Annually, more than a billion toothbrushes are thrown away, marking a significant contribution to the environmental damage inflicted by plastic waste. Most of these toothbrushes are non-biodegradable, resulting in an additional fifty million pounds of plastic burdening our landfills each year. Furthermore, a substantial number of these discarded toothbrushes are improperly disposed of, frequently finding their way into our oceans. It’s estimated that plastic waste, including these toothbrushes, is responsible for the tragic loss of over 100,000 marine mammals annually.
This week, SURI, a leading UK personal care brand that specialises in sustainable oral care products, has announced the completion of its Series A funding round, securing £6 million in investment. The funding round was co-led by prominent investors JamJar who invested in Deliveroo, Tony’s Chocolonely, Wild, Skin+Me, V3 Ventures (Yepoda, Wild and Holy Energy), dmg ventures (Papier, Zoopla), and Hambro Perks (Moneybox, Peppy, GoCardless, Tide), reaffirming investor confidence in SURI’s innovative approach to sustainable oral care products.
A milestone achievement
This significant investment comes on the heels of SURI’s rapid growth, with sales exceeding £10 million in just two years since its inception. The infusion of capital will be instrumental in accelerating the brand’s international expansion efforts and supporting the development and launch of new product lines.
Disrupting the industry
SURI, short for Sustainable Rituals, is committed to creating oral and personal care products that promote sustainability without compromising on quality, performance, or design. Founded by Procter & Gamble alumni Mark Rushmore and Gyve Safavi, SURI leverages their extensive experience in the personal care industry to offer innovative solutions to environmental challenges. The brand’s Sustainable Sonic Toothbrush has received widespread acclaim and numerous awards, reflecting its commitment to excellence and sustainability.
SURI has quickly emerged as a disruptor in the oral care industry since its establishment in May 2022. Its flagship product, the Sustainable Sonic Toothbrush, has garnered widespread acclaim for its sustainability features and design excellence. Unlike conventional toothbrushes made from single-use plastic, SURI’s toothbrush is designed for longevity and recyclability, reflecting the brand’s commitment to environmental responsibility.
Innovative products
SURI’s Sustainable Sonic Toothbrush features an aluminium handle and a plant-based head, available in four colours to suit various bathroom aesthetics, and designed to be easily repaired, increasing the product’s longevity. The product is accompanied by a range of thoughtfully designed accessories, including a travel case with a built-in UV-C light for sanitisation and a magnetic mirror mount for added convenience.
Founders’ vision
Mark Rushmore and Gyve Safavi founded SURI with the aim to address the environmental challenges posed by the personal care industry. The founders were inspired to create SURI after recognising the need for sustainable alternatives to traditional oral care products. Their vision has resonated strongly with consumers, propelling SURI to become the fastest-growing electric toothbrush brand in the UK.
“It’s a real achievement, and testament to our product, to secure funding in the current climate, and we feel incredibly fortunate to have the backing of investors who believe in SURI’s vision.” Said CCO Mark Rushmore. “We’ve created a product that looks beautiful, gives you a dentist-approved clean and is designed to last. The response so far has been astounding and proves that we’ve created something consumers really want, signalling a shift in behaviours and attitudes towards sustainability.
CEO Gyve Safavi, added, “We started SURI with one main aim; to create sustainable, beautiful and convenient alternatives to everyday personal care products. We’re proud of how far we’ve come in under two years and are grateful to the amazing people who have helped us get here. We’re just getting started and remain focused on creating delightful experiences for our customers.”
Investor confidence
Tom Bradley, Partner at Hambro Perks, expressed excitement about SURI’s potential, “We are delighted to be backing Gyve, Mark and the team at Suri again. Our fund exists to back businesses and founders with the potential to be market leaders and Suri’s phenomenal growth is proving that it can be just that.”
Jimmy Dietz, Partner at V3 Ventures, said “Gyve and Mark’s dedication to sustainability and innovation within the oral care industry has truly impressed us. Their commitment to delivering high-quality products while minimising environmental impact aligns seamlessly with V3’s values and mission. We have been particularly impressed by SURI’s rapid, capital-efficient growth and the overwhelmingly positive feedback from customers regarding their products. We are excited to support the team in making SURI a global leader in sustainable oral care.”
Kirsty Macdonald, Principal at JamJar Investments, stated, “JamJar Investments is thrilled to once again partner with SURI, a company that continues to redefine the oral health care category with its innovative products and unwavering commitment to sustainability. As pioneers in the industry, SURI epitomises striking design, cutting-edge performance, and a dedication to environmental stewardship—a trifecta that resonates profoundly with today’s consumers and has been an exceptional engine of growth since launching just over 2 years’ ago. We couldn’t be more excited to support Gyve and Mark’s vision to transform one of the highest penetration personal care categories globally.”
