Dear Shaded Viewers,
“I WROTE A STORY ABOUT MY DAILY LIFE IN A MAGAZINE IN WHICH I SAID: ‘I BRUSH MY TEETH WITH SELAHATIN TOOTHPASTE BECAUSE I LOVE THEIR FONT,’ WHICH WAS TRUE. THEN, ON INSTAGRAM, I SAW A SELAHATIN AD WITH MY BLURRED FACE AND MY QUOTE OVER IT. I THOUGHT THAT WAS BOLD. I CONTACTED THEM AND COMPLIMENTED THEM ON THEIR CHEEKINESS. I TOLD THEM: ‘WE SHOULD DO A COLLABORATION!’ THAT’S HOW WE GOT HERE. I ADMIRE THE DESIGNER. THE REASON HE CREATED HIS BRAND IS THAT HE HAD A STROKE, AND DURING HIS RECOVERY, HE WANTED THE MOST ESSENTIAL THINGS AROUND HIM TO BE MAGNIFIED. I ALSO BELIEVE IN THE IDEA THAT YOU DON’T NEED TO HAVE MANY THINGS, BUT THAT ESSENTIAL THINGS SHOULD BE MADE SPECIAL.” — RICK OWENS
On December 4, 2025, Rick Owens crosses the threshold of the mirror and steps into the mouth: a quartet of objects—whitening toothpaste, mouthwash, Eau d’Extrait Oral, and a handmade horn toothbrush—recasting hygiene as ceremony. Each piece is offered alone or distilled into a travel set, a portable chapel for those who worship poise in motion. The bridge is ritual—repeated gestures that anchor identity—where Selahatin’s intimate liturgy of taste meets Owens’ public architecture of silhouette.
Selahatin was born from a rupture: founder Kristoffer Vural’s stroke, after which taste and scent began to arrive as color, a private cinema projected across the palate. From that synesthesia came a manifesto to elevate the everyday—artisanal mouthcare as a rite of memory, clarity, and renewal. Each flavor behaves like a painting: intentional, spare, and precise; not pigment on canvas but aromatic geometry against the tongue.
For the collaboration, Vural composes an aroma for Owens—monochrome in spirit, architectural in form—designed to cut through coffee, cigarettes, and gin. It opens with verbena, Madagascar vanilla, and Sichuan pepper; a heartline of juniper, dark citrus, and rosemary; a base where black pepper collides with peppermint to leave a clean, metallic afterglow. The result feels like brutalist devotion: black within white, warmth inside cold, an olfactory silhouette that edits the day down to essentials
WHITENING TOOTHPASTE, 65MLWhen the senses expand, the mind quiets.
For Selahatin and Rick Owens the act of brushing your teeth is a grounding meditation.
MOUTHWASH, 200 ML
Designed to make the everyday profound, Selahatin mouthwashes turn a simple rinse into a
sacred gesture — an awakening, a palate cleanser for the mind.
EAU D’EXTRAIT, 17.5 ML
Renewing mouthsprays for on-the-go rituals.
Portable, potent and precise–like perfume for your mouth.
TOOTHBRUSH
Featuring a handcrafted handle in natural horn with authentic boar bristles. Animal horn is a
natural, biodegradable, and durable material that upcycles waste from the meat industry. It
requires no synthetic chemicals, reduces plastic use, and offers a unique, artisanal aesthetic,
making it a sustainable alternative for toothbrush handles. Made in India.
TRAVEL SET
For those with a life in motion—away from home, ritual becomes shelter.
Whitening toothpaste, a 50 ml mouthwash, a concentrated mouth spray, and a handmade horn
toothbrush—essentials distilled into a single, austere ceremony.
Later,
Diane
