If someone had predicted at the beginning of 2025 that one of the year's most surprising luxury launches would be a tube of toothpaste, few would have taken it seriously. Yet, that is precisely the reality as Rick Owens, the high priest of dark, brutalist fashion, makes a startling foray into the world of daily hygiene.
The Unlikely Collaboration: From Runway to Bathroom Shelf
This week, Rick Owens quietly unveiled a four-product oral-care collection in partnership with the premium dental brand Selahatin. The genesis of this collaboration is as unconventional as the products themselves. Owens was intrigued after spotting a Selahatin advertisement that featured a quote attributed to him. Drawn to the brand's confident and bold aesthetic, the designer initiated contact himself. What followed was a partnership that has now extended the Rick Owens universe beyond clothing and furniture to an intimate part of the daily routine: the bathroom.
The collection is a study in elevated essentials. It includes a whitening toothpaste, a mouthwash, a highly concentrated mouth spray, and a sculptural toothbrush with a handle crafted from handmade horn. True to Owens's signature style, nothing about the line is ordinary. The packaging is pared-back, the textures are refined, and there's an undercurrent of quiet drama. This is not oral care designed to shout; it is designed for those who already understand the designer's distinct worldview.
Philosophy of Elevated Essentials
Rick Owens perfectly encapsulated the thinking behind this launch. He believes that one does not need many possessions in life, but the items one does use regularly should feel special and intentional. This philosophy is the core of the new collection. It is not about promoting excess but about transforming a mundane daily ritual into a designed experience. Brushing your teeth, in Owens's vision, can be a moment of minimalist luxury.
What This Launch Tells Us About The Future of Luxury
The significance of this launch extends beyond its novelty value. It clearly signals the ongoing evolution of the luxury sector. Fashion and design are no longer confined to what you wear. Today, luxury brands and designers aspire to infiltrate every aspect of a consumer's lifestyle, from morning routines to evening wind-downs. The act of turning a basic function like oral care into a design-led ritual is a definitive trend for 2025 and beyond.
For devoted followers of Rick Owens, this collection offers a new, more accessible point of entry into his aesthetic realm, without the commitment of a full runway ensemble. For the wider market, it stands as tangible proof that the reach of luxury fashion now extends far past the wardrobe. While the concept of a designer toothpaste might seem absurd initially, in the context of Rick Owens's consistent vision for stark, meaningful objects, it feels like a logical, if unexpected, step.
These are products meant to be displayed, not hidden. They will likely find a place of pride on modern bathroom counters, serving as subtle statements of a curated lifestyle. The Rick Owens x Selahatin collaboration is more than just a product drop; it is a commentary on how contemporary luxury seeks to design the entirety of everyday life.
