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Just launched, Aurezzi is a brand reimagining the daily ritual of brushing your teeth. We spoke with the COO and co-founder, Alexander Ruckemann, to explore the inspiration behind their gold-infused products, the science driving their formulas, and how design and wellness converge in every detail.

From harnessing the power of hydroxyapatite to redefining aesthetic expectations in dental care, Aurezzi isn’t just about looking good — it’s about feeling good and doing good, starting with the simple act of caring for your smile.







    What was the driving force and inspiration behind the birth of Aurezzi?

    We were inspired by the worlds of beauty, design, and wellness, where aesthetics and efficacy go hand in hand. With Aurezzi, we wanted to bring that same mindset to oral health — creating products that feel luxurious, look beautiful on the shelf, and genuinely motivate better, more consistent habits. It’s about transforming the ordinary into something intentional, stylish, and sustainable.

    Tell us about hydroxyapatite in the formulas and how it compares to fluoride in rebuilding enamel?

    While fluoride creates an acid-resistant fluorapatite layer to the enamel, HAp rebuilds the natural enamel, protecting your teeth. HAp is the same mineral that makes up about 97% of tooth enamel and 70% of dentin and therefore helps remineralize enamel, reduce sensitivity, and protect against decay.

    SHOP NOW: Aurezzi Toothpaste Gold Menthol

    What role do 24K gold particles play in your formulations and our oral health?

    Gold is an exciting component in oral care. It offers natural antibacterial and anti-inflammatory benefits, helping to reduce harmful bacteria and soothe irritated gums. It's also biocompatible and may support tissue healing—making it both safe and effective. By enhancing the delivery of other active ingredients, specifically nano gold takes oral hygiene to a more advanced, luxurious level, ideal for patients seeking cutting-edge care.

    How can we support oral health while maintaining the natural microbiome balance?

    Aurezzi supports oral health by using ingredients that clean effectively without disrupting the mouth’s natural balance. Instead of harsh antibacterial agents, we use gentle surfactants and targeted ingredients like hydroxyapatite to protect enamel, and lauryl glucoside and cocamidopropyl betaine which provide cleansing action without being overly harsh. In the mouthwash, we include cetylpyridinium chloride, which helps reduce harmful bacteria while being milder than typical antiseptics. The inclusion of sorbitol, menthol, and aroma compounds adds freshness without disrupting microbial diversity. Plus, citric acid helps maintain a pH environment less favorable to harmful bacteria but not acidic enough to harm enamel or the microbiome. Our formulas are designed to refresh and protect — all while respecting the beneficial bacteria that are essential for a healthy oral microbiome.

    Can you share about the stylish and functional design choices of the products?

    Our toothbrush is designed with both style and performance in mind. It features 5,000 high-quality bristles for maximum cleaning efficacy and long-lasting durability. The ergonomic handle enhances grip and control, while the precisely angled head makes it easier to reach behind your back teeth for a thorough clean. We’ve also made intentional choices in our packaging: the toothpaste comes in a sleek aluminium tube, and the mouthwash in a durable glass bottle — both materials not only look premium but also offer greater sturdiness and are fully recyclable. These design choices reflect our commitment to sustainability without compromising on aesthetic or function.

    How does Aurezzi hope to actually motivate better dental habits?

    At Aurezzi, we believe that building better dental habits starts with transforming oral care into something people genuinely look forward to. That’s why we’ve combined high-performance design with a sense of everyday luxury. By making oral care products that are both effective and beautiful, we shift the perception of brushing and rinsing from a routine chore into a rewarding self-care ritual.

    Elevate your daily routine with Aurezzi’s luxurious, science-backed oral care and shop the collection now.