Aurezzi
Gold has long been revered not just for its beauty, but for its powerful properties. Since ancient times, civilisations such as the Egyptians recognised gold as the ultimate natural material for dental care, valued for its unmatched purity, strength and hygienic qualities. Gold’s versatility made it ideal for intricate dental work, while its radiant appearance symbolised luxury, status and elegance. Thousands of years later, gold still stands as a mark of excellence, in both science and style.
Just as the Egyptians recognised the all-round benefits of gold, so does Aurezzi. Elevating everyday routines into golden rituals and moments of luxury, Aurezzi redefines oral care with a premium collection: a 24-carat gold-plated toothbrush with a matching stand, and a trio of gold-infused essentials – toothpaste, mouthwash and mouth spray, each enriched with 24-carat gold particles. “People invest a lot of money in having beautiful bathrooms with expensive soaps and perfumes, then they have a plastic toothbrush,” says Joakim Grip, CEO and one of three co-founders, along with Noel Abdayem, a dentist-entrepreneur, and Chief Operating Officer Alexander Ruckemann. “Our ambition is to make oral care exciting. We want you to own a toothbrush you can be proud to display.”
With a focus on quality and sustainability, Stockholm- based Aurezzi handcrafts its products in Switzerland, where precision meets luxury. The signature 24-carat gold toothbrush features 5,000 bristles, more than double that of standard toothbrushes, meaning that Aurezzi’s versions will last at least four months rather than just one or two. In addition, gold’s hygienic qualities make for easy-to-clean surfaces. Aurezzi’s toothpaste, mouthwash and mouth spray are as effective as they are elegant, powered by active ingredients that help to protect, whiten and brighten teeth. These handsome items are available individually or as a travel collection, with a sleek leather toothbrush travel case made by artisans in Italy. Toothbrushes also come silver plated or in 18-carat rose gold – all conveying the same message that oral care should be stylish, indulgent and anything but ordinary.
With these refined tools, Aurezzi hopes to turn a twice-daily routine into an indulgent hygiene ritual: pick up a gold toothbrush, look in the mirror and set a goal for the day, or reflect on accomplishments before bed. Customers can feel free to enjoy the finer things in life, safe in the knowledge that they have an effective oral care suite at home or on the move; the Aurezzi mouth spray, fashioned to resemble a sleek bottle of perfume, is perfect for slipping into a jacket pocket or handbag to provide a burst of freshness when needed.
The brand is also developing a gold-plated electric toothbrush and a crystal glass stand. “It’s a statement piece so it will be very high quality, but we don’t want to create something overcomplicated technically,” says Joakim. “This is about the art, not the technology.”
Since launching in 2023 with the endorsement of brand ambassador and Grammy award-winning artist DJ Khaled, Aurezzi has chosen to partner with high-end department stores and pharmacies such as John Bell & Croyden in London, as well as Emirates and Singapore Airlines and selected luxury hotels globally. “We want to make sure we are in the sort of places where people are thinking about travel but are also in the mood for treating themselves,” says Joakim. The message is simple: go gold and your teeth will not be the only thing that shines.