Suri sustainable electric toothbrush

SURI, which stands for Sustainable Rituals, is a modern personal care brand that has gained significant attention for its eco-conscious approach to oral hygiene. Founded in 2021 by Mark Rushmore and Gyve Safavi—both former employees of the industry giant Procter & Gamble—the brand was born out of a desire to reduce the massive plastic waste generated by traditional electric toothbrushes. SURI's products are designed with a modular structure that facilitates easier repairs and recycling, featuring a slim aluminum body and plant-based brush heads made from cornstarch and castor oil bristles.

While the brand is headquartered in London and carries a strong British design identity, the products are currently manufactured in China. This location was strategically chosen because the bio-based raw materials required for their proprietary heads and bristles are largely sourced within or near the region, which helps the company maintain a lower carbon footprint during initial production. SURI is a certified B Corp and remains an independent venture-backed startup. As of early 2026, it continues to be owned by its founding team and a group of venture capital investors, including V3 Ventures, dmg ventures, and JamJar Investments, having resisted acquisition by larger conglomerates to maintain its focus on disrupting the established oral care market.