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Join for freePosted: Thu 30th Jan 2025
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.
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.
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.
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.
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.
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.
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.
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).
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.
Visit the StartUp UK hub for resources that give you the education and inspiration to get started on your entrepreneurial journey.
