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Aurezzi was founded in 2021 by Noel Abdayem, the visionary dentist and entrepreneur renowned for pioneering sustainable oral health care through The Humble Co. Crafted in Switzerland, Aurezzi transcends conventional oral care with distinct materials and elegant design. Its flagship product, the 24K gold-plated toothbrush, along with gold-infused toothpaste and mouthwash, epitomizes luxury, elevating everyday rituals and transforming the oral care experience. Discover the epitome of luxury in oral care with Aurezzi, where each product is crafted to inspire confidence, well-being, and success. Aurezzi - the gold standard of oral care.
The Founders
"Just as there are luxury alternatives in cosmetics and fragrances, there should be that option in oral care." - Noel Abdayem
NOEL ABDAYEM
Aurezzi's founder Noel Abdayem is an entrepreneur and dentist recognized for pioneering the sustainable oral care industry with his company the Humble Co. Inspired by the "one for one" movement, Abdayem envisioned selling environmentally friendly bamboo toothbrushes with a similar charitable concept. He successfully propelled the Humble Co. to international acclaim, reaching markets in the U.S., Great Britain, France, the Netherlands, Germany, and his home country, Sweden. In 2021, the company was listed on Nasdaq in Sweden under the name Humble Group (publ), with a current market cap of over $500 million.
JOAKIM GRIP
As former Deputy CEO at iDeal of Sweden, Joakim Grip had the financial., legal, and commercial responsibilities for online sales - encompassing 65 professionals dedicated to influencer and performance marketing and CAM. Under Joakim's three-year leadership, iDeal of Sweden sales soared from €15M to €SOM. Additional experience includes the interim CEO role at iDeal., CFO at the fashion company Whyred., and financial roles at SSAB and Deloitte.
ALEXANDER RUCKEMANN
Alexander Ruckemann is the former COO of the sportswear company ICIW., where he was the head of e-commerce, customer experience., and logistics. During his three-year tenure, Alexander drove profitable expansion with sales growing from €6M to €30M. Additional experiences include management at Bonnier News and serving as an Intelligence Officer in the armed forces. Alexander earned his MBA from SSE.
DJ KHALED
For over two decades, the very mention of DJ Khaled has implied an elevated level of musical greatness entrepreneurial excellence, and cultural impact. You've heard him across a GRAMMY® Award-winning multiplatinum catalog seen him in blockbusters such as Bad Boys For Life caught him on the cover of Rolling StoneJ watched him on numerous television programs and felt his presence from the streets all the way up to the Barack Obama White House. He has achieved dozens of multiplatinum and gold certifications, including the sextuple-platinum Billboard Hot 100 #1 "I'm The One [feat. Justin Bieber, Quavo, Chance the Rapper, & Lil Wayne], quadruple-platinum "Wild Thoughts [feat. Rihanna & Bryson Tiller], and double-platinum ''No Brainer [feat. Justin Bieber, Chance the RapperJ & Quave]. The latter propelled his 2019 album, Father of Asahd [We The Best Music Group/Epic Records], to the top of the charts. Not only did it garner a platinum certification but it also became his third consecutive Top 2 debut on the Billboard Top 200 and emerged as the "#1 Most-Streamed Record upon release. To date he has moved 20 million singles and 6 million albums in addition to gathering 4 billion+ streams.
Founders Insights: Behind Aurezzi's Luxury Revolution
Noel Abdayem, Co-Founder of Aurezzi
Inspiration Behind Aurezzi:
"When I started Humble, we disrupted the traditional market that was focused on plastic goods. In a similar way, Aurezzi disrupts the traditional view of oral care as only a mass-market product. Just as there are luxury alternatives in cosmetics and fragrances, there should be that option in oral care. The person who choose high-end products and materials in their lifestyle should have that option when it comes to taking care of their dental health. We believe that oral care can be beautiful and high-end, and focus on dental prevention."
Flagship Product Inspiration:
"I was inspired by the traditional role that gold has had in medicine and oral care. Gold is a recyclable, natural material and poses no harm to your body. It is the perfect material if you want to avoid plastic as well as make it aesthetically pleasing. The shape is designed for optimal grip and to reach behind your back teeth. The 5000 bristles are made for better cleaning ability and the polyamide blend makes the bristles more durable than your average toothbrush."
Establishing Aurezzi Worldwide:
"Having the right distribution channels is key for international expansion. Even though the channels for Aurezzi are somewhat different from Humble, my network and contacts have enabled the company to quickly find the right suppliers and partners all around the world."
Joakim Grip, Co-Founder of Aurezzi
Growth Strategy Contribution:
"My main learning is that a consumer brand needs to build both DTC and B2B at the same time. There are mutual benefits for both channels where e-commerce and digital marketing strengthen brand awareness while B2B and retail increase credibility and improve the customer experience. Today, it is much more important to build a brand rather than go for lower funnel and promotional activities. For Aurezzi, it is especially important since we are creating a completely new space in the market. My strategy is to build a world and community around Aurezzi while we grow and onboard customers."
