Believing in your mission – with the co-founders of SURI

Mark Rushmore and Gyve Safavi are two former advertising professionals who founded SURI, a brand focused on sustainability. Aiming to disrupt a waste-heavy industry, they created a recyclable electric toothbrush.

Despite initial challenges with manufacturers, their product gained traction, earning £3 million in its first year and being stocked in major retailers.

With a subscription service and plans for expansion, SURI is now a growing symbol of conscious consumerism.

Watch this StartUp Show session to be inspired by two ambitious co-founders who were determined never to give up, despite many people telling them that what they were trying to achieve was impossible.

Key points from the session

Origins of SURI

• Mark and Gyve met at an industry event.

• Initially researched the toothbrush market and found two brands dominated 75% of it.

• Identified pain points: toothbrushes weren't recyclable, and consumers were dissatisfied with existing options.

• Wanted to create a sustainable, performance-driven and well-designed toothbrush.

• Personal motivation: Both had newborn daughters and wanted to create a purpose-led product.

Challenges in production

• Rejected by more than 20 factories, who said their concept was impossible.

• Material innovation: Used cornstarch, castor oil and aluminium to make the toothbrush repairable and recyclable.

• COVID made factory scouting harder, with Zoom calls full of scepticism from manufacturers.

• Persistence paid off: They eventually found a factory willing to take a chance on their vision.

Funding and growth

• Raised £2 million in seed funding in 2022, later securing £6 million in Series A.

• Fundraising lessons:

  • Expect to be rejected by 95% to 98% of investors, but focus on long-term relationships.

  • Many initial rejections later became investors.

  • Important to find investors who align with company values.

  • Funding is not the only path – success should not be measured purely by investment rounds.

Sales and market expansion

• Achieved a £10 million annual run rate within two years.

• Sales split: 60% direct-to-consumer (DTC), 20% Amazon, 20% retail.

• 45% of sales from the US, despite being a UK-based brand.

• Growth in the US was driven by digital marketing, influencers and networking.

• Secured a partnership with Boots after persistent outreach.

• Retail entry strategy: Start small, prove traction and scale gradually.

Branding and marketing strategy

• Evolved branding: Started with sustainability-led messaging but realised design and performance matter most to consumers.

• Customer experience focus: Initially handled all customer service emails themselves to build strong relationships.

• Social proof: Cultivated strong customer reviews, which significantly boosted trust and sales.

• Influencer collaborations: Some paid, some organic gifting, but made sure all endorsements were authentic.

• Unique outreach strategies:

  • Cold-emailed Apple's Jony Ive, leading to positive feedback and personal purchases.

  • Strategic placement at Erewhon and Goop in the US.

Co-founder dynamic and company culture

• Strong partnership built on trust, respect and complementary skills.

• Weekly "optimisation sessions" (previously called "bitching sessions") to air grievances and improve communication.

• Focus on psychological safety and effective communication within the team.

Future plans for 2025 and beyond

• Expansion into new product lines beyond toothbrushes (hinted at kids' products and toothpaste).

• Sustainability innovations with University of Exeter on toothbrush recycling.

• Continued US expansion and potential new retail partnerships (Target, for example).

Key takeaways for entrepreneurs

• Persistence is key – you need to overcome rejections from manufacturers and scepticism from investors.

• Build a strong brand identity that evolves with consumers' preferences.

• Customer experience matters – every touchpoint should reflect quality and trust.

• Funding is not the only measure of success – focus on sustainable growth.

• Partnerships and networking create opportunities – "luck" happens when you position yourself well.

• A good co-founder relationship is invaluable – establish clear communication strategies.

Get advice on starting and growing a business

Visit the StartUp UK hub for resources that give you the education and inspiration to get started on your entrepreneurial journey.