Aurezzi Launches at Prince Pharmacy in London
Updated: 5 days ago
Aurezzi, the Stockholm luxury oral care house known for its 24K gold-plated toothbrush, is now available at Prince Pharmacy, London's premium pharmacy group. The launch, rolled out in September 2025, was structured by Beauty Expert Consulting.
The Aurezzi 24K Gold gift box, available at Prince Pharmacy. Image: Prince Pharmacy.
A London address built for luxury wellness
Since 1985, Prince Pharmacy has grown into what it describes as the largest independent group of private pharmacies in Central London. Its boutiques sit on some of the city's most exclusive streets: Mayfair, Knightsbridge, Kensington High Street, Marble Arch, Edgware Road and Westfield London.
Most of them stay open until 1am, seven days a week, with Arabic-speaking teams, a wellness clinic and a medispa. Prince Pharmacy also delivers same day in Central London, next day across the UK, and ships internationally. For Aurezzi, it means a showcase in front of an international, high-spending clientele that already treats wellness as a luxury category.
The Prince Pharmacy boutique on Dover Street, Mayfair. Photo: Prince Pharmacy.
Aurezzi on shelf at Prince Pharmacy, London. Photo: Beauty Expert Consulting.
Who is Aurezzi?
Aurezzi was founded in Stockholm in 2023 by Noel Abdayem, a dentist and entrepreneur who previously created The Humble Co., together with Joakim Grip and Alexander Ruckemann. Its products are made in a boutique factory in Switzerland.
The brand turns the daily brushing routine into a golden ritual: a 24K gold-plated toothbrush, toothpaste and mouthwash with 24K gold particles, a silver line, mouth sprays and gift boxes. Music producer DJ Khaled is an ambassador and shareholder of the brand.
Why luxury oral care is winning in London
Wellness is the new luxury: premium clients now invest in daily rituals, not only in skincare and fragrance, and oral care is the next category to be elevated.
A gifting-ready object: the gold toothbrush and the gift box (from £35 for the toothpaste to £165 for the full set at Prince Pharmacy) work as a statement gift in a city of international visitors.
Credibility from a dentist founder: a brand created by a dental professional fits naturally on a pharmacy shelf, where expertise and prestige meet.
How Beauty Expert Consulting built the launch
Retailer targeting: identifying Prince Pharmacy as the right London address for a luxury oral care brand with an international clientele.
Negotiation: structuring the listing with the Prince Pharmacy team.
Assortment: selecting the hero references for the boutiques and the e-shop, from the gold toothbrush to the gift box.
Launch coordination: aligning brand, retailer and logistics for the September 2025 rollout.
Part of a wider European rollout
Prince Pharmacy is one step in a structured European plan. With Beauty Expert Consulting, Aurezzi has also entered Pharmacie Anglo-Française in Cannes and Pharmacie Anglaise in France, the German online retailer Niche Beauty, and John Bell & Croyden in London.
In a few months, Aurezzi has secured a presence in leading premium pharmacies in London and France.
FAQ
Where can I buy Aurezzi in London?
Aurezzi is available at Prince Pharmacy in London, in store and on princepharmacy.com, with same-day delivery in Central London and next-day delivery across the UK.
What are Aurezzi's signature products?
The 24K gold-plated toothbrush, the toothpaste and mouthwash with 24K gold particles, and the gift box that brings the full ritual together.
How can a beauty brand get listed at Prince Pharmacy?
A distinctive premium positioning, a clear assortment and launch plan, and a partner who knows the retailer make the difference. Beauty Expert Consulting supports brands from retailer selection to launch.
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