Marketing and Branding Approach:
"We work with both online and physical presence. It is important for us to be in the right places where our target group is located. We have a strategy to work with our retailers, sponsor events, and host our own events. We partner with hotels, beach clubs, high-end dentist practices, luxury car dealerships, and other similar settings to get our product into the hands of the right people. At the same time, we do larger partnerships, such as with DJ Khaled."
Alexander Ruckemann, Co-Founder of Aurezzi
Customer Experience and Logistics:
"I believe that the whole customer experience must reflect the brand, whether it is packaging, shipment, or customer service. From the start, we have invested heavily in high-quality and durable packaging for our precious products. Our ambition is to use as little plastic as possible, choosing paper as our primary material. Customer support is a prioritized area; in addition to our dedicated support staff, we also involve everyone on the team in customer support. Even management sometimes replies and engages with customers to understand their gains and pains."
Sustainability and Environmental Consciousness:
"We believe in sustainable luxury and work actively to reduce our carbon footprint with our suppliers and partners. Our toothbrush is more durable than a regular toothbrush. Gold is a natural material that does not create unnecessary waste. We have a recycling program where customers can send their used toothbrushes to us and receive a voucher in return. We then recycle all the used brushes en masse."
Noel Abdayem on Innovation and Future Offerings:
"At launch, we entered the market with a toothbrush, toothpaste, and mouthwash. Simultaneously, we are further developing oral care products as well as bathroom and travel accessories. The main development project now is bringing a luxury electric toothbrush to the market. We also have a wide range of innovations regarding ingredients, technology, and style that will change how we see the oral care market."
Ingredients in Aurezzi's Formulations:
"We work with several high-quality ingredients to ensure dental care and freshness. For example, we have Hydroxyapatite in the gold edition to increase enamel rebuilding and Tetrapotassium Pyrophosphate in the whitening edition, which contributes to stain removal."
Ensuring Quality and Purity of Gold:
"We work with top suppliers in Switzerland and Germany in the gold plating process. All materials are certified and conflict-free."
Specialized Technologies and Techniques:
"We are especially proud of the toothbrush. The gold plating process and achieving the heavier weight is an extremely complicated process. It is a manufacturing secret how it is done, and it took a long time to find the right supplier."
The Products
At Aurezzi, oral care transcends routine, transforming into moments of self-care and luxury. The brand's commitment to quality and efficacy is evident in every product, from gold-plated toothbrushes to 24K gold-infused toothpaste. This dedication to excellence has positioned Aurezzi as the gold standard in oral care, trusted by both patients and dentists.
Efficacy of Ingredients
Hydroxyapatite
A key ingredient in Aurezzi's toothpaste is hydroxyapatite, a naturally occurring mineral that constitutes the primary building block of tooth enamel. Hydroxyapatite helps to remineralize and repair enamel, making teeth stronger and more resistant to decay. Its inclusion in Aurezzi's 24K gold-infused toothpaste ensures that users receive both aesthetic appeal and tangible dental health benefits.
Sodium Fluoride
Sodium fluoride is another crucial ingredient in Aurezzi's toothpaste. At a concentration of 0.254% W/W (1153 PPM F), it provides robust protection against cavities by strengthening tooth enamel and making it more resistant to acid attacks from plaque bacteria and sugars in the mouth. This scientifically proven ingredient is a cornerstone of effective dental care.
Gold Particles
The 24K gold particles in Aurezzi's toothpaste aren't just for show. Gold has natural antibacterial properties, which help to reduce oral bacteria and enhance overall oral hygiene. Combined with the other active ingredients, the gold particles elevate the toothpaste from a functional product to a luxurious experience.
The 24K Gold-Plated Toothbrush
Aurezzi’s gold-plated toothbrushes are engineering marvels designed for both effectiveness and elegance.
Exceptional AUZ® Bristles
The toothbrushes feature over 5000 superior bristles available in soft or medium firmness. These bristles provide a thorough clean, effectively removing plaque and aiding in the prevention of gum disease. The dense bristle arrangement ensures that every corner of the mouth is reached, promoting comprehensive oral health.
Elegant and Functional Design
Available in classic black and sleek white, Aurezzi’s toothbrushes are not just tools but stylish accessories that complement any bathroom aesthetic. The 24K gold-plated handle is designed for an effortless grip and optimal brushing angle, providing an unparalleled brushing experience.
Responsible Luxury
Aurezzi is committed to responsible luxury, ensuring that its products are as sustainable as they are effective.
Circularity and Recycling
Customers are entitled to a pre-paid shipping label for easy returns when replacing their toothbrushes. Aurezzi guarantees the responsible recycling of all materials and reduces waste, offering a $10 voucher for future orders as an incentive.
