SURI was born three years ago, when the sustainable brand launched the world's first plant-based electric toothbrush with recyclable heads. Today, they've launched the new-and-improved SURI 2.0 – and we were among the first to try it.
I've been editing shopping content for over five years – and writing about new product releases for a fair few years longer. If I had a pound for every time someone asks me how many trending beauty buys I get to test as a part of my job? I wouldn't have to do it at all. I'm testing launches all the time – but that means it takes a lot for me to be impressed. Sure, I like lots of products – but there aren't many brands I return to time and time again with my own money.
Before I get into why SURI (short for Sustainable Rituals) is one of those few, special brands, let's set the scene.
Did you know that every electric toothbrush you've ever used most likely still exists? Electric toothbrushes have, historically, been made from non-recyclable plastic components and batteries – and over four billion electric toothbrushes sit in landfill as a result. That's before we even consider the plastic, manual toothbrushes that people are binning, too.
To SURI founders Gyve Safavi and Mark Rushmore, this felt wild. But no-one had done anything about it. Even wilder. And so, SURI was born. SURI is a sustainable oral-care brand that launched with a world-first environmentally-friendly electric toothbrush. One which looks aesthetic (they're the Stanley of the dental care), works really well, is plant-based and which cleans itself in a fancy UV travel case. The head is made from corn starch and castor oil, and the body is modular so that it can be taken apart and repaired if it breaks.
Unsurprisingly, their launch was hugely popular; the brand is now the fastest-growing electric toothbrush brand in the world. Since launch, they've gone on to release travel sets, accessories and a wellness-first fluoride-free whitening toothpaste. Today? SURI 2.0 drops – a new-and-improved version of their bestselling toothbrush. After visiting their HQ at the end of July to hear all about it, I was one of the first people in the UK to try. Here's everything you need to know.
SURI 2.0 Electric Toothbrush at a glance:
| Product type: | Sonic electric toothbrush. |
| Price: | £105. |
| Recyclable? | Yes. The SURI toothbrush boasts recyclable plant-based heads and bristles. The body can be taken apart and fixed, or recycled. |
| Sonic vibrations: | Over 33,000. |
| Efficacy: | Removes 100% more plaque after first use VS a manual toothbrush. |
| Battery: | 1+ month battery life. |
| Colours: | Winter Fearn, Sea Mist, Morning Waves, Midnight Black and Sunset Bloom. |
| Guarantee: | Yes, 100 day money back guarantee. |
| What's in the box? | The SURI sonic electric toothbrush, 1x plant-based brush head, travel clean-and-charge UV case, wireless charging stand, magnetic mirror mount and a plant-based head cover. |
How I tested the SURI 2.0 electric toothbrush:
At GLAMOUR, it's of the greatest importance that our product reviews are trustworthy and honest. I'm not going to sell you a dream. So, in order to write this review, I've tested SURI 1.0 for an entire year – and SURI 2.0 since the day it was released to British journalists (Thursday 31 July).
I've compared it to other models on the market (Phillips and Oral-B, we're looking at you) to consider where it might do better – and where it might fall short – and I've spoken to SURI founders and dentists to get their take on the release. The review you read below is my honest and unfiltered account of using both versions of SURI for a really long – and assessing both against design, efficacy, sustainability, battery life and practicality.
About the brand:
SURI is a brand that filled a major gap in the market: all electric toothbrushes we'd ever used had been made from non-recyclable plastic components and batteries which couldn't be recycled either. They're a sustainable oral-care brand, where their central offering is a world-first environmentally-friendly electric toothbrush that looks seriously chic (you can hang it on your mirror – more on that later), cleans itself, can be taken apart and mended to ensure it lasts longer, and is plant-based.
The brush heads are made from plant-based corn starch, and bristles are made from castor-oil. These materials have been used because it makes the brand plant-based and reduces their reliance on petroleum-based plastics. Furthermore, SURI will recycle your heads for free in the UK and US if you send them back. The body of the brush? It's made from aluminium, which makes it long-lasting and easily recycled.
“When we launched SURI three years ago, we set out to make oral care more sustainable and enjoyable-proving that performance, design and sustainability can coexist within one product,” Mark Rushmore, co-founder of SURI, told us. “Innovation for us is about listening to what people actually want and need from something they use on a daily basis. By putting our customers’ needs at the heart of everything we do, SURI has become the fastest-growing electric toothbrush brand and sparked a movement of people who genuinely love brushing their teeth every day.”
