SURI Review: Is the Gwyneth Paltrow-approved toothbrush the last you'll ever need? (2025)

Every toothbrush you’ve ever owned still exists.

Think about it. Every plastic brush picked up during a weekly shop or hastily grabbed at Duty Free before sprinting to the departure gate. Every toothbrush in a complimentary toiletries bag. The bright cartoon-clad versions your parents got to encourage healthy dental habits when you were small. Now all buried under a mountain of plastic waste, somewhere on the planet.

According to National Geographic, you're likely to use around 300 toothbrushes during your lifetime. That’s an astounding level of plastic pollution - and that's just from one person alone.

Four billion toothbrushes end up in landfills or in the oceans each year. That's enough to circle the globe twelve times and includes both manual and electric toothbrushes, in addition to wasteful packaging which won't biodegrade.

What’s being done about all this? In 2022, UN Member States agreed on a resolution to end plastic pollution. An Intergovernmental Negotiating Committee is developing a legally binding instrument on plastic pollution, hoping to finalise it by the end of 2024. This is a step in the right direction, but government commitments and tangible results are very different beasts.

Luckily, new-gen sustainable brands are making a difference to single-use plastic waste.

SURI is one of them. The dental hygiene brand designs reusable, repairable and recyclable toothbrushes made to be kept forever. SURI’s Sustainable Sonic Toothbrush is a reimagination of a classic toothbrush, crafted from innovative, bio-based materials with no trace of petroleum-based plastics.

The brush uses recyclable plant-based heads and bristles and the streamlined aluminium body is designed to be taken apart and repaired, all while delivering a dentist-level clean. The super-soft bristles are crafted from castor oil which replicates the feel of nylon bristles without leaving microplastics behind once broken down.

Most impressively, SURI will recycle the toothbrush heads for free in the UK and the US, offering a user-friendly process that benefits the customer and the planet. All you have to do is return your used heads in a prepaid compostable mailer bag provided upon purchase and let the SURI team take care of the rest.

A subject all self-professed sustainable labels are expected to acknowledge, the controversial matter of carbon offsetting is a matter the brand has directly addressed. SURI has partnered with ClimatePartner to offset 100 per cent of its brushes' emissions, spanning transportation to manufacture, and is also fully B-Corp accredited. Could the brand go the extra mile and embrace climate positivity? Perhaps one day.

I’m a sucker for aesthetics and SURI ticked all the boxes on this front. The toothbrush’s slim build is uber-light, making it perfect for travelling and offering a charming visual addition to my cluttered bathroom shelf. I can’t deny that an immense sense of smugness came over me as I placed my brand new, pistachio-hued brush front and centre of my designated shelf for my flatmates to ogle.

Yet, customers don’t need to debate whether style or performance is more crucial, as the toothbrush delivers both well. The toothbrush is incredibly straightforward to assemble and manoeuvre. Everything slots neatly into place and the brush is ready for use immediately.

Pick between various brush and polish modes to switch up your oral modus operandi and allow the 33,000 sonic vibrations per minute to lift plaque from your pearly whites with ease.

Two minutes may seem fleeting, but brushing your teeth even for this brief period can be boring nonetheless. SURI’s two-minute timer and haptic feedback every 30 seconds help the seconds to whizz by while ensuring you’re not cutting corners. Once finished, place the brush into the magnetic mirror mount provided and be on your merry way.

The 40 days of battery time is also highly appealing. I’m often away for weekends so the reliability of SURI’s battery time is a big plus. My old, much-loved electric Oral-B toothbrush couldn't compare and I’d often be kept up at night by the brush’s violent flashing LED while charging every other week.

Finally: price. SURI’s toothbrush costs £75, a snip of the price of harmful plastic options, but an even further cry from the tear-jerking £800 cost of the famed Oral B iO10 electric toothbrush.

Considering the popular Oral-Bl 3-3500 model is RRP £100, SURI is a steal. Not only is it more affordable, but you’re saving more than a few pretty pennies with the brush in tow.