On one side is Rick Owens, a radical designer who thinks of clothing as architecture and the body as a territory to be inhabited. On the other, Selahatin, a Swedish oral care company founded by Kristoffer Vural, whose life was turned upside down by a stroke. Following this event, smells and flavours began to appear in the form of colours. An intimate synesthetic experience that became the creative matrix of the brand.
Together, they transform a mundane gesture into a special moment. Brushing your teeth is no longer just a matter of hygiene: it is a ritual, a discreet luxury, a way of taking care of yourself with style. Even the intimate deserves to be seen.
Intimacy, embraced
Rick Owens sees the body as a sensitive architecture. Selahatin turns everyday life into a ceremony. Their collaboration invites us to slow down, to be present in what we do, even in the simplest of gestures.
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Here, intimacy is no longer hidden. It is displayed with elegance, almost with pride. Like those objects that we deliberately leave visible in the bathroom because they say something about us. The ritual becomes a signature.
Objects to look at as much as to use
The Rick Owens x Selahatin toothbrush (€65), handmade in India from natural horn and boar bristles, is designed as an exceptional handcrafted object. Plastic-free, sustainable, unique. It's not something you slip into a drawer: it stands out, it's on display, it makes a statement.
The toothpaste (€40) and mouthwash (€45) play with the senses: verbena, Sichuan pepper, juniper, black citrus. Complex, almost narrative flavours that transform the morning routine into a sensory experience. A smile with taste.
The extract water (€50), fresh and mineral, prolongs this suspended moment. A clean, elegant gesture, without superfluous effects.
The routine reinvented
Also designed for travel, the collection is available in a travel set (€180), combining toothpaste, mouthwash, a handmade brush and mouth spray. The essentials, nothing more. Even when travelling, the ritual remains intact.
Rick Owens x Selahatin do not promise a spectacular transformation. They offer something better: a different way of looking at everyday life. Making routine beautiful, conscious, desirable. And reminding us that luxury sometimes begins with a gesture as simple as brushing your teeth.
Article written by Lohanne Mollo
Translated by Bethszabee Garner
