The designer brings his ascetic sensibility to a four-piece oral-care capsule, signaling the continued convergence of beauty, wellness, and luxury design
Rick Owens is expanding his universe into an unexpected corner of the wellness category, unveiling a four-piece collaboration with artisanal mouth-care label Selahatin. The collection—available now on Selahatin.com—includes a whitening toothpaste, mouthwash, eau d’extrait oral, a handmade horn toothbrush, and a travel set. While small in format, the partnership carries outsized implications for how luxury houses continue to experiment with ritual, sensoriality, and lifestyle positioning.
The pairing hinges on a shared philosophy: elevating the most ordinary gestures into moments of identity and intention. For Selahatin founder Kristoffer Vural, who created the company after a stroke reshaped his relationship to the everyday, oral care became a site for reinvention. For Owens, long known for transforming uniformity into ceremony, the extension into personal rituals is a natural evolution of his aesthetic language.
Vural developed a custom aroma for the collaboration that mirrors Owens’ world—monochrome, architectural, and magnetically severe. The profile opens with verbena, Madagascar vanilla, and Sichuan pepper; moves through juniper, dark citrus, and rosemary; and settles into a base of black pepper and peppermint. The composition favors sharp contrasts and a kind of brutalist clarity, aligning the sensorial experience with the designer’s stripped-back visual codes.
For luxury leaders, the capsule underscores a broader shift: as consumers fold wellness habits into their identity, categories once considered peripheral to fashion now hold strategic value. Owens’ collaboration with Selahatin reflects this expanding terrain, where essential objects serve as both aesthetic statements and lifestyle markers—small rituals that reinforce a larger worldview.
