Why We Partnered with SELAHATIN: The Science Behind Luxury Oral Care
Why did a dental clinic in Marbella partner with a Swedish luxury oral care brand? Because what happens between visits matters as much as what happens in the chair.
There is a moment after every smile makeover that no clinic likes to talk about. The veneers are bonded. The result is stunning. The patient leaves. And then — for the next ten, twenty, thirty years — the longevity of that result depends almost entirely on what the patient does at home. The toothpaste they use. The mouthwash they reach for. The bristles that touch their porcelain every morning and night.
For years, we had no satisfactory answer to the question: what should I use at home? We could say what to avoid — abrasive whitening pastes, alcohol-heavy mouthwashes, hard-bristled brushes — but we could not point to a single brand and say: this is what we trust.
Then we found SELAHATIN. Or more precisely, SELAHATIN found the same problem from the other direction.
The Origin: Stockholm, 2018
SELAHATIN was founded in Stockholm in 2018 by Kristoffer Vural. The premise was simple and, at the time, radical: oral care had been entirely ignored by the design and luxury industries. Skincare had been elevated. Fragrance had been elevated. Haircare had been elevated. But the products people put in their mouths twice a day — arguably the most intimate part of any grooming routine — remained ugly, generic, and formulated for the lowest common denominator.
Vural assembled a team of Swedish cosmetic chemists and began developing formulations from scratch — not reformulating existing products, but building new ones from the ingredient level up. Every component was selected for biocompatibility, efficacy, and sensory quality. No SLS. No parabens. No triclosan. No microplastics. No animal testing.
The result was a range of oral care products that looked like they belonged on a shelf next to Aesop and Byredo — because they were designed with the same rigour. But unlike most luxury products that lead with aesthetics and hope the formulation follows, SELAHATIN led with the science and let the design express it.
The Press: Global Recognition
The international design press noticed immediately.
Vogue Scandinavia featured SELAHATIN as a breakthrough in Scandinavian beauty — a brand that proved Nordic minimalism could extend beyond furniture and fashion into personal care. The feature highlighted SELAHATIN's commitment to ingredient transparency and sustainable production.
Wallpaper* — the global authority on design, architecture, and contemporary living — profiled the brand as a case study in elevating overlooked categories. Their coverage examined how SELAHATIN applied the same design thinking that transformed candles and fragrances into the oral care space.
GQ included SELAHATIN products in their best-of grooming roundups alongside established luxury houses. The magazine's editors praised the brand for making oral care something men actually wanted to display in their bathrooms rather than hide in a drawer.
Monocle — known for its exacting editorial standards and focus on quality of life — covered the brand as part of a broader shift toward considered, sustainable luxury. Monocle's feature examined how SELAHATIN represented a new generation of brands that refuse to compromise between ethics and aesthetics.
10 Magazine and WWD (Women's Wear Daily) followed with features positioning SELAHATIN at the nexus of fashion, design, and wellness — a brand that fashion insiders were adopting not as a novelty but as a genuine upgrade to their daily routine.
The Rick Owens Collaboration
Then came the collaboration that cemented SELAHATIN's position at the intersection of fashion and function: a partnership with Rick Owens — one of the most influential designers of his generation.
The Rick Owens × SELAHATIN collaboration was not a logo exercise. It was a genuine product development partnership, resulting in formulations and packaging that reflected Owens' uncompromising aesthetic philosophy. The collaboration was covered extensively by Vogue, Hypebeast, and Highsnobiety, introducing SELAHATIN to an audience that values authenticity over marketing.
The Clinical Question: Is It Safe for Porcelain?
When we first reached out to SELAHATIN, our question was clinical, not commercial. We wanted to know: are your formulations safe for porcelain restorations?
The answer required a level of technical detail that most oral care brands cannot provide. Porcelain veneers, crowns, and bridges have specific vulnerabilities:
- Abrasive particles — measured by a metric called Relative Dentin Abrasivity (RDA) — can scratch and dull the polished surface over time
- Alcohol-based mouthwashes can degrade the bonding cement that holds a veneer to the tooth
- Harsh detergents can strip the protective layer that ceramists apply to finished restorations
SELAHATIN's formulations scored well on every metric. Their toothpaste uses a low-RDA, non-abrasive cleaning system. Their mouthwash is entirely alcohol-free. Their ingredients are selected for compatibility with ceramic, composite, and natural enamel alike.
This was not a case of marketing claims — we reviewed the actual formulation data and tested the products in our clinical environment before recommending them.
From Stockist to Clinical Partner
The partnership evolved from there. We did not simply agree to stock their products. We entered into a clinical advisory relationship. Our team provided feedback on formulation choices from the perspective of restorative dentistry — a perspective that most oral care brands have never considered.
