Suri is the 2022 London startup, founded by two ex-P&G marketers, whose repairable, plant-bristled brush is a certified B-Corp.

Suri follows the two giants as the round’s sustainable-DTC node — a London startup founded by two former Procter & Gamble marketers, whose sonic brush is built to be repaired and whose company is a certified B-Corp, though its climate language needs care. Its answer to a round about who owns the brushes and what the claims mean is an independent one: a venture-backed maker whose real certification and whose offset-based claim must be kept apart.

Its identity is the repairable, B-Corp brush. The ex-P&G founders, the repairable design and the certified-versus-claimed sustainability are the story here. Fixable, not disposable. The repairable, B-Corp brush.

(Honest notes, so the founding, the ownership, the making and the claims are framed accurately, with a correction and careful separation. Suri sells a sonic toothbrush as its hero — with an aluminium handle, plant-based bristles, a repairable design and a UV-cleaning case; we report its language as the brand’s own. On origin: Suri was founded in May 2022 by Mark Rushmore and Gyve Safavi, and we correct a common error, that the pair are former Procter & Gamble people, not ex-Unilever, which is a founders’ résumé rather than an ownership link, since P&G does not own Suri. On headquarters: London, and while a US listing says designed in California we treat that as a listing artifact, not a real office. On ownership: Suri is independent and venture-backed, its legal entity Coral Innovations, with seed and Series A funding from investors including the Innocent Drinks founders’ fund, and the founders remain its largest shareholders. On where it is made: China, designed in the UK. On the claims, separated: its five-times-more-plaque line is a company claim whose study is not independently identified, and we found no ADA Seal; on sustainability, Suri is a genuinely certified B-Corp, which is a real third-party certification, but its carbon-neutral claim is achieved through offsetting via a partner, so we attribute that as offsetting rather than an independent emissions certification and keep it apart from the B-Corp status. Its designs and the Suri name are IP we describe but do not reproduce; there is no official brand hex; these tones are an unofficial interpretation.)

Suri lives in an eco sage. Click a swatch to copy the hex.

Suri’s identity is repairable, B-Corp-certified and offset-carbon-claimed — an eco sage, an ink, a pale sage, a deep green, and a paper. The palette leans eco sage and deep green: a natural, sustainable register that nods to plant-based bristles and a repairable ethos rather than a loud logo colour. It signals the repairable, B-Corp brush — repairable, B-Corp-certified and offset-carbon-claimed. The honest caveat: with no official brand hex, these values are a natural, unofficial interpretation, not first-party colours.

The lesson is an eco sage signals a sustainable, repairable identity. Suri’s world is the fixable brush. For designers, it is a reminder that a soft sage and a pale sage can carry a sustainable, DTC brand — a natural tone held as an accent, not a product shot. Because a mid hue can fail as small text, keep type dark and let the colour live in the accents, palette and band. The takeaways: date the founding to 2022 and the ex-P&G founders, not ex-Unilever; keep the résumé distinct from ownership; credit the repairable design; and separate the real B-Corp certification from the offset-based carbon-neutral claim.

The register is an eco sans — repairable, B-Corp-certified, offset-carbon-claimed.

Suri’s identity carries a repairable, B-Corp-certified, offset-carbon-claimed spirit — a sustainable startup with a real cert and a careful claim. An eco sans captures the mood: clean, modern and considered, the register of a sustainability-forward brand. Set in an eco-sage palette, the eco sans feels fresh and direct — exactly the personality Suri carries. It behaves like a made, considered thing rather than a loud logo, mirroring a fresh-gradient and a clean-arc. (Suri’s real products and the name are things we describe but do not reproduce, and the exact typeface is not ours to use.) Because it is not ours to use, the honest description is “an eco-sans brand,” shown here in a stand-in. The type behaves like the brand: repairable, B-Corp-certified and offset-carbon-claimed.

Suri stands for the repairable, B-Corp brush.

Suri sits third in the round as its sustainable-DTC node. An eco-sage palette, an eco sans and a 2022 founding make one thing — the repairable, B-Corp brush — the whole identity: repairable, B-Corp-certified and offset-carbon-claimed. The ex-P&G founders are the pitch, the repairable design is the point, and the certified-versus-claimed sustainability is the discipline. The point is a venture-backed maker whose real cert and offset claim are kept apart, in a round about who owns the brushes and what the claims mean.

Put to work, the identity is the brand told straight, the founders corrected and the sustainability separated. A brand in this spirit would date the founding to 2022 and the ex-P&G founders, keep the résumé distinct from ownership, credit the repairable design, and separate the B-Corp cert from the offset carbon claim. A reader in this spirit would keep the facts right: Suri sells a repairable sonic brush with plant-based bristles and a UV case; it was founded in May 2022 by two ex-P&G marketers, Mark Rushmore and Gyve Safavi, in London; it is independent and venture-backed as Coral Innovations; it is made in China; it is a certified B-Corp; and its carbon-neutral line is offset-based, not an emissions cert. Suri sits after Sonicare and before Burst. The honest editorial moves are to date the founding, to correct the founders, to credit the design, and to separate the claims.

For designers and brand-builders, Suri carries the oral-care node: separate a real certification from an offset claim — and keep a résumé distinct from ownership. The lessons: a brand can be a sustainable DTC startup, here Suri’s repairable brush; a founding is dated to May 2022 and to Mark Rushmore and Gyve Safavi, corrected to ex-Procter & Gamble rather than ex-Unilever, and kept as a résumé rather than an ownership link, since P&G does not own Suri; an ownership is described as independent and venture-backed, as Coral Innovations; a making is credited as designed in the UK and made in China; and the sustainability is separated, the B-Corp a genuine third-party certification while the carbon-neutral claim is offset-based via a partner rather than an independent emissions certification. It is also a reminder to stay precise: Suri is the independent, VC-backed, B-Corp-certified sustainable toothbrush brand — with the palette here an unofficial interpretation, the plaque claim attributed as the company’s, and no ADA Seal claimed. The hook is that build: Suri is the repairable toothbrush, a 2022 London startup founded by two ex-P&G marketers, a certified B-Corp with an aluminium handle and plant-based bristles, though its carbon-neutral line is offset-based, not an emissions cert. Read that way, Suri is less a single brush than the repairable, B-Corp brush: repairable, B-Corp-certified, offset-carbon-claimed. The lesson for a brand is that separating a real cert from an offset claim and a résumé from ownership reinforce the honesty, and dating the founding keeps it earned. Suri made the-repairable-B-Corp-brush the identity — proof that careful sustainability framing can anchor a node.

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