What SURI (Sustainable Rituals) does

SURI (Sustainable Rituals), operating as Coral Innovations Ltd, is a UK-headquartered sustainable oral care brand founded in 2020 by former Procter & Gamble employees. The company designs, sells, and distributes premium electric toothbrushes, replacement heads, toothpaste, and accessories through a direct-to-consumer Shopify storefront (trysuri.com) spanning the UK, US, EU, and Canada, with supplementary distribution on Amazon and physical retail partnerships including Boots. The core product, the SURI 2.0 Sonic Electric Toothbrush, operates at 33,000 vibrations per minute, features an aluminum body, a Touchsense pressure sensor, 40-day battery life, USB-C charging, and a UV-C travel case that claims 99.9% bacteria kill rate. Brush heads are manufactured from plant-based materials (cornstarch stems and castor-oil bristles), and the company operates a free mail-back recycling program in the UK and US through partnerships with Reborn (soap-dish upcycling) and DCW Exeter (material separation).

The business model combines one-time hardware revenue (£84–£194 across toothbrush and bundle SKUs) with recurring subscription revenue from replacement heads (£11.98 every 3 or 6 months, 10% discount) and toothpaste (£9.59 every 2 months, 20% discount). The company has served 800,000+ cumulative customers, claims 100,000+ active head subscribers and 500,000+ email subscribers, and achieved over £10 million in sales by 2023. SURI is B Corp certified (score 88.9/200) and has earned editorial recognition in Forbes, Vogue, Elle, GMA, Esquire, Fast Company, and the Marie Claire UK Sustainability Awards 2024. A £6 million Series A led by JamJar, V3 Ventures, DMG Ventures, and Salica Investments closed in March 2024 to fund international expansion and product-line extension into toothpaste and adjacent accessories.

Name

SURI (Sustainable Rituals)

Legal name

Coral Innovations Ltd

Website

https://trysuri.com

Company type

Private

Founded year

2020

Operating status

Operating

Headcount range

11–50 employees

Short description

SURI (Sustainable Rituals) is a UK-based sustainable oral care brand selling premium sonic electric toothbrushes, plant-based replacement heads, and toothpaste direct-to-consumer via Shopify, Amazon, and retail partners. Founded in 2020 by ex-P&G operators, the company serves eco-conscious consumers and has reached 800,000+ customers.

Ownership category

akta.pro rank

Product category

Electric Toothbrushes

NAICS

Dental Equipment and Supplies Manufacturing (339114)

SIC

Dental Equipment & Supplies (3843)

akta.pro primary industry

Electric Toothbrushes & Power Brush Heads (CRABAFAC)

Keywords

• Sustainable oral care
• Electric toothbrushes
• Plant-based dental products
• Oral hygiene products
• Eco-friendly toothbrushes

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Operations, Personnel, Technology or R&D, Infrastructure

Revenue model

1. Electric Toothbrush Hardware Sales: One-time purchase revenue from SURI 2.0 sonic toothbrush ($84-$108) and bundle packages (Travel Set $125.47, Brush Together Bundle $194.40, Gift Set $142.46). Primary revenue driver with multiple color options and accessories.
2. Subscription - Replacement Heads: Recurring subscription model delivering 2 plant-based brush heads every 3 or 6 months for $11.98 per delivery (10% discount vs one-time purchase). Over 100,000 subscribers. Includes free prepaid mailer for recycling used heads.
3. Subscription - Toothpaste: SURI Restore toothpaste available via subscription at 20% discount ($9.59 every 2 months for 2 tubes). Made in USA with nano-hydroxyapatite formula.
4. Accessories and Replacement Parts: Individual sales of accessories including UV Charge Case ($35), Washbag 2.0 ($19.99), Charging Stand ($11), Mirror Mount ($5.50), Toothpaste Key ($6.02), and replacement heads ($18.99 for 3-pack).

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels9 records

Core offering

SURI designs, sells, and distributes a premium sonic electric toothbrush (SURI 2.0) with aluminum body, plant-based bio-material brush heads, and a UV-C sanitizing travel case, alongside supporting oral care products including fluoride-free Restore toothpaste, replacement heads sold individually and via subscription, and lifestyle accessories. The company operates a circular-economy model that includes free brush-head recycling in the UK and US, transforming returned heads into soap dishes via its partner Reborn.