Ethical Sourcing and Durability
All materials used in Aurezzi products are ethically sourced, and the toothbrushes are designed for exceptional durability, with bristles that remain in optimal condition for at least three months.
Commitment to Excellence
At Aurezzi, customer satisfaction is paramount. The Customer Service team is dedicated to assisting with product information, order issues, and feedback. Every interaction is an opportunity to enhance the customer experience, reinforcing Aurezzi's position as a trusted and respected brand in luxury oral care.
Aurezzi's commitment to quality, efficacy, and luxury makes it the oral gold standard. By combining scientifically proven ingredients with innovative design and responsible practices, Aurezzi ensures that every product delivers both exceptional dental health benefits and a luxurious experience. Whether you are a patient seeking superior oral care or a dentist recommending the best, Aurezzi is the brand you can trust.
24K PLATED TOOTHBRUSH
Aurezzi's toothbrush collection is designed to bring ease and luxury to the process of brushing your teeth. With an octagonal handle design, thoughtfully plated with 24K gold, a perfect cleaning angle is ensured. A brush head containing more than 5000 bristles densely packed together ensures that teeth and gums get the cleaning they deserve, providing superior plaque removal and reduced gingivitis.
Cleaning the mouths of billionaires and the kicks of sneakerheads, this 24K gold-plated engineering marvel effortlessly removes stains from caviar, lobster, and champagne alike—leaving your mouth jewels bright and clean. It’s oral care; treat yourself.
24K Gold-Plated Handle: Skillfully designed for an effortless grip and optimal brushing angle, it offers a brushing experience that's second to none;
Exceptional AUZ® Bristles: Available in soft or medium firmness. Boasting over 5000 superior bristles, our toothbrushes provide a thorough clean that is unmatched, effectively battling plaque and aiding in the prevention of gum disease.
Elegant Design: Available in classic black and sleek white, our toothbrushes are not merely functional but also stylish accessories that complement your aesthetic.
TOOTHPASTE
A rich and creamy toothpaste that leaves a unique sensation and a golden taste in your mouth. With 24K gold particles and hydroxyapatite - one of the components of tooth enamel - it can help rebuild the surface of your teeth. A fresh sensory experience with unique whitening capabilities.
There’s toothpaste, and then there’s 24K gold-infused toothpaste with hydroxyapatite to help rebuild your enamel. Ideal for erasing the vestiges of your oral indulgences. It’s oral care; treat yourself.
Active ingredient
Contains Sodium Fluoride 0,254% W/W (1153 PPM F). Only for adults. Do not swallow.
Other ingredients
Aqua, Sorbitol, Hydrated Silica, Lauryl Glucoside, Xanthan Gum, Mentha Piperita Oil, Hydroxyapatite (Nano), Cocamidopropyl Betaine, Glycerin, Aroma, Aloe Barbadensis Leaf Juice, Sodium Fluoride, Sodium Saccharin, Sodium Benzoate, Potassium Sorbate, Citric Acid, Limonene, Calcium Aluminum Borosilicate, Silica, Tin Oxide, Potassium Chloride, Synthetic Fluorphlogopite, CI77891, CI77491, CI77480 (gold)
MOUTHWASH
This advanced formula containing 24K golden particles inhibits bacteria and remineralizes teeth, preventing cavities. It reduces tooth sensitivity and creates that golden glow on your teeth. Its mild and refreshing mint taste leaves your mouth feeling fresh all day, without it feeling dry.
Shower your mouth with this 24K golden mouthwash that swishes away the remnants of oral pleasures like fine dining and lavish parties, leaving your breath in mint condition. Best served in a champagne glass. That’s oral care; treat yourself.
Active ingredient
Contains Sodium Fluoride 0,05% W/W (227 PPM F)
Other ingredients
Aqua, Alcohol, Sorbitol, PEG-40 Hydrogenated Castor Oil, Aroma, Sodium Saccharin, Menthol, Sodium Fluoride, Cetylpyridium Chloride, Disodium EDTA, Citric Acid, Sodium Benzoate, Calcium Aluminium Borosilicate, Silica, Tin Oxide, CI 77891, CI 77480 (gold), CI 77491
Only for adults. Do not Swallow.
Aurezzi stands at the pinnacle of luxury oral care, seamlessly blending innovation, elegance, and efficacy. Aurezzi transcends conventional oral hygiene with its exquisite 24K gold-plated toothbrushes, gold-infused toothpaste, and mouthwash. Each product is an indication of the brand's commitment to quality and sustainability, transforming everyday routines into moments of indulgence and self-care.
Aurezzi's luxurious products are not just tools for oral care but symbols of a lifestyle that values both health and opulence. By integrating scientifically proven ingredients with sophisticated design, Aurezzi offers a unique and transformative approach to oral hygiene. For those who seek the gold standard in oral care, Aurezzi is the ultimate choice. Embrace the luxury of a radiant smile with Aurezzi, where excellence and elegance converge.
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