As a prominent figure in the music and entertainment industry, DJ Khaled has recently partnered with an innovative oral care brand to endorse their revolutionary gold toothbrush. On February 28, 2024 Aurezzi, a luxury oral care business developed by Noel Abdayem, goes direct-to-consumer, with DJ Khaled serving as a stakeholder and ambassador.
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The lineup, which is available on Aurezzi.com, includes a toothbrush ($59) in 24-karat gold plate, 18-karat rose gold plate, and silver plate; a toothbrush stand ($49) in 24-karat gold, 18-karat rose gold, and silver; toothpaste ($39) and mouthwash ($39), both of which are infused with either silver or gold particles.
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.
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.