SURI electric toothbrush

SURI (Sustainable Rituals) is a purpose-led brand that has gained significant attention in the personal care industry for its eco-conscious approach to oral hygiene. Founded in 2021 and launched in 2022 by two former Procter & Gamble colleagues, Gyve Safavi and Mark Rushmore, the brand was built on the mission to solve the environmental crisis caused by the billions of non-recyclable toothbrushes that end up in landfills each year.

The product is distinguished by its material innovation, utilizing plant-based cornstarch for its brush heads and castor oil for its bristles, paired with a slim, durable aluminum body designed to be modular and repairable. While the brand is headquarted in London, United Kingdom, manufacturing takes place in Shenzhen, China. The company explains this choice by noting that the raw materials and specialized manufacturing capabilities required for their unique sustainable designs are located in that region, which helps consolidate their supply chain footprint.

SURI is currently owned by Coral Innovations Ltd, a private company founded by the original creators. As a venture-backed startup, it has received funding from several investment firms to support its rapid growth across the UK and its recent expansion into major US retailers like Target. The brand continues to focus on circular economy principles, offering a recycling program where customers can return used brush heads for repurposing into other products.