Product overview

SURI (Sustainable Rituals) is a sustainable oral care brand offering a focused portfolio of electric toothbrushes and accessories designed for life. The core offering centers on the SURI 2.0 Sonic Electric Toothbrush—a dentist-designed sonic brush with 33,000 vibrations per minute, aluminum body, and plant-based brush heads made from cornstarch and castor oil. The product line extends through: replacement heads (available individually or via subscription), Restore Toothpaste (nano-hydroxyapatite formulation), and accessories including UV travel cases, charging stands, washbags, mirror mounts, and the Recycled Soap Dish (made from returned brush heads). Products are offered as standalone items or in value bundles (Travel Set, Brush Together Bundle, Gift Set). The company operates a circular economy model with free recycling of brush heads in the UK and US, and has achieved B Corp certification.

Differentiator

Problem solved

Functional benefit

Products and services

• SURI 2.0 Sonic Electric Toothbrush Premium dentist-designed sonic electric toothbrush with 33,000 vibrations per minute, Touchsense pressure sensor, 4+ week battery life, aluminum body, and a UV-C clean-and-charge travel case. Ships with one plant-based brush head made from cornstarch and castor oil. Targeted at eco-conscious and oral health focused individual consumers.
• SURI Restore Toothpaste Fluoride-free toothpaste with nano-hydroxyapatite (n-HAp), Malic Acid, and Cornmint Oil designed to strengthen enamel, reduce sensitivity, and whiten teeth while preserving the mouth microbiome. Packaged in a recyclable aluminum tube. Targeted at SURI toothbrush customers seeking a complete sustainable oral care routine.
• Heads Subscription Plan Subscription service delivering 2 plant-based replacement heads every 3 months (or every 6 months) at £11.98 per delivery. Includes 10% discount, free shipping, letterbox-friendly delivery, and free recycling via prepaid compostable mailer. Over 100,000 subscribers.
• SURI Plant-Based Replacement Heads One-time purchase of recyclable plant-based toothbrush heads, 3-pack at $18.99. Medium-soft bristles for interdental cleaning, compatible with SURI 1.0 and 2.0. Available with free recycling in UK and US.
• UV Clean-and-Charge Travel Case Standalone UV-C clean-and-charge case priced at $35. Built-in battery-powered UV-C LED light kills 99.9% of bacteria on the brush head; charges SURI 2.0 via USB-C.
• 2.0 USB-C Charging Stand Weighted wireless charging stand for SURI 2.0 priced at $11. USB-C compatible, pebble-inspired design for stable daily charging.
• SURI Washbag 2.0 Water-resistant travel washbag at $19.99 made from recyclable Tyvek exterior with inner lining from recycled plastic bottles. Waterproof zip and hanging loop; available in Fog, Charcoal, and Thyme.
• Magnetic Mirror Mount Magnetic mirror mount at $5.50 that attaches the toothbrush to tiles, mirrors, or walls via 3M tape, keeping bathroom surfaces clean and paste-free.
• Recycled Soap Dish Minimalist bathroom soap dish made entirely from 18 returned SURI brush heads. Produced by UK partner Reborn using injection-molded PLA. Each dish is unique due to natural material variations.
• The Travel Set Complete travel bundle at $125.47 (25% off $167.00) including SURI 2.0 brush, UV travel case, water-resistant washbag, Restore toothpaste, toothpaste key, and magnetic mirror mount.
• Brush Together Bundle 2.0 Bundle of two SURI 2.0 brushes for couples or families at $194.40 (28% off $270.00). Includes UV travel cases and mirror mounts for both brushes; option to add matching replacement heads.
• Gift Set Premium gift set at $142.46 (25% off $189.46) in a textured embossed box, including SURI 2.0 brush, UV case, water-resistant washbag, Restore toothpaste, toothpaste key, brush head, magnetic mirror mount, and wireless charge stand. Positioned for weddings, holidays, and special occasions.

