"Both men started their careers at Procter & Gamble, working on global consumer brands like Oral-B and Gillette. Years later, Safavi was at WPP and Rushmore running his own events business when the idea of a sustainable health and beauty product began to take shape. By 2020, with the pandemic derailing Safavi's travel plans and Rushmore free after selling his first company, the pair reconnected in a London park."
"Safavi shared a detailed business plan for a toothbrush made from corn starch, castor oil and aluminium - designed to be repaired or recycled, stripped of unnecessary gimmicks like Bluetooth, and priced for everyday use. Rushmore recalls: "That night I opened the file and it was the most detailed, comprehensive research, with so much thinking behind everything. I could see there really was something that, if we combined our skills, we could take further.""
Suri is an eco-focused electric toothbrush brand created from corn starch, castor oil and aluminium, designed for repairability and recycling and stripped of unnecessary tech like Bluetooth. The design includes a wall-mountable magnet to keep brushes elevated and free of sink-side gunk. Founders drew on experience at Procter & Gamble and other companies to craft a detailed business plan and target everyday pricing. After cold-calling 24 manufacturers, one factory in China agreed to produce the design. Angel investors and venture capital firm Salica provided £800,000 to fund an initial run of 5,000 units, and the brand attracted high-profile customers and retail placements.
Read at Business Matters
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