Suri Sustainable Sonic Toothbrush

SURI (short for Sustainable Rituals) is a disruptive oral care brand founded in 2022 by Gyve Safavi and Mark Rushmore, two former colleagues from Procter & Gamble. The brand was established in London with the mission of addressing the environmental waste generated by the oral care industry, where billions of plastic toothbrushes are discarded annually. The product stands out for its modular design, featuring a durable, slim aluminum handle intended to be repairable and a recyclable plant-based head made from cornstarch and castor oil bristles.

While the brand is headquarted in London, United Kingdom, manufacturing takes place in Shenzhen, China. The founders have stated that this location was chosen because the majority of the raw materials, such as the plant-based plastics and aluminum components, are sourced from within or near China, which helps minimize the overall carbon footprint of the supply chain. SURI is a venture-capital-backed private company and has achieved B Corp accreditation, reflecting its commitment to social and environmental performance.