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Gyve Safavi, Co-Founder and CEO of SURI, is tackling an industry-wide waste problem head-on with a mission to transform oral care for both people and the planet. SURI creates beautifully designed, elevated everyday essentials that shift the focus from cheap disposability to long-term sustainability. Their award-winning electric toothbrush features a sleek, durable aluminum body and recyclable plant-based heads, proving that everyday consumer products can be both premium and planet-friendly.
In this episode, Gyve shares how his extensive corporate background, including leading brand management for a £500M Gillette business at Procter & Gamble, as well as roles at AKQA and WPP, prepared him to launch a disruptive sustainable hardware brand. He discusses the complex logistics of manufacturing and recycling sustainable consumer goods, the marketing strategies required to change entrenched consumer habits, and how SURI balances sleek, high-end aesthetics with rigid environmental responsibility.
Inside the Episode:
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Gyve highlights the staggering environmental impact of traditional toothbrushes and how SURI is actively engineering waste out of the personal care routine.
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Key operational and marketing takeaways from Gyve's eight years at Procter & Gamble and how managing an international enterprise brand translates to scaling a startup.
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How SURI embodies the philosophy of "fewer, simpler, and better products" to win consumer loyalty and industry awards without compromising on aesthetics.
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