Health & Beauty global distribution specialist Grace Inc. (CEO Abraham Sun Cho) announced the official launch of Swedish luxury oral care brand Selahatin in Japan, marking its successful entry into the first floor of Isetan Shinjuku Main Store, the country’s premier luxury department store.
Renowned as one of Japan’s most prestigious department stores, Isetan Shinjuku has become a hub of global trends and a symbolic stage for premium brands worldwide. Beyond its role as a retail channel, the store serves as a platform for elevating brand value and targeting high-end consumers, with an exceptionally rigorous curation process required for entry.
By securing a placement at Isetan, where only the world’s most influential brands are carefully selected, Grace Inc. once again demonstrated its strong global distribution and brand management capabilities. The company aims to provide Japanese consumers with a new, high-end oral care experience while rapidly expanding Selahatin’s brand recognition in Japan’s premium beauty and lifestyle market.
Building on its collaboration with Isetan, Grace Inc. plans to broaden Selahatin’s presence across Japan through leading department stores, select shops, and premium retail outlets, further strengthening its global brand distribution business.
Selahatin, founded by Kristoffer Vural, is a Swedish luxury oral care brand that goes beyond dental hygiene to offer a sensory and emotional experience. Inspired by Vural’s personal journey during hospitalization from a neurological condition—which made him realize the vital role of scent and taste in daily life—the brand embodies a unique philosophy and concept.
This vision has led Selahatin to secure placements in over 20 world-renowned department stores and earn global recognition, including a nomination for the Wallpaper Design Awards, selection by GQ as one of the “world’s best grooming brands,” and acclaim by Monocle as “the most sophisticated toothpaste brand in the world.”
In addition to its newly launched presence at Tokyo’s Isetan, Selahatin is also available at Dover Street Market Paris, Selfridges London, Highsnobiety Berlin, LuisaViaRoma Florence, De Bijenkorf Amsterdam, and Holt Renfrew Canada, among other prestigious retailers worldwide.
Leading Selahatin’s entry into Japan, Grace Inc. continues to expand its global brand distribution and operational capabilities in the market, diversifying its portfolio and solidifying its presence. This acceleration has been supported by strategies such as compliance-driven ingredient consulting in line with Japan’s Ministry of Health regulations, packaging tailored to local consumer preferences, demand forecasting based on cumulative market data, and integrated online-offline marketing initiatives.
Grace Inc. has also established a Japanese subsidiary, enabling full in-house management of sourcing, business consulting, local marketing, and logistics through a one-stop solution system designed to ensure stable brand growth. By simultaneously launching domestic and international brands through Japan’s major distributors and platforms, coupled with local marketing and viral campaigns, the company continues to strengthen brand awareness and achieve consistent results.
Beyond Japan, Grace Inc. has positioned itself as a leading brand builder across the Asia-Pacific region. The company exclusively supplies more than 50 global health & beauty brands to over 50,000 offline and online retail channels worldwide. Most recently, Grace Inc. has been focused on expanding both K-Beauty and global brands into international markets, including Japan, North America, and ASEAN countries.
