothpaste, mouthwash, and travel sets.
Differentiator
Problem solved
Functional benefit
Brands
- Selahatin X Rick Owens: Limited edition collaboration with fashion designer Rick Owens featuring toothbrushes, toothpaste, mouthwash, and travel sets
Products and services
- Whitening Toothpaste
- Mouthwash Premium mouthwash formulated for advanced oral hygiene, positioned as part of a luxury oral care routine.
- Mouthspray / Eau d'Extrait Luxury oral care spray (eau d'extrait / eau de bouche) including leather etui variants, positioned as a portable, design-led oral freshness product.
- Collection Sets Curated sets combining multiple Selahatin oral care products (toothpaste, mouthwash, mouth sprays) for complete premium oral care routines.
- Gift Selection Curated gift options featuring Selahatin oral care products, designed for special occasions and gifting to health-conscious recipients.
- Selahatin X Rick Owens Collection Limited edition co-branded oral care collection in collaboration with fashion designer Rick Owens, including a horn toothbrush, toothpaste, mouthwash, and travel sets. Positioned as exclusive, collectible, fashion-meets-oral-care items.
Companies that use Selahatin
Customer profileSegments2 records
Ideal customer profiles2 records
Selahatin technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature1 record
Selahatin partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Rick OwenscoreSelahatin X Rick Owens collaboration featuring a limited collection including horn toothbrush, toothpaste, mouthwash, and travel sets. The partnership combines high-end fashion aesthetics with premium oral care products, creating exclusive, collectible items sold out quickly.
Expansion highlights4 records
Selahatin competitors and assessment
Company assessmentDirect peers
- David's Premium Natural Toothpaste: David's is a premium natural toothpaste brand sold primarily through DTC e-commerce, with packaging and brand positioning explicitly tuned to elevate everyday toothpaste into a design object. It competes with Selahatin directly on premium toothpaste SKU, millennial DTC consumer, and elevated packaging aesthetic.
- Bite: Bite is a venture-backed DTC premium oral care brand selling toothpaste tablets and mouthwash through its own e-commerce site. It targets the same design-conscious, sustainability-minded premium consumer as Selahatin and competes head-to-head for digital share of voice, influencer mindshare, and gifting occasions in the modern premium oral care category.
- Marvis: Marvis is an Italian luxury toothpaste brand with a heritage aesthetic and premium positioning, selling through DTC and prestige retailers. It is the closest historical analogue to Selahatin — same single-category obsession with toothpaste, same design-led packaging, same gifting-led usage occasions — and competes directly for the same luxury oral care shelf space and consumer.
- Curaprox: Curaprox is a Swiss premium oral care brand (toothpaste, toothbrushes, interdental) sold through its own DTC site and a dense network of dental and premium retail stockists in Europe. It competes with Selahatin on premium European positioning, design-led SKU presentation, and the same premium-lifestyle consumer.
- Hello Products: Hello Products is a premium, naturally-positioned oral care brand (toothpaste, mouthwash, floss) selling primarily through DTC and mass retail. It overlaps directly with Selahatin on toothpaste and mouthwash SKUs and on the premium-but-accessible price band, and is a frequently cited direct competitor in the modern oral care set.
Emerging players
- TWELVE Smile: TWELVE Smile is an emerging premium oral care brand with a strong aesthetic and DTC focus on toothpaste and ancillary oral care SKUs. It targets a similar design-conscious premium consumer and competes for the same editorial and influencer coverage as Selahatin at an earlier stage of category presence.
- SBTRCT: SBTRCT is an emerging design-led oral care brand with a sustainability angle, sold through its own DTC site and select premium stockists. It overlaps with Selahatin on minimalist premium packaging, DTC-led GTM, and the modern premium oral care consumer, though with a stronger sustainability narrative.
Broad incumbents
- Colgate-Palmolive: Colgate-Palmolive is the global mass-market oral care incumbent (Colgate, elmex, meridol, Tom's of Maine). It is comparable as the dominant incumbent whose premium and natural sublines set the competitive ceiling Selahatin must differentiate against and whose distribution scale Selahatin must compensate for through brand and design intensity.
- Aesop: Aesop is an established luxury personal care brand with stores globally and an editorial reputation for sophisticated, design-forward grooming products. It is comparable as a broad incumbent operating in the same luxury self-care aesthetic category that Selahatin targets and serves as a proof point for the prestige personal-care retail model Selahatin aspires to.
Others
- SUNSTAR (GUM and ORA²): SUNSTAR is a Japanese oral care company with the GUM mass brand and the ORA² premium aesthetic subline sold across Asia and Europe. It is comparable as an adjacent player that has crossed from clinical oral care into the design-led premium segment Selahatin operates in, providing a reference point for cross-geography expansion of a premium oral care proposition.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat2 records
Key risks6 records
Key highlights6 records
Customer concentration
Selahatin social profiles
Digital presenceSelahatin financial estimates
Financial estimateRevenue estimate
Valuation estimate
Selahatin leadership team
Management profileNumber of profiles
Selahatin funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Selahatin M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Selahatin
What does Selahatin do?
Selahatin designs, markets, and sells premium oral care products including whitening toothpaste, mouthwash, and mouth sprays (marketed as eau d'extrait or eau de bouche), along with curated collection sets and gift selections. Products are sold direct-to-consumer through the brand's own e-commerce storefront and through a network of physical retail stockists across Europe and internationally.
Is Selahatin a public or private company?
Selahatin is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Selahatin founded?
Selahatin was founded in 2016. It employs 1 to 10 people.
Where is Selahatin based?
Selahatin is headquartered in Stockholm, Sweden, in the Europe region.
How does Selahatin make money?
One revenue line is on record: product Sales.
Who are Selahatin's main competitors?
Direct peers on record are David's Premium Natural Toothpaste, Bite, Marvis, Curaprox and Hello Products. Emerging players are TWELVE Smile and SBTRCT. Broad incumbents are Colgate-Palmolive and Aesop. SUNSTAR (GUM and ORA²) is listed as an others.
Does Selahatin have an API?
No public API is recorded for Selahatin.
What industry is Selahatin in?
Selahatin's product category is Premium Oral Care. Its primary akta.pro industry code is CRADAMAA, Oral Care Products (Toothpaste, Mouthwash, Dental Floss, Whitening), with a secondary code of CRABAFAF, Whitening Products (Strips, Gels, Pens, Kits). Its NAICS code is 456 and its SIC code is 2844.