The First Repairable Electric Toothbrush
Issue No 11: Suri Sustainable Electric Toothbrush
Editor’s Note
Hello,
Mark Rushmore and Gyve Safavi founded Suri when they learned that nearly every toothbrush ever owned still exists in the world. Their sustainable toothbrush aims to replace some of the 4 billion plastic toothbrushes that are disposed of every year.
"We wanted to create a brush that champions design, performance, and sustainability without compromise." – Mark Rushmore
Suri is an electric toothbrush with an aluminum body that can be repaired and plant-based brush heads that can be recycled after use, either via their take-back program – a prepaid envelope is included in the recycled packaging – or directly at home.
Suri has reinvented the whole toothbrush, from sustainable materials to manufacturing, repair, and recycling to avoid that more toothbrushes end up in landfills or in our oceans for decades to come. A true innovator in personal care.
For people, planet, and profit,
Per Håkansson (follow on LinkedIn), Publisher and founding editor
Table of Contents
Suri’s Story
Suri is a certified B-Corp that makes sustainable electric toothbrushes. They were founded in 2017 by Mark Rushmore and Gyve Safavi, who was inspired to create a more sustainable alternative to traditional electric toothbrushes after learning about the amount of plastic waste they generate.
"While most [toothbrushes] are bulky composites of plastic that can't be recycled because they're welded shut, it's no surprise that every year over four billion brushes – including electric ones – are thrown away and end up either in landfill or in our oceans." – Mark Rushmore
The toothbrushes are made from recycled aluminum and plant-based materials, like corn starch and castor oil. The brush heads are recyclable, and the company offers a take-back program for used brushes. The toothbrushes also have a long battery life, lasting up to 40 days on a single charge, that when they die can be replaced.
"Once a customer's battery dies, they can send back the brush to us to replace the battery or complete any other repairs, if necessary. Whilst we're refurbishing the brush, we will send that customer a replacement brush so they can still brush their teeth." – Gyve Safavi
Suri toothbrushes have been well-received by critics and consumers alike. They have been rated the number one sustainable electric toothbrush by The Independent, and they have an average rating of 4.87 out of 5 stars on their website.
Here are some of the key things to know about Suri toothbrushes:
They are made from sustainable materials.
They are recyclable.
They have a long battery life.
They have been well-received by critics and consumers alike.
Key Milestones
2017 – Founding: Mark Rushmore and Gyve Safavi establishes Suri with the mission of creating a sustainable electric toothbrush.
2019 – Product launch: Suri launches its first electric toothbrush, featuring a recyclable brush head and an aluminium body. Crowdfunding Success: The company raises over £400,000 through Kickstarter, indicating strong early market interest.
2020 – Awards & Recognition: SURI wins international design awards, including the Red Dot Design Award and the Good Housekeeping Sustainable Innovation Award.
2022 – Retail Expansion: SURI partners with major retailers such as John Lewis and Boots, making the toothbrush more accessible to customers. Product Innovation: SURI unveils the "Sustainable Sonic Toothbrush," featuring plant-based bristles and a self-cleaning travel case with UV-C light disinfection.
2023 – Continued Growth: SURI experiences year-on-year growth and expands its presence in international markets. Focus on Sustainability: The company emphasizes its commitment to sustainable practices, with initiatives like offering free brush head recycling and carbon offsetting.
Ongoing milestones:
Developing and launching new sustainable oral care products.
Expanding globally and reaching new customers.
Raising awareness about oral health and sustainability.
Insights and Actions
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