SURI

Source from Amazon

SURI’s sustainable eco-friendly toothbrushes go global! 

SURI is a sustainable personal care brand launched by Mark Rushmore and Gyve Safavi. Their mission is to mission to make the oral care industry sustainable, with an electric toothbrush that pairs maximum clean with beautiful design and minimal impact. This was driven by the alarming statistic that more than 4 billion toothbrushes, including electric toothbrushes, end up in landfills or the ocean every year.

SURI, short for sustainable rituals, launched in May 2022 and is currently the fastest growing toothbrush in the UK market, delivering 5x year-on-year in 2023. The business also joined the Amazon Launchpad Sustainability Accelerator, further amplifying their growth.

The Accelerator gave the founders access to expert guidance on optimising product listings and insights on leveraging Amazon’s Climate Pledge Friendly accreditation. It also helped SURI to navigate the early stages of business development, focussing on product innovation and market strategy.

Within just 15 months of its launch, SURI had shipped over 100,000 electric toothbrushes, become B Corp certified and the team has grown from three to 12 people.

While the company’s initial goal was to expand globally immediately, they made the decision to develop in the UK before exploring other markets. As they continue to establish, Mark and Gyve are excited to start their expansion in America.