DJ Khaled has helped launch a new golden toothbrush.
The star has teamed up with luxury oral care brand Aurezzi as both a stakeholder and ambassador for its first direct-to-consumer collection.
The collection includes a $59 toothbrush, which comes in a 24-karat gold plate, as well as options for 18-karat rose gold and silver. The collection also features a toothbrush stand in the same options, and both toothpaste and mouthwash infused with either silver or gold particles.
“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,” Khaled said 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,” he added.
As part of the partnership, Khaled will push the brand across his own social media channels, including 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,” the company’s founder Noel Abdayem added.
As well as gold, the products do contain the usual ingredients necessary for oral hygiene, such as hydroxyapatite and fluoride.
Meanwhile, Adbayem insisted the products aim to enhance oral care, with the brushes apparently featuring 5,000 bristles instead of the typical 2,000, while they also weigh more than the average brush.
“The first benefit [of using gold] is getting that luxury feel and look. There are some studies coming out that prove gold might be beneficial for oral care health,” he said.
