• Oral care start-up Suri has just gone to market with Restore Gel Refillable Toothpaste, with packaging that uses plant-based materials, compostable plastic, and other alternative, eco-friendly materials
• A lengthy design process pays dividends in the fight against the oral care industry’s packaging waste problem

How do you retrain the masses on something as commonplace as how to brush their teeth? Or more specifically, how do you convince consumers to entirely rethink the experience of their toothpaste?

This daunting task is what Gyve Safavi and Mark Rushmore, founders of the oral care start-up Suri, took on when they launched their Restore Gel Refillable Toothpaste earlier this month. Innovating a ritual that feels as fixed as brushing one’s teeth is a tough hill to climb, but that’s precisely why the toothpaste category has been in dire need of an overhaul.