Founded by friends Mark Rushmore and Gyve Safavi, SURI designs and sells sustainable electric toothbrushes. With over 4 billion toothbrushes ending up in landfill or oceans each year the founders set out to create an eco-friendly alternative. With their brush heads made from corn starch and bristles made from castor-oil, they designed their brush to reduce reliance on plastics. The company has raised equity investment from investors including JamJar, V3, Salica and DMG. Other achievements include, receiving over 10,000 reviews on Trustpilot at a 4.8/5 rating and securing a retail partnership with Boots in the UK and Gwyneth Paltrow’s Goop in the US. SURI’s sales hit £23.4m sales in 2024, up from £1.7m in 2022.