Suri redesigns toothpaste tube into a pump system
London-based startup Suri has introduced a new toothpaste system featuring a reusable pump and home-compostable refills, aiming to reduce plastic waste and improve user experience. The company spent two years developing the design.
London-based startup Suri, known for its electric toothbrush, has unveiled a new toothpaste system designed to replace traditional plastic tubes. The system includes a reusable pump dispenser and plant-based refill cartridges that the company claims are home compostable.
Suri aims to address the waste and mess associated with conventional toothpaste tubes, which often end up in landfills. The newly developed gel toothpaste also features a different formulation, using nano-hydroxyapatite—an ingredient developed by NASA that mimics tooth enamel to strengthen teeth—instead of common ingredients like palm oil and titanium dioxide.
The refill cartridges are made from Vivomer, a plant-based material containing PHA, designed to break down quickly in home compost bins. This approach avoids petroleum-based plastics, a factor Suri considered crucial after exploring recyclable packaging options.
Developed over two years, the pump mechanism is designed to work with the thick gel, dispense a precise amount, and lock for mess-free travel. The airless pump uses a plate to push the toothpaste upward, ensuring 100% product usage and eliminating waste.
Suri, which has expanded its electric toothbrush sales to Target and expects over $63 million in revenue this year, is looking to replicate its success in the toothbrush market with this new dental care offering.