Suri Redesigns Toothpaste Tube With Reusable Pump

Suri, a London-based startup, has introduced a redesigned toothpaste delivery system featuring a reusable pump and plant-based, home-compostable refills. This initiative aims to address the environmental impact of traditional single-use plastic toothpaste tubes, which contribute billions of units to landfills annually. The company spent over two years developing the pump mechanism to ensure it effectively dispenses a precise amount of thick gel toothpaste, remains mess-free for travel, and is durable for long-term use.

The new toothpaste formulation itself incorporates nano-hydroxyapatite, an ingredient developed by NASA that strengthens teeth by mimicking enamel without disrupting the oral microbiome. It also avoids common ingredients like palm oil and titanium dioxide. Gyve Safavi, cofounder and CEO of Suri, stated that the design goal was to create a "beautiful experience" that consumers would be comfortable displaying on their countertops.

The pump is designed as an airless system, eliminating the need for an internal straw and ensuring that 100% of the product is dispensed. This contrasts with some existing refillable systems that Suri identified as having a less optimal user experience due to weak dispensing. While recyclable packaging for refills was considered, Suri prioritized avoiding petroleum-based plastics entirely by opting for compostable materials.