EXCLUSIVE: DJ Khaled Backs New Oral Care Brand That Makes a Gold Toothbrush
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DJ Khaled is going for the gold.
Today, Aurezzi, a luxury oral care brand founded by Noel Abdayem, launches direct-to-consumer with DJ Khaled on board as a stakeholder and ambassador. The lineup, which is available on Aurezzi.com, includes a toothbrush, $59, which comes in 24-karat gold plate, 18-karat rose gold plate and silver plate; a toothbrush stand, $49, which comes in 24-karat gold, 18-karat rose gold and silver; toothpaste, $39, and mouthwash, $39, which are both infused with either silver or gold particles.
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Abdayem is also the visionary behind The Humble Co., an oral care brand known for its minimalistic approach. In 2021, the company was listed on Nasdaq in Sweden as Humble Group with an array of other brands under the same umbrella. According to the team, it has a market cap of more than $500 million. In addition, The Humble Co.’s toothbrush line is reaching nearly $20 million in sales annually, according to Abdayem. With this, he has similar sales expectations for Aurezzi.
“In the upcoming two or three years, we should be able to hit over $30 million in annual sales,” he said. “If we manage to reach that number, I don’t see why we wouldn’t be able to grow to $50, $100 million.”
After working on The Humble Co., Abdayem, who is also a dentist, recognized a white space in the oral care category that he is now aiming to fill with Aurezzi.
“A few years back while I was meeting potential investors, I met with a global firm that works a lot [with] beauty, especially premium beauty,” he said. “I realized when I was in that meeting that no one has taken the luxury space within oral care.”
“There are some studies coming out that prove gold might be beneficial for oral care health,” Abdayem claimed.
Upon building the brand, which emphasizes gold in its products, Abdayem knew he would need a face that represented luxury. Khaled immediately came to mind. Abdayem worked with marketing agency Hollywood Branded, which orchestrated conversations with Jay Z-founded entertainment company Roc Nation and Khaled to establish the partnership.
“We the best, so we brush with the best. Aurezzi is much more than a luxury oral care brand, it’s a lifestyle that seeks to empower. It’s the oral gold standard,” said Khaled in a statement. “With Aurezzi, your daily routine becomes an opportunity to boost confidence, well-being and brush off anything that’s keeping you from succeeding. I resonate with that vision and am excited to take this company to the next level.”
Khaled will be pushing the brand across his social media channels, most notably TikTok.
“The engagement that we can get on TikTok when we have Khaled presenting the brand as part of his daily life will give us that organic spread,” Abdayem said.
The products are all created to enhance the oral care experience beyond what one might find with a toothbrush and toothpaste from the drugstore. For example, the brushes feature 5,000 bristles instead of the normal 2,000 and weigh more than the average brush, according to Abdayem.
“The first benefit [of using gold] is getting that luxury feel and look,” Abdayem said. “There are some studies coming out that prove gold might be beneficial for oral care health.”
While the gold is there for that luxe feel, the products also contain typical ingredients for oral hygiene, like hydroxyapatite and fluoride.
Although the brand doesn’t have retailer partners confirmed yet, the team is eyeing key beauty channels, as well as partnerships with luxury hotels, airports, private jets, yachts and premium dentist offices. The team also plans to expand its oral care offering in the future.
