Fashion’s strangest 2025 moment: Rick Owens launches designer toothpaste

If anyone had told us at the start of the year that one of 2025’s most unexpected designer launches would be toothpaste, we probably wouldn’t have believed them. And yet, here we are. Rick Owens, the king of dark glamour and brutalist fashion, has officially entered the world of oral care. Yes, really.

This week, Owens quietly dropped a four-piece oral-care collection in collaboration with luxury dental brand Selahatin, and it might just be the least predictable designer product launch of the year. The line includes a whitening toothpaste, a mouthwash, a highly concentrated mouth spray, and a sculptural toothbrush finished with a handmade horn handle. Naturally, nothing about it feels ordinary.

The story behind the collaboration is just as unexpected. Owens revealed that the idea came about after he noticed a Selahatin advertisement that quoted him. He liked their unapologetic, bold aesthetic enough to reach out himself. One thing led to another, and suddenly the Rick Owens universe expanded from clothes and furniture to… your bathroom shelf.

Owens summed up the philosophy behind the launch perfectly, saying he believes you don’t need many things in life, but the things you do use should feel special. That idea runs through this collection. It’s not about excess. It’s about elevating something you already do every day.

True to form, the products carry his signature minimalist, slightly severe energy. Think pared-back packaging, refined textures, and a quiet sense of drama. This isn’t toothpaste screaming for attention. It’s toothpaste that assumes you already know who Rick Owens is.

What makes this drop interesting isn’t just the novelty factor. It’s how clearly it fits into where luxury is heading. Fashion isn’t stopping at clothes anymore. Designers want to be part of your entire lifestyle, from what you wear to how you start and end your day. Turning a basic routine like brushing your teeth into a design-led ritual feels very 2025.

And let’s be honest, this is exactly the kind of object that will live proudly on bathroom counters rather than being hidden away in drawers. For Owens fans, it’s another way to buy into his world without committing to a runway look. For everyone else, it’s proof that luxury fashion now extends far beyond the wardrobe.

A designer toothpaste might sound absurd on paper. But somehow, coming from Rick Owens, it makes perfect sense.