London-based Suri is betting that eco-conscious consumers will pay for sustainable design, reduced plastic waste, and a smarter approach to everyday oral care.
A London startup is on a mission to make your morning routine a little greener — and a lot cleaner. Suri, short for Sustainable Rituals, is launching at Target stores across the U.S., testing whether mainstream shoppers are ready to spend $80 on a sustainable toothbrush that promises both performance and planet-friendly design.
It’s a bold move for a small but ambitious brand taking on industry titans like Procter & Gamble and Philips, whose Oral-B and Sonicare lines dominate the $6 billion electric toothbrush market. But while those giants race to add Bluetooth connectivity and smartphone apps, Suri is focusing on something consumers actually care about — reducing waste.
Rethinking Oral Care for a Greener Future
Each year, more than a billion toothbrushes end up in U.S. landfills, according to National Geographic. Globally, that’s enough plastic to circle the planet a dozen times. Yet despite mounting concern over waste, most electric toothbrushes remain hard to recycle and full of unnecessary features.
That’s where Suri’s sustainable design stands out. Its toothbrushes are made from recyclable aluminum instead of plastic, use plant-based bristles, and come in minimalist, repairable packaging. The goal is simple: create a premium product that lasts longer, looks better, and doesn’t cost the Earth — literally.
Listening to What Consumers Actually Want
“We surveyed thousands of people,” says Gyve Safavi, Suri’s co-founder. “People told us they don’t use the Bluetooth features or seven brushing modes. They just want something simple, effective, and sustainable.”
Co-founder Mark Rushmore adds that customers were spending $30 to $150 on electric toothbrushes yet couldn’t even recall the brand names. “The products work,” he says, “but they inspire no loyalty and create mountains of plastic waste.”
In 2024, Suri generated around £23 million (about $31 million) in revenue — a small figure compared to the industry giants, but a strong sign that eco-conscious consumers are ready for change.
A New Kind of Consumer Revolution
Suri’s approach taps into a broader cultural shift: consumers are re-evaluating their daily products through the lens of sustainability. From refillable deodorants to compostable packaging, eco-innovation is entering every corner of the home — and now, the bathroom.
The brand’s success could signal that premium sustainability is becoming mainstream, especially as younger generations demand transparency and design that aligns with their values.