Quantifiable outcome

• Removes 5x more plaque after just one use vs ADA-approved manual toothbrush
• +5 more outcomes

Named customers4 records

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Partnerships

Five partnerships are on record, tiered minor and core.

• Retail Technology Innovation HubminorGTM or Marketing Partner · 4 March 2026SURI recognized among innovators in Retail Technology Show 2026 report alongside Perfect Ted, Fabacus, BrandAlley Group, Dewey, Amazon, and Kingfisher. AI noted as key focus area for 2026 RTIH Innovation Awards.
• ReborncoreStrategic or Co-development Partner · 1 January 2025UK-based materials studio partner for recycling brush heads into soap dishes. Reborn transforms sustainability of global homewares industry by giving waste new life. Each soap dish is made from 18 returned brush heads injection-moulded into minimalist designs.
• DCW (Exeter Recycler)coreStrategic or Co-development Partner · 1 January 2024Recycler based in Exeter, UK that separates different materials in returned toothbrush heads. Removes bristles for reuse in DCW's own products while providing shredded PLA stem material for soap dish production.
• Vibe the WaveminorStrategic or Co-development Partner · 1 January 2024Sponsored three-woman team (Grace, Maddie, G) during 48-day Atlantic row to raise awareness around ocean plastic pollution. Team used SURI toothbrushes throughout crossing, with brushes lasting 39-48 days on single charge.
• 00.thestoreminorChannel Partner/ Reseller/ Distributor · 1 January 2023Pop-up retail partnership in central London. 00.thestore described as 'that shop where you can find all those exciting new brands you saved on Instagram' featuring eco-conscious lifestyle brands.

Scale indicators15 records

Recent moves6 records

Expansion highlights6 records

Emerging players

• The Humble Co. The Humble Co. produces sustainable oral care products (bamboo brushes, natural toothpaste) and donates to oral health causes. It overlaps with SURI on sustainability and oral care but targets a more value-oriented eco consumer.
• Brush with Bamboo: Brush with Bamboo is an eco-focused manual toothbrush brand emphasising biodegradable bamboo handles. It shares SURI's sustainability ethos but competes only in the manual segment, making it an adjacent emerging player.

Direct peers

• Quip: Quip is the most direct US-based competitor in the DTC subscription electric toothbrush category, offering a similar premium brush + replacement head subscription model and an expanding oral care line. Both brands compete for the same eco-conscious, design-led consumer with subscription-driven retention.
• Hello Products: Hello Products is a natural-ingredient DTC oral care brand offering toothpaste, mouthwash, and brushes via retail and online. It overlaps with SURI on toothpaste, sustainability positioning, and premium naturals.
• Burst: Burst is a DTC sonic toothbrush brand with a replacement-head subscription model and influencer-driven growth, very similar to SURI's positioning. Both target design-conscious consumers seeking premium alternatives to Oral-B and Philips Sonicare.
• Twice (oral care): Twice is a DTC premium electric toothbrush brand with replacement subscription plans, directly competing with SURI's core offer. Comparability is strongest on the brush + subscription bundle and design-led positioning.
• Bite: Bite is a DTC toothpaste tablet and oral care brand with a subscription model and sustainability positioning. It is comparable to SURI on the toothpaste side and on subscription-driven, eco-conscious premium oral care.
• Boka: Boka is a DTC natural oral care brand offering nano-hydroxyapatite toothpaste (similar to SURI's Restore formula) with sustainability claims. It is most directly comparable on the toothpaste and natural-ingredients proposition.

Broad incumbents

• Philips Sonicare: Philips Sonicare is a premium sonic electric toothbrush incumbent directly comparable to SURI's sonic technology (33,000 vibrations/min). It competes in the same premium sonic segment with much larger scale and global distribution.
• Oral-B (Procter & Gamble): Oral-B is the global category leader in electric toothbrushes and a direct competitor to SURI's sonic brush. As a P&G-owned brand it has vastly greater R&D, distribution, and dentist relationships than SURI.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/sustainablerituals
• Instagraminstagram.com/discoversuri

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds3 records

Investors4 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about SURI (Sustainable Rituals)