The questions we asked are the kind that only arise when a dental clinic takes aftercare seriously:
- How does this ingredient interact with glazed porcelain over six months of daily use?
- Does this flavouring agent affect the pH in a way that could compromise bonding integrity?
- Is the viscosity of this mouthwash appropriate for patients with multiple restorations?
These questions only matter if you believe — as we do — that a smile makeover does not end when the patient leaves the chair.
The Products: What We Recommend and Why
The Toothbrush — €12
Ultra-soft DuPont™ bristles engineered to clean effectively without applying excessive force to porcelain surfaces. The bristle geometry is designed to reach interproximal spaces — the gaps between teeth where plaque accumulates — without the stiffness that can cause micro-scratches on glazed ceramic. The ergonomic matte handle is weighted for control, not speed.
Whitening Toothpaste — €25
Perhaps the most technically nuanced product in the range. Most whitening toothpastes achieve their effect through abrasion — they literally scratch the stain off the enamel surface. This works on natural teeth, but it is destructive to porcelain.
SELAHATIN's whitening formula uses a non-abrasive optical brightening system combined with gentle enzymatic cleaning. The result is effective stain removal on natural teeth with zero risk to adjacent restorations. It also contains fluoride for enamel remineralisation — important for patients whose natural teeth sit alongside porcelain veneers.
The Mouthwash — €30
Most commercial mouthwashes contain between 18% and 26% alcohol — roughly equivalent to wine. This concentration is effective at killing bacteria, but it also desiccates soft tissue, irritates gums, and can weaken the resin cement used to bond veneers.
SELAHATIN's mouthwash is 100% alcohol-free. It uses a combination of antibacterial botanicals and pH-balanced water to provide effective oral hygiene without the collateral damage. The flavour profile — refined, complex, not artificially sweet — makes it a product you actually want to use, which is the most underrated quality in oral care.
Why Aftercare Is the Real Differentiator
Here is the uncomfortable truth about smile makeovers: the failure mode is not clinical. It is domestic.
Veneers do not fail because the dentist made a mistake. They fail because the patient used the wrong products for years without knowing it. The glaze dulls. The margins stain. The bonding weakens. By the time the patient notices, the damage requires clinical intervention — repolishing, rebonding, or in the worst cases, replacement.
We created this partnership because prevention is always preferable to repair. When a patient leaves ACE DNTL with a new smile, we want them to have every advantage in maintaining it. Not a generic list of dos and don'ts, but specific products that we have tested, verified, and trust.
The Industry Gap
The oral care industry is worth over €40 billion globally, yet the overwhelming majority of products are formulated without any input from restorative dentistry. That gap — between what the industry produces and what patients with dental work actually need — is what this partnership addresses.
SELAHATIN brought the formulation expertise, the design vision, and the manufacturing capability. We brought the clinical knowledge, the patient insight, and the professional accountability.
Where to Buy
SELAHATIN products are available at all ACE DNTL clinic locations — Marbella, Riviera del Sol, and Estepona — and online through our shop. We offer the full range with free shipping across Europe on orders over €50.
For patients who visit us for treatment, the products are integrated into our aftercare programme as a clinical recommendation, not an upsell. For everyone else, they are simply the best oral care products we have ever used — and we have tried everything.
The Standard Between Visits
The result is a range of products that we are genuinely proud to recommend. Not because they are luxurious — although they are. Not because they are beautiful — although they are. But because they work. They protect the investment our patients have made in their smile. And they make the daily ritual of oral care feel like something worth doing properly.
Aftercare is not an afterthought. It is the second half of the result.
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Direct Answers
- Where can I buy SELAHATIN products in Spain?
- SELAHATIN products are available at all ACE DNTL clinic locations in Marbella, Riviera del Sol, and Estepona, as well as online at acedntl.com/selahatin with free shipping across Europe on orders over €50.
- Is SELAHATIN toothpaste safe for porcelain veneers?
- Yes. SELAHATIN's whitening toothpaste uses a non-abrasive formula with a low RDA (Relative Dentin Abrasivity) score. It cleans effectively without scratching or dulling porcelain surfaces — which is why ACE DNTL recommends it as part of their veneer aftercare programme.
- Why does ACE DNTL recommend SELAHATIN over other brands?
- ACE DNTL reviewed SELAHATIN's formulation data and tested their products in a clinical environment. The toothpaste is non-abrasive, the mouthwash is alcohol-free, and all ingredients are compatible with porcelain, composite, and natural enamel. No other brand met all of these criteria.
- What is the Rick Owens × SELAHATIN collaboration?
- Rick Owens partnered with SELAHATIN on a limited-edition oral care collection that reflected his uncompromising design aesthetic. The collaboration was covered by publications including Vogue, GQ, and Wallpaper*, and positioned SELAHATIN at the intersection of fashion and oral health.