Hambro Perks


SURI Secures £2M Seed Funding from Hambro Perks and JamJar Investments Following Launch of Sustainable Electronic Toothbrush For Life

SURI Secures £2M Seed Funding from Hambro Perks and JamJar Investments Following Launch of Sustainable Electronic Toothbrush For Life

Creators of the innovative Sustainable Sonic Toothbrush, SURI (Sustainable Rituals), have secured £2M from Hambro Perks and JamJar Investments to offer the most sustainable smile to the oral care market.


The seed round continues SURI’s early momentum, which has its sights set on disrupting the industry by the unique combination of sustainability, performance and design aesthetic. Its award-winning Sustainable Sonic Toothbrush has sold out twice since its launch in May 2022 and has accumulated over 500 5-star reviews.


Now backed by Hambro Perks (Moneybox, Oxbury and Tide) and JamJar Investments (Deliveroo, Oatly and what3words), SURI’s London-based co-founders, Mark Rushmore and Gyve Safavi - both ex-Procter & Gamble - will use the funds to grow their team, maintain sales momentum and expand more widely into retail channels.

To combat the 4 billion toothbrushes that end up in landfill each year, SURI’s carbon-neutral Sustainable Sonic Toothbrush comes with a right-to-repair in mind and features an aluminium handle and plant-based heads. Unlike other electric models, the body can be easily dismantled by SURI for recycling or repair when sent back. SURI provides hassle-free mail-back recycling for all their products. A long-lasting rechargeable battery powers the toothbrush for 30-plus days between charges, and sonic technology delivers 33,000 brush movements per minute, providing an eco-friendly approach to healthier teeth, a brighter smile, and a clean conscience.


“We’re delighted to have the backing from Hambro Perks and JamJar Investments. Their unique expertise and support will enable SURI’s growth to progress from a high potential alternative on the market to a modern industry disruptor, which we feel is sorely lacking in the oral care space.” Mark Rushmore, co-founder, SURI


“Our rapid growth tells us people are looking for products that deliver on performance without compromising on sustainability or good design. They’ve been putting their money where their mouth is, which is significant given the scale of our competitors who have dominated the market for decades.” Gyve Safavi, co-founder, SURI


“The SURI team has brought a truly innovative product to the market and, having invested in the pre-seed round, we are excited to continue partnering with them as they embark on their next stage of growth. With Hambro Perks’ extensive experience backing pioneering, technology-enabled companies, we recognised the strength of the business Mark and Gyve created. SURI has demonstrated how its innovative product has the power to change the market at scale, driving positive change for the environment and consumers.” Tom Bradley, Partner, Hambro Perks


"JamJar Investments prides itself on investing in brands that will shape the world we live in; that's why we couldn't be happier to enable SURI to continue its momentum after quickly showing the ability to create shockwaves in the oral health care category. SURI ticks all criteria of striking design aesthetics, pioneering sustainability standards and best-in-class performance, chiming perfectly with our consumer trend insight.” Richard Reed, co-founder, JamJar Investments

SURI has been recognised for its sustainable innovation by becoming finalists in the Amazon Innovation Awards 2022 and has won the public vote for the Dezeen Product Design Award 2022. To learn more, visit trysuri.com.