Meet our new colour – Morning Waves
Clear, dark skies. First light on an empty beach. A slither of burnt orange blooming over the horizon. Just you and the rolling blue. Peaceful yet powerful. The gentle tide washing over your bare feet. You rest your eyes to let the cool sea spray speckle your face.
The swirling white noise of the ocean in motion, the crackle of tumbling pebbles, the soft hiss of sea foam soaking into the sand. You take a long, full breath of the morning air as the waves surge in – then let it all out as they slowly draw away.
You feel awake, restored, alive.
Bring the spirit of the ocean into your daily rituals with our new colour: Morning Waves.
SURI and the Ocean
SURI’s mission has always been closely linked to our oceans. We say it a lot, but billions of brushes are thrown away each year, and because the vast majority of them can’t be recycled, they end up in landfill sites or dumped into our seas.
The fact that ‘ocean plastic’ is even a turn of phrase is pretty maddening. Over 8 million tonnes of plastic waste end up in the sea every year, particularly in developing countries that often lack the infrastructure for proper waste disposal.
We designed our sustainable electric toothbrush so that it hopefully never ends up in the ocean. Whether that’s through our plant-based heads and simple, free recycling scheme, or the aluminium body that’s intentionally designed to be repaired.
With the help of Future+ and Climate Partner, we also meticulously measure and offset all of the emissions of the creation of our toothbrush. We know this isn’t a perfect solution, but we believe it’s crucial to measure our impact and redress the balance wherever we can. As part of this process, we’re working with Plastic Bank.
Plastic Bank works incredibly hard to empower vulnerable coastal communities and stop plastic from ever reaching the ocean. Local community members can exchange plastic at collection branches for life-improving benefits, such as health and life insurance, meal vouchers, and even a secure income.
So far they’ve removed over 84.7 million kg of plastic from our oceans. Find out more about their amazing work
here.
Cleaner teeth. Cleaner oceans. Head over to our product pages to pick yourself up a new brush in
Morning Waves.
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Rethinking the electric toothbrush began with rethinking the materials.
We can only make an impact if you love using our toothbrush every single day. So we designed ours with your daily routines front and centre—taking into account functionality, durability, tactility, production methods, recycling, end-of-life, and more. All while being as light on the environment as possible.
3 women. 48 days. 1.5 million oar strokes. 30ft waves. 1 marlin attack. Last summer we sponsored the inspirational Vibe the Wave team as they prepared for their epic Atlantic crossing to raise awareness around ocean plastic pollution. We talked routines in the middle of the ocean, overcoming adversity, and being skewered by a hungry marlin.
