The new gold standard? Luxury oral care brand with 24K gold products eyes major potential in Asia

Aurezzi debut in February this year with a range of indulgent oral care products such as a 24K gold plated toothbrush USD59, a toothpaste and mouthwash with 24K gold particles (USD39 each).

“Brushing your teeth is something you do every day. We want to make this routine a ritual,”​ said Samy Moustafa, global sales manager, Aurezzi.

Aside from its Instagram-worthy opulence, gold has both antiseptic and anti-bacterial properties, which make it an excellent oral care ingredient, the company claims.

The brand also has a range of products with silver plating and silver particles.

In addition to gold and silver, the products also contain ingredients like hydroxyapatite as an alternative for consumers who prefer not to have fluoride in their toothpastes.

The company highlighted that hydroxyapatite was not an alternative to fluoride but an “adequate supplement”.

Aurezzi was founded in Sweden by CEO Noel Abdayem, a dentist who also founded The Humble Co, which produces sustainable oral care products under the Humble Group. Abdayem serves as vice president of the group.

“People today want to indulge themselves during the most important moments of the day – just before you start and just before you end the day. [Abdayem] observed that there was no luxury brand in oral care that was doing this,”​ Moustafa said.

Moustafa told us that Aurezzi started as a passion project for the founder.

“But quicky, we realised there was a real business case for this… For fragrances, colour cosmetics, or hair care, 20% to 40% of the revenue is done in the luxury segment. But there was no one in the luxury oral care market -- which is a $50 billion business,”​ said Moustafa.

The brand was initially conceptualised before the COVID-19 pandemic hit in 2020 and was put on ice for the next four years.

During this time, trends such as self-care began to dominate the conversations in beauty, making it the right time to launch the product.

“Luckily, we were continuing to work on the marketing and also got DJ Kahled on board,​” said Moustafa, referring to its brand partner and shareholder, Khaled Mohammed Khaled, the American DJ and record producer.

While the firm believes the brand has global potential, it is particularly excited about Asia.

“In Asia, people are willing to spend to indulge themselves, something that you may not necessarily see across Europe, for instance. There’s a lot of interest in luxury products especially with the younger consumers. It is such an exciting market,”​ said Moustafa.

CosmeticsDesign-Asia​ has previously reported​ on the skinification of oral care in Asia.

The company is eyeing markets such as China, Japan, Malaysia, South Korea, and Vietnam.

Additionally, it is seeing similar consumer trends in the Middle East, where it has already inked deals with Nieman Marcus and Bloomingdales.

Aside from that, the brand is currently available through its own website.

Moustafa told us the company will be very exclusive with its distribution.

“We are going to be very selective about distribution. We’re looking at department stores, boutiques, as well as hotels, spas, and golf courses,”​ said Moustafa.