SURI Original VS SURI 2.0: what's the difference?
SURI 1.0 launched in 2022, and SURI 2.0 launched on September 3 2025. SURI 2.0 is new and improved “from the inside”: it retains everything that made it iconic, including the sleek aluminium body and recyclable plant-based heads – but the inside has been redesigned to ensure a more intuitive and sustainable, clean and a more effortless daily ritual.
“The SURI 2.0 is a major evolution of our flagship toothbrush, embodies and pushes everything we stand for further: thoughtful design, outstanding performance, and sustainability without compromise,” Co-Founder Gyve Safavi said. "We couldn’t be more excited to finally share it with the world.”
| SURI 1.0 | SURI 2.0 | |
|---|---|---|
| Price | £75 | £105 |
| Sonic vibrations | 33,000 | 33,000 |
| IPX7 Waterproof? | Yes | Yes |
| Battery Life | 1 month | 1 month |
| TouchSense Pressure Sensor? | No | Yes |
| Advanced Higher Amplitude Sonic Motor? | No | Yes |
| Wireless Charging? | No. | Yes – now upgraded |
| UV-C Travel Case? | As an optional extra | Yes – included and now upgraded |
| Plant-Based Head Cover? | No | Yes |
| Sustainable Packaging? | Yes | Yes – but now with fewer components to recycle |
What's the same? The brush heads are still made from plant-based corn starch, and bristles are still made from castor-oil (both materials used to ensure the brand reduces their reliance on petroleum-based plastics). Furthermore, SURI will still recycle your toothbrush heads for free in the UK and US if you send them back. The body of the brush? It's still made from aluminium, which makes it long-lasting and easily recycled.
Inside, the new SURI 2.0 includes an Advanced Higher-Amplitude Sonic Motor, which delivers effective plaque removal while remaining gentle on your gums – as well as a quieter-than-ever-before motor at just 50dB. I couldn't believe how quiet it was in comparison to other electric toothbrushes I've tried in the past.
Elsewhere, SURI 2.0 includes a TouchSenseTM Pressure Sensor for the first time – which is great, since a touch sensor is the main feature we noted as missing in SURI 1.0 – encouraging users to brush smarter, not harder. The brush gives subtle feedback to guide better technique when brushing, by pausing if you're brushing too hard, to protect gums, prevent receding gums, and improve overall oral health.
It's also worth noting that the wireless induction charge stand has been upgraded (it's USB-C compatible now, and sits on your countertop without toppling over), while the UV-C travel case has been redesigned and comes with the toothbrush without extra charge. Said travel case stores your toothbrush when you're at home or away, and with the touch of a button, kills 99.9% of bacteria. No cables and no fuss. Lastly, SURI 2.0 now features a travel lock so that it doesn't vibrate in your suitcase, and a plant-based brush head cover, in case you don't want to pack the full travel case.
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Packaging and design:
It was when I got home from visiting SURI HQ that I first unboxed the SURI 2.0. I was pleased to see that I still experienced the same, beautiful reveal as I did when I unboxed SURI 1.0 (each opening feels luxe and premium) – and that the packaging was still plastic-free and 100% recyclable. I noticed that there were less material components to the 2.0 packaging, for less waste. Plus points.
Everything fits inside the box perfectly: your toothbrush lays atop a case, instruction manual, charging cable, toothbrush head and magnetic mirror mount.
I chose the Sea Mist colour, a beautiful mint green, while my boyfriend opted for Morning Waves – and both look so much more elevated than any other electric toothbrush I've ever tried. There are five colours to choose from, meaning there is a colour to suit every bathroom scheme.
To the untrained eye, you can't really see a difference between the design of the 1.0 and 2.0, but I didn't mind. I've always loved the way SURI looks as it is.
I was unboxing mid-afternoon (not when I usually brush my teeth), so I immediately mounted my electric toothbrush on my bathroom mirror. This is something I adore about SURI: you can keep your brush elevated above your sink, to avoid grime and marks appearing on your countertop.
When I mounted my SURI 1.0 toothbrush on my mirror, the sticky back didn't last very long – but this time, I cleaned my mirror with white wine vinegar before attaching, and it has stayed put for the past month-and-counting. It's also worth noting here that every SURI toothbrush comes fully-charged.
