You know the expression, “You can’t put toothpaste back in the tube.” Except… now you can. WHISTLEthe company behind the eco-friendly Sonic toothbrush has just introduced another sustainable option to your dental routine: refillable toothpaste.
Refillable soaps, shampoos and household cleaners have become increasingly common, but toothpaste has largely remained tied to the disposable tube. SURI’s Restore Gel Refillable Toothpaste—a product two years in the making—is trying to change that.
Photo courtesy of SURI.
“We created the product experience from the ground up with the user at the center of every design decision, rethinking how people buy, use and dispose of toothpaste,” he explains. Seb Wetherallhead of innovation at SURI.
This meant creating a completely new product architecture, designed around the complete toothpaste life cycle. The Refillable Restore Gel System is designed to stay on the counter—or take on the go thanks to a secure cap—and use again and again.
The design is anchored by an airless pump with precise dosing made from 50 percent recycled plastic. Made in collaboration with Shellworksrefill bottles are made with Vivomer™, a plant-based home compostable material. Simply pour a refill into the dispenser, which delivers a precise amount of paste with each pump. Once the bottle is empty, it can be returned to nature and a new one entered.
SURI’s photo.
Overall, SURI Restore Gel Refillable Toothpaste reframes toothpaste as a reusable item rather than disposable packaging. “The result is a reusable dispenser designed to feel at home on the bathroom counter or in a wash bag,” explains Wetherall, “bringing performance, sustainability and thoughtful design into a seamless everyday experience.”
Even if your toothpaste isn’t messy with bright blue paste after prolonged use, it’s probably not an item you want to leave on your well-kept bathroom counter. SURI’s Restore Gel, on the other hand, is designed to show. It’s available in Sky, Meadow or Stone, three soft, soft pastels that match a variety of wellness-inspired palettes and bathroom styles.
Photo courtesy of SURI.
The redesign extends beyond packaging. The Restore Gel formula features high-quality nano-hydroxyapatite (n-HAp), a synthetic calcium phosphate compound made increasingly popular in oral care products, it seems to help enamel strengthening.
You may not be able to put toothpaste back into the (traditional) tube — but you can reduce your reliance on single-use plastics without compromise. SURI co-founder and CEO Gyve Safavi says Restore Gel Refillable Toothpaste was created “so you don’t have to choose between a formula that works, a system that looks pretty on your shelf, and more thoughtful packaging.”
Whether refillable toothpaste becomes the next everyday standard remains to be seen, but SURI makes a compelling case that even one of the most neglected items in the bathroom deserves better design.
Photo courtesy of SURI.
SURI Restore Gel Refillable Toothpaste is available for purchase at trysuri.com, starting at $34.99.
