SURI expands eco-oral care line with reusable toothpaste pump

UK – SURI, a London-based startup known for designing sleek, easy-to-recycle electric toothbrushes, has launched Restore Refillable Toothpaste, a new oral-care system built around a reusable pump and plant-based refill cartridges that are designed to be home-compostable after use. 

The system pairs a durable, reusable countertop dispenser with replaceable refills made from Vivomer, a plastic-free, plant-based biomaterial developed with Shellworks. 

SURI says the format is intended to reduce packaging waste while giving consumers a cleaner, more premium bathroom product. 

The brand’s launch also extends its existing sustainability-led oral care positioning from electric toothbrushes into toothpaste.

Each refill contains 60 mL of toothpaste and is expected to last one person about one month. Users twist off the pump, remove the refill cap, and insert the refill into the dispenser for use. 

The pump is airless and precision-dosed, meaning it is designed to push product upward without a straw and help minimize waste.

The toothpaste uses nano-hydroxyapatite, or n-HAp, which SURI says supports enamel strengthening and whitening. 

The formula is also described as fluoride-free and free from artificial colours.

The flavour options include Clean Mint, Aloe Mint, and Wild Mint, while the dispenser comes in Sky, Meadow, and Stone finishes.

Gyve Safavi, co-founder and CEO at SURI, stated, “The company spent more than two years developing the solution to ensure the pump could smoothly dispense the thick gel formula.”

“We have been obsessing over every detail until the experience feels effortless. It is one of those products people look forward to using every day because they elevate a daily ritual while delivering meaningful benefits.”

The launch taps into a bigger push in personal care to cut plastic waste and redesign everyday formats around reuse and compostability. 

It also targets consumers who want premium-looking bathroom products that still claim environmental benefits. 

Meanwhile, Global oral care brands are rolling out more sustainable packaging and recycling formats to cut waste. 

Colgate and Watsons Hong Kong expanded their “Small Acts, Big Smiles” toothpaste tube take-back initiative with dedicated collection bins in selected stores to make drop-off easier for shoppers.

Last year, Neopac became the first tube packaging company in Europe to receive RecyClass EN 15343 certification at its Debrecen, Hungary manufacturing site for the recyclability of its oral care solutions. 

That certification underscores growing industry pressure to prove packaging recyclability with recognized standards.

Earlier, Happier Beauty introduced a refillable toothpaste dispenser paired with biodegradable refill capsules. The dispenser was made from a mix of aluminium and recycled plastic, while the capsules were fully bioplastic and designed to break down more responsibly.

This year, the U.S. Food and Drug Administration broadened cosmetic packaging and labelling requirements, including a rule that liquid oral hygiene products such as mouthwashes and fresheners must be sold in tamper-resistant packaging at retail. 

Sign up to receive our email newsletters with the latest news updates and insights from Africa and the World HERE.