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SURI

Produces sustainable direct-to-consumer sonic toothbrushes

Overview

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About SURI

Simplify's Rating
Why SURI is rated
C+
Rated C on Competitive Edge
Rated B on Growth Potential
Rated C on Differentiation

Industries

HardwareDesignHealthcareConsumer Goods

Company Size

N/A

Company Stage

Series A

Total Funding

$10.1M

Headquarters

London, United Kingdom

Founded

2020

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Simplify's take

What believers are saying

  • Core 1.0 at $75 and £65 expands access without abandoning sustainability messaging.
  • July 9, 2026 Restore toothpaste opens a second revenue stream and cross-sell opportunity.
  • More than a million toothbrushes sold globally validates demand beyond niche eco buyers.

What critics are saying

  • Amazon and Target commoditize SURI, crushing pricing power within 12 months.
  • Mail-back recycling weakens at retail, undermining the circularity story outside DTC.
  • If repeat head sales stall, SURI loses recurring revenue and becomes a one-time gadget brand.

What makes SURI unique

  • SURI combines aluminium hardware, plant-based heads, and free head takeback recycling.
  • Core 1.0 launched September 3, 2026, broadening SURI beyond premium Pro 2.0.
  • Retail reach spans Boots, Amazon, Target, Best Buy, and Erewhon by 2026.

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Funding

Total Funding

$10.1M

Below

Industry Average

Funded Over

2 Rounds

Series A funding typically happens when a startup has a product and some customers, and now needs funding to scale. This money is usually used to grow the team, expand marketing, and improve the product. Venture capital firms are frequently the main investors here.
Series A Funding Comparison
Below Average

Industry standards

$15M
$7.9M
$8.2M
$15M
$30M

Benefits

  • Health Insurance
  • Dental Insurance
  • Flexible Work Hours
  • Hybrid Work Options
  • Remote Work Options
  • Paid Vacation
  • Paid Holidays
  • Disability Insurance
  • Life Insurance
  • Professional Development Budget
  • Cycle to Work scheme
  • Electric Bike Cycle to Work scheme

Company News

T3
Aug 12th, 2026
SURI launches affordable version of its best-selling electric toothbrush - with hardly any compromises.

SURI launches affordable version of its best-selling electric toothbrush - with hardly any compromises. It keeps almost all of the brand's best features Published 1 hour ago Quick summary. SURI has launched the Core 1.0, a more affordable alternative to its Pro 2.0 electric toothbrush. Priced at £65, it's available to buy now via SURI's online store, Amazon and Boots. SURI has expanded its electric toothbrush lineup with a new, more affordable model - the Core 1.0. It's the third toothbrush the brand has launched since arriving on the scene in 2022, and now sits alongside the Pro 2.0 following the discontinuation of the original SURI 1.0. Aesthetically, the Core 1.0 and Pro 2.0 look virtually identical, and thankfully, many of the features are the same too. You still get a built-in pressure sensor and two-minute timer, alongside the impressive four-week battery life SURI has become known for. To bring the price down, the Core 1.0 has a less powerful motor and drops the Pro 2.0's UV cleaning case, but otherwise, little has changed. The SURI Core 1.0 is available to buy now for £65 from SURI's online store, Amazon and Boots. There are four colours to choose from, all of which are completely new to the brand, helping give the Core 1.0 its own identity despite its similarities to the Pro. Latest Videos FromT3 Best treadmills 2024 The best treadmills can help you get road fit and improve cardio health without even leaving the house. 0 seconds of 1 minute, 33 seconds Volume 0% I've actually had the Core 1.0 for a few weeks already, so I've been able to test it properly. You can read my full review that was published earlier today, but it's safe to say that I enjoyed the experience very much. You can tell that motor isn't quite as powerful and I did find myself missing the UV charging case, but neither stopped it from delivering an excellent brushing performance. It's very clear that the new launch represents an important step in making the brand's approach to oral care available to more people, which I think will prove very popular. Get all the latest news, reviews, deals and buying guides on gorgeous tech, home and active products from the T3 experts

City A.M.
Mar 12th, 2024
SURI: The toothbrush brand backed by Innocent Drinks' founders

Sustainable toothbrush brand SURI has raised an extra £6m through a Series A funding round with the help of Jamjar Investments.

dmg ventures
Mar 11th, 2024
Yes, SURI: why we invested in the toothbrush that will change your life - dmg ventures

I was as skeptical as you are now when the opportunity to invest in SURI first crossed my desk. Does the world really need another toothbrush? The answer

The Union
Oct 28th, 2023
A recipe for fun: Trailblazer Craft Pizza & Brews has something for every taste

In March of 2017, Zac and Suri Everhart bought and opened Trailblazer Craft Pizza & Brew in Alta Sierra.

Tech Funding News
Oct 31st, 2022
Deliveroo investor backs £2M funding round of this carbon-neutral sonic toothbrush — TFN

SURI (SUstainable RItuals), a London-based developer of a carbon-neutral sustainable sonic toothbrush, has secured £2M.

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