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My experience brushing my teeth with SURI:
My first experience brushing with SURI 2.0 was a dream – as expected – and so was my boyfriends'. His first experience brushing with SURI 2.0 was his first time stepping away from another very popular electric toothbrush brand – yet he has stuck with SURI ever since.
Before turning it on, I first noted the shape of the brush. If you look closely, the top of the head is shaped like a “W”, which dentists and SURI founders tell me is intentional. The points of the “W” get in-between your teeth to remove plaque – and while you still need to floss regularly, this goes some way in maintaining cleanliness and reducing decay.
I turned the brush on, and was astounded at how quiet it is. It operates at just 50dB, which is quieter than most brushes on the market. If my boyfriend brushes his teeth late at night, the whirring of his old toothbrush had a tendancy to wake me up. Now? Never.
SURI 2.0 is a sonic electric toothbrush. Sonic toothbrushes use high-frequency vibrations to create fluid dynamics that reach beyond bristles, while oscillating toothbrushes (often small, round heads) use a circular, rotating motion to physically scrub plaque off teeth. Benefits of sonic brushes are plentiful – including the fact that they're gentler on gums, they can generate significantly more movements per minute compared to oscillating toothbrushes, and they reach beyond the physical contact of the bristles.
Inside, the new SURI 2.0 is the aforementioned Advanced Higher-Amplitude Sonic Motor, which delivers effective plaque removal while remaining gentle on your gums, and a new TouchSenseTM Pressure Sensor. When I tested the SURI 1.0, the main criticism I had of it was that there was no pressure sensor – something which was offered by competitors to stop gum recession and worn tooth enamel over time. So, the fact that one is present and so gentle (the toothbrush simply pauses when you're brushing too hard) was welcome. I was pleased to see that, for the most part, the amount of pressure I was applying to my teeth was correct.
It's worth noting here that other electric toothbrushes often alert you of too much pressure via an app. And SURI doesn't have an app. Contrary to what you might think, I see this as a positive. I've tested many electric toothbrushes in my time which come with access to all-singing-all-dancing apps – but I never use them. Or perhaps I do, for a week, before forgetting they exist and leaving them to use up precious storage on my phone.
Lastly, the charge. I have now been testing SURI 2.0 for 34 days and I have had to charge it once. This stacks up to SURI's promise of each full time lasting a month. I didn't used to like the charging plate which came with SURI 1.0, as it was very small and toppled over very easily. Now, the plate is much wider, which means it stands tall on any countertop and your toothbrush doesn't fall over. They've really thought of everything.
What's the deal with the UV case?
SURI 2.0 comes with a UV-C travel case included. Its sleek and had a magnetic closure, and with the touch of a small button on the side, uses UV to kill 99.9% of bacteria. I love this feature – as a bit of a germophobe – since stats around the amount of bacteria which lives on an uncleaned toothbrush haunt me. As much as your toilet seat, apparently. Even if I'm not travelling for a while, I'll pop my SURI into its case and give it an an-hoc clean. It's great piece of mind.
While we're on the note of travel, if you don't want to travel with your case, there is a travel lock on the toothbrush – and the SURI 2.0 now comes with a plant-based toothbrush head. I've not used mine yet, but it's nice to have the option.
How long do SURI heads last?
SURI toothbrush heads last for approximately three months if you're brushing twice daily (you should be) – though the brand themselves and dentists suggest changing them every two-three months (or when they start to get frayed) to ensure they are performing their best. When bristles are worn or frayed, they're less effective at removing plaque, which may increase the risk of gum disease and cavities.
Is SURI worth the hype? GLAMOUR's verdict:
In short, absolutely yes. Whether you're eco-conscious and keen to adopt more sustainable daily rituals or not, it's a really good toothbrush. You can pay over £500 for the latest release from competitor brands – and in my opinion, much of what you're paying for isn't really necessary. The price point is excellent, the founders are passionate and so knowledgable, my teeth feel as clean as they ever have, and seeing the beautifully-chic toothbrush magnetically mounted to my bathroom mirror every morning makes me feel like I've got my life together. Sure, the gap between the body and head still requires regular cleaning, but the fact that my sink doesn't get covered in muck is such a treat.
After something else? Read my Spotlight Oralcare Sonic Toothbrush review and discover the best water flossers. For more from GLAMOUR's Senior European Commerce Editor Sophie Cockett, follow her on Instagram @sophiecockettx.
