Gwenyth Paltrow-endorsed SURI toothbrush delivers dental and environmental health

In London, a toothbrush brand endorsed by actress-turned-lifestyle-guru Gwenyth Paltrow is targeting circular and biobased materials to counter the 4 billion non-biodegradable toothbrushes that end up in landfills each year.

SURI toothbrushes feature plant-based heads and bristles and an aluminum body that can be repaired for extended use. The toothbrush’s  are made from castor oil and feel similar to nylon materials commonly used today. SURI will also recycle the head for free in the UK and US.

As far as dental performance, SURI delivers 33,000 sonic vibrations per minute—breaking up plaque as well as any competitor.  Its Sustainable Sonic Toothbrush model runs around £64.