SURI
The Daily Ritual That’s Quietly Harming the Planet — And the One That Isn’t
Every year, more than four billion toothbrushes are thrown away. That’s enough plastic to circle the globe twelve times — much of it ending up in landfills, oceans, or incinerated. Toothpaste tubes are no better: non-recyclable, petrochemical-laden, and destined for the bin. We do this every day, often without thinking.
But what if your oral care routine could be reimagined — made beautiful, effective, and truly sustainable?
That’s the radical simplicity behind SURI.
Designed to Last, Built to Matter
At first glance, SURI might look like a beautifully pared-back electric toothbrush. But dig deeper, and it reveals a quiet design revolution.
Where most electric brushes are plastic-heavy and destined for landfill, SURI’s body is crafted from durable, recyclable aluminium — designed not only to perform, but to endure. Its brush heads are made from cornstarch and castor bean oil, and are recycled for free in the UK and US. No greenwashing, no hidden microplastics — just smart, circular design made easy.
Even the internal mechanics follow suit: a long-life lithium battery that’s replaceable, not disposable. Steel fasteners instead of glue. A modular design that invites repair rather than redundancy.
This isn’t innovation for innovation’s sake. It’s innovation for good.
The Performance Is Quietly Brilliant
While most sustainable products ask us to compromise, SURI does the opposite. The sonic motor delivers 33,000 brush movements per minute, clinically proven to remove plaque more effectively than a manual brush. The ultra-quiet vibration feels gentle but powerful — and with a 40+ day battery life, it won’t let you down mid-trip or mid-routine.
Its magnetic wall mount saves space in minimalist bathrooms. The optional UV-C sterilising travel case charges while killing 99.9% of bacteria. Every detail feels considered. Every feature, necessary.
Introducing: SURI Restore Toothpaste
Now, SURI has extended its vision with Restore, a high-performance toothpaste to match the brush. Instead of fluoride, it uses nano-hydroxyapatite (n-HAp) — a mineral originally developed by NASA to repair astronauts’ enamel in zero gravity.
Restore remineralises the teeth, soothes sensitivity, and supports your oral microbiome — all without harsh foaming agents or synthetic additives. It’s entirely vegan, cruelty-free, and packaged in a fully recyclable tube and cap.
Together, the brush and toothpaste form a coherent ritual: low-waste, high-performance, and refreshingly free from compromise.
More Than a Brush: A Movement
SURI isn’t just rethinking materials. It’s rethinking values.
As a certified B Corp, the brand meets the highest standards for environmental and social responsibility. Every product is carbon-tracked and offset in partnership with ClimatePartner, and SURI publishes annual sustainability reports that hold itself publicly accountable. This is not a trend. It’s a long-term shift in how personal care is made — and what it stands for.
And with a 100-day money-back guarantee, there’s no pressure. Try it. Use it. If it doesn’t work for you, send it back. No waste. No worry.
Why It Feels Urgent Now
If you’re striving to live more intentionally — to reduce waste, make better choices, and invest in things that last — SURI offers a way in. It turns a mindless task into a mindful ritual. It says no to plastic-filled cupboards, and yes to products with purpose.
Because change doesn’t have to be loud to be powerful. Sometimes it starts in the quietest place of all: brushing your teeth, twice a day, knowing you’re not adding to the problem — but part of the solution.
SURI is available online and at Boots.
Shop the electric toothbrush, Restore toothpaste, or discover the subscription sets that make it even easier to stay consistent.
100-day money-back guarantee.
Zero guilt. Only great design.