SURI (SUstainable RItuals), a London-based developer of a carbon-neutral sustainable sonic toothbrush, has secured £2M from Hambro Perks (also invested in Casavo and Laundryheap) and JamJar Investments.
The company will use the funds to grow its team, maintain sales momentum, and expand more widely into retail channels.
“We’re delighted to have the backing from Hambro Perks and JamJar Investments. Their unique expertise and support will enable SURI’s growth to progress from a high potential alternative on the market to a modern industry disruptor, which we feel is sorely lacking in the oral care space,” says Mark Rushmore, co-founder of SURI.
According to the company, around 4B toothbrushes end up in landfills yearly.
Sustainable Sonic Toothbrush
Founded by Mark Rushmore and Gyve Safavi, SURI is on a mission to battle the landfill issue through a carbon-neutral Sustainable Sonic Toothbrush that comes with a right-to-repair in mind and features an aluminium handle and plant-based heads.
Unlike other electric models, the body can be easily dismantled by SURI for recycling or repair when sent back. In addition, SURI provides hassle-free mail-back recycling for all its products.
A long-lasting rechargeable battery powers the toothbrush for 30-plus days between charges, and sonic technology delivers 33,000 brush movements per minute, providing an eco-friendly approach to healthier teeth, a brighter smile, and a clean conscience.
“Our rapid growth tells us people are looking for products that deliver on performance without compromising sustainability or good design. They’ve been putting their money where their mouth is, which is significant given the scale of our competitors who have dominated the market for decades,” says Gyve Safavi, co-founder of SURI.
Hambro Perks is a London-headquartered international investment firm focussed on technology investing. In addition to their flagship Venture, EIS, and co-investment funds, Hambro Perks offers several specialists differentiated investment strategies, including Hambro Perks Environmental Technology, Special Situations, and Access, which invests in venture secondaries.
“The SURI team has brought a truly innovative product to the market, and having invested in the pre-seed round, we are excited to continue partnering with them as they embark on their next stage of growth. With Hambro Perks’ extensive experience backing pioneering, technology-enabled companies, we recognised the strength of the business Mark and Gyve created. In addition, SURI has demonstrated how its innovative product can change the market at scale, driving positive change for the environment and consumers,” says Tom Bradley, Partner, Hambro Perks.
JamJar Investments is a £100M venture capital fund focused on the consumer technology and FMCG sectors. The VC has backed some exceptional founding teams at the seed and series A stages across Europe. The portfolio includes Deliveroo, Tony’s Chocolonely, Babylon Health, Oatly, Wild Cosmetics and Vashi.
“JamJar Investments prides itself on investing in brands that will shape the world we live in; that’s why we couldn’t be happier to enable SURI to continue its momentum after quickly showing the ability to create shockwaves in the oral health care category. SURI ticks all criteria of striking design aesthetics, pioneering sustainability standards, and best-in-class performance, chiming perfectly with our consumer trend insight,” says Richard Reed, co-founder of JamJar Investments