A Chat with Gyve Safavi, Co-Founder at Sustainable Oral Healthcare Brand: SURI

SURI (abbreviation of Sustainable Rituals) encapsulates our vision for the future of sustainable wellness and innovation in the oral health care industry.

Our first product, the Sustainable Sonic Toothbrush, marks a new, design-led bathroom essential made primarily from plant-based and recyclable materials to offer a ‘toothbrush for life’ and help combat the wastefulness of oral care products.

A long-lasting rechargeable battery powers the toothbrush for 30-plus days between charges, and sonic technology delivers 33,000 brush movements per minute, providing an eco-friendly approach to healthier teeth, a brighter smile, and a clean conscience. As well as the brush, we’ve extended our design principles to its accompanying accessories, including a UV-C LED light clean and charge travel case and a magnetic wall-mountable toothbrush stand.

The case can be charged via USB, keeping your brush ready to use while killing up to 99% of bacteria that builds up in the toothbrush head with built-in UV-C LED cleaning lights.

Built with a right-to-repair in mind, the Sustainable Sonic Toothbrush features an aluminium handle and plant-based heads. Unlike other electric models, the body can be easily dismantled by us for recycling or repair when sent back. A lifetime guarantee under a subscription plan also covers the replacement of brush heads every one to three months and free maintenance.

We provide hassle-free mail-back recycling for all products to ensure that none of the brushes ends up in landfills or oceans.

Upon launching, we fully sold out within two weeks, which was a huge achievement for us.


How did you come up with the idea for the company?

Mark Rushmore (fellow co-founder) and I had a lightbulb moment when we learned that conservative estimates of global disposal rates of toothbrushes amount to 4 billion, and almost all models are not recyclable in municipal recycling streams. With our combined experience of over ten years at Procter & Gamble, we felt readily equipped to innovate and help solve this staggering waste issue.

Manual bamboo toothbrushes continue to grow as consumers make changes to live more sustainably, but there hasn’t been an eco-alternative for the millions of electric toothbrush users to date, which is proven to offer a superior clean. Until now. At SURI, we understand and appreciate that sustainability has to match up to the performance and aesthetics of industry leaders to compete effectively. We feel our brand, product and duty always to be mindful of our impact really sets us apart.


How has the company evolved over the last couple of years?

We launched earlier this year and have already learnt so much. We’ve grown our team, won several consumer and industry accolades and, crucially, understood that SURI’s offering was desperately needed on the market, giving us the impetus to continue innovating.

Our proudest result has been the feedback from our customers – with over 600 5-star reviews of the Sustainable Sonic Toothbrush.

What can we hope to see from SURI in the future?

True to our name of Sustainable Rituals, we are looking to launch a series of further innovations across our category. We can’t give out too much more information, so be sure to follow us to stay in the loop @discoversuri.