Aurezzi Signals the Skincare-ification of Oral Care with
“This collaboration reflects our focus on supporting founders who are redefining categories through craftsmanship, innovation, and a long-term mindset...”
Sheikh Ahmed Bin Sultan Bin Khalifa Bin Zayed Al Nahyan
Luxury oral care is undergoing a transformation once reserved for skincare and haircare. Aurezzi, the European luxury oral care brand redefining daily hygiene as a design-led ritual, has entered a long-term strategic partnership with His Highness Sheikh Ahmed Bin Sultan Bin Khalifa Bin Zayed Al Nahyan, from the royal family of Abu Dhabi and his private office ASK Group.
The partnership comes as Aurezzi enters its next phase of global growth, following rapid international expansion and ahead of several major product launches planned for 2026. It positions the brand at the intersection of beauty, wellness, and lifestyle, accelerating expansion across key luxury ecosystems including hospitality, aviation, travel retail, and high-end distribution channels, with an initial focus on the Middle East and broader international markets.
As consumers increasingly view personal care through a luxury and wellness lens, oral care is following the same evolution skincare experienced over the past 10 to 15 years - shifting from utility to identity, from routine to ritual. Aurezzi has emerged as the category-defining brand in luxury oral care, blending high-performance formulations, refined materials, and elevated design to create what it calls the ORAL GOLD STANDARD.
Already operating across more than 80 countries, Aurezzi has built early traction through direct-to-consumer growth, luxury retail partnerships, and a growing B2B footprint spanning hospitality, aviation, dental clinics, and travel retail. The brand’s roadmap includes the upcoming launch of the world’s first luxury electric toothbrush, oral health supplements, and expanded beauty-adjacent products that further cement oral care’s place within the premium personal care ecosystem.
The alliance with His Highness Sheikh Ahmed Al Nahyan and ASK Group provides Aurezzi with strategic depth beyond traditional brand partnerships. Through sovereign alignment, regional expertise, and access to global networks, the collaboration is designed to support long-term market entry, commercial expansion, and brand stewardship across key luxury markets. Through ASK, the partnership brings institutional expertise across capital markets, international expansion, and long-term brand building within luxury ecosystems.
With a rapidly expanding luxury personal care market and increasing consumer demand for premium wellness experiences, Aurezzi is positioning itself as the reference brand for luxury oral care worldwide. With this partnership, Aurezzi moves from pioneering luxury oral care to building the global standard for it.
“This is about building the future of a category, not chasing short-term visibility. The Middle East is a global hub for luxury, innovation, and cultural influence. This partnership allows Aurezzi to scale thoughtfully, with credibility, and with partners who understand how enduring luxury brands are built.”
Noel Abdayem
About ASK Group
ASK Group is a private office under the leadership of His Highness Sheikh Ahmed Bin Sultan Bin Khalifa Bin Zayed Al Nahyan, organized and existing under the laws of the United Arab Emirates. They are described as overseeing and coordinating the Sheikh’s personal, family, and strategic business interests, including roles in sports, hospitality, and lifestyle ventures. His Highness is referred to as President of the football club “Palm City FC,” and is also associated with initiatives in luxury hospitality, wellness, and other related ventures, reflecting a diversified, highend investment and operating platform.
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