SURI co-founders Gyve Safavi and Mark Rushmore have a few ideas. They join Natalie Berg to share how they're reinventing oral care with a sustainable, design-led electric toothbrush that consumers actually love to use.
We unpack how they quickly scaled from D2C startup to a multi-million-dollar business stocked in Boots, Target, Goop and other major retailers — all while maintaining their core mission: sustainability, design and performance.
We dive into:
• Why the toothbrush market was ripe for disruption
• The "secret sauce" behind SURI's cult-like customer love
• Scaling challenges: under-hiring, cash flow, and staying true to mission
• How high-profile fans (from Sir Jony Ive to the Kardashians) became organic advocates
• US expansion and learnings from bricks & mortar
• Lessons for any challenger brand looking to compete with giants
If you're a retail, CPG or D2C leader looking to build more sustainable, design-led products – or to understand how challenger brands can take on incumbents – this conversation is packed with actionable insight. Don;t forget to subscribe to the podcast and check out our relaunched YouTube (https://www.youtube.com/@retaildisrupted) channel!