Aurezzi

Aurezzi is a luxury oral-care brand headquartered in Stockholm, Sweden [11], that positions everyday brushing as a high-end self-care ritual. Its products centre on 24-karat gold detailing — gold-plated toothbrushes, gold-particle toothpaste and mouthwash — manufactured in Switzerland. The brand describes itself as "the world's first luxury oral care brand," a self-claim repeated in the press coverage around its launch [9].

The company reached wide attention in February 2024, when it launched publicly with the recording artist DJ Khaled joining as both ambassador and shareholder [8]. Aurezzi sells directly to consumers through its own website and, according to the brand, ships across more than 80 countries.

Aurezzi was founded by Noel Abdayem, a dentist and entrepreneur, alongside co-founders Joakim Grip and Alexander Ruckemann. Abdayem had previously built The Humble Co., a sustainability-focused oral-care company whose toothbrushes sold for a few dollars each — a deliberate contrast to Aurezzi's premium positioning. He has described the idea as filling a gap he saw in an ordinary category: "I wanted to create something unique in the ordinary world of oral care."

The company places its corporate base in Stockholm, yet describes itself on its own pages as a "European oral luxury brand" without naming a city, and points to a "high-end boutique factory in Switzerland" for manufacturing [3]. Business records and editorial coverage settle the question of origin: Tracxn lists the headquarters as Stockholm, Sweden, and Robb Report refers to "the Swedish operation." The Swedish corporate base and the Swiss manufacturing are therefore distinct facts rather than a contradiction.

The founding date carries a documented discrepancy. The brand's own About page and the business database Tracxn both give 2023 as the founding year [11], with the public product launch following in February 2024. A separate trade-press account dates activity to 2021 and references a Nasdaq listing in Sweden [8]; those details belong to Humble Group, Abdayem's earlier company, rather than to Aurezzi itself.

Aurezzi's range covers manual toothbrushes, toothpaste, mouthwash, mouth spray, travel sets, gift boxes and accessories such as toothbrush stands. The signature item is a 24-karat gold-plated manual toothbrush, hand-crafted in Switzerland, offered alongside rose-gold and silver finishes. The lineup extends upward to limited-edition pieces, including a gold-plated luxury box and a solid-gold chain marketed as a brand object rather than a dental tool.

The toothbrush head is described as carrying several thousand soft or medium bristles for cleaning reach. According to the company, the gold-plating method proved so difficult to perfect that it destroyed the initial manufacturing facility during development.

Two ingredients anchor the brand's claims. Aurezzi formulates with hydroxyapatite, stating that it "is the same mineral that makes up about 97% of tooth enamel and 70% of dentin" and that it helps rebuild enamel and reduce sensitivity [4]. The company also attributes functional benefits to gold, saying it "offers natural antibacterial and anti-inflammatory benefits" and is biocompatible. These are presented as the brand's own positioning; no independent clinical verification is documented. Products are offered in fluoride-free options and use gentler surfactants such as lauryl glucoside and cocamidopropyl betaine.

Aurezzi frames oral care as something closer to beauty and wellness than routine hygiene. Its tagline, "Oral health is oral beauty," sits alongside the stated aim of "turning everyday routines into golden rituals." The company says its mission is to "transform oral care into something people genuinely look forward to," shifting brushing from a chore into a self-care moment.

The brand sits firmly in the luxury tier, with toothbrushes and toothpaste priced far above mass-market oral care. Sponsored lifestyle coverage has reinforced that framing, with one feature comparing the brand to high-end carmakers. Aurezzi sells direct-to-consumer through its website and has said it is exploring placement in beauty retailers, luxury hotels, airports and premium dental offices [8].

Aurezzi operates what it calls a closed-loop returns programme: customers can send back used toothbrushes with a pre-paid label and receive a voucher toward future purchases, with the company committing to "responsible recycling of all materials" [5]. It also states that its toothbrush bristles are built to stay in good condition for at least three months and that it follows ethical sourcing for its materials. The brand's CSR page lists no third-party certifications such as vegan or cruelty-free verification, and discloses no carbon or water-use figures.

The brand's profile has been driven largely by its association with DJ Khaled, a Grammy-winning artist who joined as a stakeholder and ambassador after being shown a gold toothbrush prototype, and who was recruited through the agency Hollywood Branded [8]. The two collaborated on a co-branded gold set.

Aurezzi's 2024 launch was covered by the beauty trade publication WWD and by the luxury title Robb Report, both reporting the gold-toothbrush debut and the Khaled partnership [9]. A further feature appeared in Maxim as partner content.

In a later development, Aurezzi announced a long-term strategic partnership with ASK Group, a private office based in the United Arab Emirates, aimed at expanding through hospitality, aviation and travel-retail channels with an initial focus on the Middle East [6].

Aurezzi is active. The company is Swedish-headquartered, sells internationally, and has publicly outlined expansion plans for 2026 — including what it describes as "the world's first luxury electric toothbrush," oral-health supplements and further beauty-adjacent products tied to the ASK Group partnership [6]. As of early 2026, Tracxn recorded the company as unfunded with around ten employees [11].