There has been somewhat of a revolution in the personal care industry in the last few years. No longer do we settle for clinical-looking deodorant and oral care. We expect our basics to be as aesthetically pleasing as the rest of our beauty routine – and with SURI, that’s a very real possibility.
The brand launched back in May 2022, transforming the electric toothbrush market dominated by Oral-B and Philips Sonicare by unveiling a model that is not only compact and in chic sherbert colourways, but sustainable too, made from recyclable materials.
I have long been a fan. I have been using the mint green Winter Fern SURI toothbrush since it launched, and it changed the game for me. I am a frequent traveller, and the ability to transport the brush in its charging case and for the battery life to last the duration of the trip and then some means there is one less thing to worry about in the extensive checklist of holidaying. But more importantly, the SURI offers an effective clean – as confirmed by my hygienist, who praised my oral health and lack of plaque at a recent check-up.
The SURI 2.0 is, as the name suggests, the second iteration of the fashion-favourite electric toothbrush. The brand has built on the original model, retaining its long-lasting battery life and eco-credentials but improving the brushing experience by introducing a pressure sensor, supercharging the motor and offering battery-powered UV sterilisation in the charging case. The toothbrush is as chic as ever with the same sherbert colourways, but the latter charging case has a whole new look with a sleek, curved design and the ability to power up wirelessly. The brush head is made from plant-based materials, while the body is reusable and recyclable.
The SURI toothbrush simply works, and works very well. But instead of resting on its laurels, the brand is constantly innovating, and the result is SURI 2.0. “With SURI 2.0, we wanted to tackle two things – giving people an even better clean and making the whole experience even more enjoyable”, reveal Mark Rushmore and Gyve Safavi, co-founders of SURI.
Where does SURI 2.0 differ from the original SURI toothbrush?
Where the new launch evolves from its predecessor is the introduction of a pressure sensor, a feature I had been missing from my old Oral-B model. It now warns you with a pulse when you are applying too much pressure on your precious teeth. There is an enhanced higher-amplitude motor too, but the quantity of sonic vibrations remains the same, so this is not something that you can notice. The biggest change is the carry case.
Aesthetically, the 2.0 looks the same as the original, but the case has been altered entirely with greater curvature. It’s sleeker. But beyond that, the UV sterlising that kills 99.9 per cent of bacteria (that used to only be possible when the case was plugged in) is now battery powered, so you can do it on the go. It can now also be charged up wirelessly. You must, however, use the accompanying USB-C, which is a shame as I would previously have used the same one as my phone and appreciated having that element of ease.
“Retaining our signature sleek brush and long battery life we’re known for – while also introducing features like our Touchsense pressure sensor – has been no small feat”, the founders explained when discussing the challenges of creating the next generation toothbrush. “As a challenger brand, there’s no blueprint for us to follow. Many of the things we’re pushing with SURI 2.0 were once considered impossible or simply never tried, so part of our job is not just reimagining what oral care can be but also bringing our suppliers and manufacturers along on that journey”.
The battery life remains as long-lasting as the first iteration. I’ve been using it for a month and I’m yet to need to rejuice. The eco-credentials are also still prioritised. “We’re forever pushing against the perception that sustainability has to come with some sort of compromise”, Rushmore and Safavi say. “Over time, we’ve been able to show that sustainability can be design-led, it can be high performance, and a joy to use. SURI isn’t just the ‘right’ switch – it’s the one you want to make. Because of how it looks, how it feels, how effortless it is, and how it elevates your everyday life”.
The oral care market can be polluting. Billions of toothbrushes end up in landfills every year. SURI is looking to combat this by crafting its brush heads in plant-based materials – namely, renewable cornstarch and castor oil, while the body can be reused or recycled.
In Morning Waves blue, Midnight Black, Sunset Bloom pink, and Sea Mist white, it is no surprise that SURI is beloved by Vogue editors. I have mine proudly displayed, affixed using the magnetic mirror mount in my bathroom.