SURI expands offering with first refillable toothpaste system

Following the success of its sonic toothbrush, oral care brand SURI is expanding its design-led approach into the toothpaste category with the launch of its first refillable toothpaste system.

The Restore Gel Refillable Toothpaste has been developed as an alternative to traditional toothpaste packaging, addressing design considerations including disposable tubes, single-use plastic packaging and hard-to-manage lids.

After two years of development, SURI is introducing a refillable system comprising a reusable bottle, compostable refills and a toothpaste formula designed to work alongside the SURI toothbrush.

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

"Restore Gel Refillable Toothpaste was designed so you don't have to choose between a formula that works, a system that looks beautiful on your shelf, and more considered packaging."

The refill capsules are made using Vivomer in partnership with Shellworks, a plant-based home-compostable material designed to break down naturally and help reduce reliance on traditional plastic toothpaste tubes.

The system features an airless pump designed to dispense a measured amount of toothpaste with each use.

The bottle is made from 50% recycled plastic and is available in three colours - Sky, Meadow and Stone - as part of SURI’s wider product range.

Meanwhile, the toothpaste formula contains nano-hydroxyapatite (n-HAp), an ingredient approved by the European Commission’s Scientific Committee on Consumer Safety.

The formula has been developed to support enamel care and provide a gentle clean. It is available in three mint flavours - Clean Mint, Aloe Mint, and Wild Mint - promising long-lasting freshness without artificial colours or harsh chemicals.