SURI enters the toothpaste category with a refillable, compostable-refill system

SURI, the oral care brand known for its sustainable sonic toothbrush, is entering the toothpaste category with Restore Gel Refillable Toothpaste, a patent-pending refillable system two years in the making.

The proposition targets a familiar waste problem: the single-use plastic tube, billions of which reach landfill each year. SURI's answer is a durable countertop bottle made from 50% recycled plastic, fitted with an airless, precision-dosed pump, paired with refills made from Vivomer — a plant-based, home-compostable material developed with materials company Shellworks — designed to break down without a trace.

On formulation, Restore Gel is built around nano-hydroxyapatite (n-HAp), a next-generation ingredient approved by the European Commission's Scientific Committee on Consumer Safety that the brand says naturally whitens and helps strengthen enamel. It comes in three mint variants — Clean Mint, Aloe Mint and Wild Mint — free from artificial colours. The bottle is offered in three shades, Sky, Meadow and Stone, to match SURI's wider palette.

"Consumers increasingly want to buy into products that do what they are meant to do exceptionally well and align with their values, without compromise," said Gyve Safavi, CEO and co-founder of SURI.

Restore Gel Refillable Toothpaste is available now at trysuri.com.