Suri

SURI is a UK-based oral care company that designs and sells sonic electric toothbrushes and related consumables intended to reduce waste in personal care. Its product line includes two brush tiers — SURI Pro (currently at version 2.0) and the lower-priced SURI Core — plus replacement brush heads, a refillable toothpaste system called Restore, and accessories such as a UV travel case, wireless charger, mirror mount, washbags and a soap dish made from returned brush heads. Brushes retail from about $75 for Core and from about $89.25 for Pro in the US (from £65 and £72.25 respectively in the UK), and orders carry a 100-day money-back guarantee.

The company positions its products around materials choice and end-of-life recovery: brush heads are made from plant-based cornstarch with bristles derived from castor oil, the brush body is aluminium so it can be opened for repair and component recovery and is recyclable, and internal components include steel and lithium batteries. Used heads can be returned free of charge in the UK and US using a pre-paid compostable mailer for recycling. Toothpaste refills use Vivomer, described by the company as a plastic-free biomaterial. SURI publishes annual impact reports (2022 through 2025) and states it is fully B Corp accredited.

The founders, Mark Rushmore and Gyve Safavi, came from advertising and Procter & Gamble backgrounds and launched the brand in 2022 after identifying that two incumbents held roughly 75% of the toothbrush market and that conventional brushes are not recyclable. As of the 2024 City AM profile, Safavi served as co-founder and CEO and Rushmore as co-founder and CCO, with 17 staff.