Expert Verifed


SURI was developed for people who already value making sustainable choices. Castor oil and plant-based corn starch are used to make the bristles and brush heads of SURI.

Brand's Sustainable Certifications

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United Kingdom

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Brand Description

SURI, an acronym for Sustainable Rituals, is a London-based firm that prioritizes sustainability and convenience in consumer choice. The brainchild of founders Mark Rushmore and Gyve Safavi, SURI was established in 2021 with an unwavering commitment to developing environmentally friendly oral care products that also score high on aesthetic appeal. The headquarters is in London, with manufacturing currently happening in China. The company, however, intends to shift production to local facilities in the foreseeable future.


Sustainability Report

Living up to its name, SURI integrates sustainability into daily routines by employing plant-based corn starch and castor oil in its recyclable toothbrush heads, demonstrating its devotion to reducing plastic use. The SURI Electric Toothbrush, with its slim aluminum body and plant-based head, arrives with a charging set, intentionally omitting a USB wall charger to limit plastic waste. SURI collaborates with ClimatePartner to offset carbon emissions, gaining a climate-neutral certification and aligning with its objective to shrink its carbon footprint. Additionally, SURI provides free recycling for toothbrush heads in the UK and US, and affordable repair services, reducing landfill waste and reaffirming its status as an innovator in sustainable products.

Brand's Sustainable Attributes

No Plastic Pack
No Plastic Pack
Zero Waste
Zero Waste

Brand's Product Line


  • Sustainable Sonic Toothbrush
  • Plant based replacement heads
  • Accessories

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