Imagine transforming a common bathroom nuisance into a multimillion-pound business empire. Gyve Safavi and Mark Rushmore did exactly that by creating Suri, the revolutionary sustainable toothbrush that eliminates sink-side gunk while building a £24 million brand embraced by celebrities and eco-conscious consumers worldwide.
The Sustainable Toothbrush Revolution Begins
Suri’s founders first met unexpectedly on a speedboat in southern France. Both veterans of Procter & Gamble, they shared expertise in consumer brands like Oral-B and Gillette. However, their vision for a sustainable toothbrush emerged years later during the pandemic. They reconnected in a London park where Safavi presented a detailed business plan for an eco-friendly electric toothbrush.
Innovative Design Meets Sustainability
The sustainable toothbrush design incorporates three key elements:
- Eco-friendly materials made from corn starch, castor oil, and aluminium
- Wall-mountable magnet that prevents sink gunk accumulation
- Repair and recycling program encouraging circular economy principles
This approach eliminated unnecessary features like Bluetooth, focusing instead on practical functionality and environmental responsibility.
Overcoming Manufacturing Challenges
Developing their sustainable toothbrush presented significant hurdles. The founders cold-called 24 manufacturers across Asia, facing rejection from most. Factories preferred efficiency over innovation, reluctant to work with hardware newcomers. Eventually, one Chinese factory agreed to produce their initial 5,000 units after they secured £800,000 in funding from angel investors and venture firm Salica.
Rapid Growth and Market Acceptance
Suri’s sustainable toothbrush quickly gained traction. Their first production run sold out in three days, followed by a second batch selling out within two weeks. The brand attracted celebrity endorsements from Sir Jony Ive and the Kardashians, while Gwyneth Paltrow’s Goop began stocking the product in the US. Strategic Instagram advertising and a £200,000 Earth Ad Fund prize further amplified demand.
Funding Success and Business Expansion
The company secured substantial investment rounds, raising £2 million in 2023 and £6 million in 2024. Backers included JamJar, the venture fund founded by the Innocent smoothies team. Despite early logistics challenges involving battery shipping restrictions, Suri now employs 37 people while maintaining founder majority ownership.
Sustainable Toothbrush Key Features
Suri’s product stands out through several innovative features:
- Long battery life reducing frequent charging needs
- Quiet motor technology enhancing user experience
- Magnetic mounting system eliminating sink gunk completely
- Recyclable materials supporting environmental sustainability
Industry Recognition and Future Outlook
The sustainable toothbrush has received praise from design icon Sir Jony Ive and continues disrupting established brands like Oral-B and Philips. The founders acknowledge the personal sacrifices required, crediting their families for support during the intense startup phase. From chance meeting to industry disruptor, Suri demonstrates how addressing overlooked consumer pain points can create successful sustainable businesses.
Frequently Asked Questions
What makes Suri toothbrushes sustainable?
Suri uses materials like corn starch, castor oil, and aluminium that are either biodegradable or easily recyclable. The company also offers a repair and recycling program.
How does the magnetic mount prevent gunk?
The wall-mountable magnet keeps the toothbrush elevated and dry, preventing moisture accumulation and bacterial growth common with traditional brush holders.
Where can I purchase Suri toothbrushes?
Suri products are available through their website and select retailers including Goop in the United States.
Are Suri toothbrushes more expensive than conventional options?
While initially higher priced, Suri focuses on long-term value through durability, repairability, and reduced environmental impact.
How successful has the business been?
Suri has grown to a £24 million brand with multiple successful funding rounds and rapid product sell-out rates.
Do Suri toothbrushes come with Bluetooth features?
No, the founders intentionally eliminated gimmicky features to focus on essential functionality and sustainability.
