Suri, a London-based startup known for its sleek, easy-to-recycle electric toothbrush, is taking aim at another everyday staple: the toothpaste tube. The company has introduced a new toothpaste system built around a reusable, custom-designed pump and plant-based refills that can be composted at home after use.
Cofounder and CEO Gyve Safavi says the design process took more than two years, focusing on creating a product that users would want to display rather than hide. “It was about how do we make that beautiful experience so that you wouldn’t mind having it on your counter, and if guests came over, you wouldn’t be hiding it,” Safavi told Fast Company.
The gel toothpaste itself avoids common ingredients like palm oil and titanium dioxide. It replaces fluoride with nano-hydroxyapatite, a NASA-developed ingredient that mimics enamel to strengthen teeth without affecting the oral microbiome, according to the company.
Suri's move addresses a significant environmental problem: tens of billions of single-use plastic toothpaste tubes end up in landfills each year. While the company has gained market share from legacy oral care brands with its electric toothbrush, it remains to be seen whether consumers will embrace a refill-based system that requires an upfront pump purchase.
A potential caveat is that the refill system adds complexity to a daily routine, and the startup will need to convince customers that the environmental and aesthetic benefits outweigh the convenience of a traditional tube.