DJ Khaled has helped launch a new golden toothbrush.
DJ Khaled is fronting a new luxury oral care range
The 48-year-old star has teamed up with luxury oral care brand Aurezzi as both a stakeholder and ambassador for its first direct to consumer range.
The collection includes a $59 toothbrush, which comes in 24-karat gold plate, as well as options for 18-karat rose gold and silver.
The range also features a toothbrush stand in the same options, and both toothpaste and mouthwash infused with either silver or gold particles.
Khaled said in a statement: "We the best, so we brush with the best.
"Aurezzi is much more than a luxury oral care brand, it’s a lifestyle that seeks to empower. It’s the oral gold standard.
"With Aurezzi, your daily routine becomes an opportunity to boost confidence, well-being and brush off anything that’s keeping you from succeeding.
"I resonate with that vision and am excited to take this company to the next level.”
As part of the partnership, he will push the brand across his own social media channels, including TikTok.
The company's founder Noel Abdayem added: "The engagement that we can get on TikTok when we have Khaled presenting the brand as part of his daily life will give us that organic spread."
As well as gold, the products do contain the usual ingredients necessary for oral hygeine, such as hydroxyapatite and fluoride.
Meanwhile, Adbayem insisted the products aim to enhance oral care, with the brushes apparently featuring 5,000 bristles instead of the typical 2,000, while they also weigh more than the average brush.
And he said: "The first benefit [of using gold] is getting that luxury feel and look. There are some studies coming out that prove gold might be beneficial for oral care health.”
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