In July 2026, Suri, one of the well-renowned personal care product providers based in London, launched a toothpaste with a reusable, custom-designed pump and plant-based refill. The company also states that it is home compostable after use.
The main aim of the refillable and toothpaste packaging provided by the company is to combine high performance, aesthetic design, and a ‘future-focused approach’ to materials. The refillable material of the packaging is made from Vivomer, a plastic-free, sustainable material, designed to compost after storing the toothpaste. The company states that it took more than 2 years developing the solution to ensure the packaging is ideal for the product, and it smoothly dispenses the thick gel toothpaste formula.
Gyve Safavi, co-founder and CEO at Suri, says: “We have been obsessing over every detail until the experience feels effortless. It is one of those products people look forward to using every day because they elevate a daily ritual while delivering meaningful benefits.”
“We crafted 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,” explains Seb Wetherall, SURI’s head of innovation.
The sustainable refill cartridge packaging designed by the company contains 60ml of toothpaste, which is an ideal quantity for one person to last for at least one month. The packaging requires users to twist off the pump and remove the cap from the refill. The next step involves refilling to be screwed into the pump. After popping it back, the consumers need to twist it again to lock it. Pressing the pump a few times allows the product to dispense in the next use.
Eco-friendly packaging solutions are highly adopted by the global oral care developers. It helps to lower the use of single-use plastic packaging and shift towards sustainable options to lower the waste disposed of in the environment. Colgate collaborated with Watsons Hong Kong to recycle used toothpaste tubes as the “Small Acts, Big Smiles Recyclable Take Back Program.” Watsons stores in Hong Kong introduced dedicated collection bins to enable convenient self-service drop-off.
The sustainable and refillable packaging design by Suri allows the product to stay on the countertop, or it can also be taken on the go with the help of a secure lid, allowing consumers to use the product repeatedly. The design is anchored by a precision-dosed airless pump made from 50 percent recycled plastic, made in partnership with Shellworks. Simply drop a refill into the dispenser, which delivers a precise amount of paste with each pump. Once the bottle is empty, it can return to nature, and you can pop a new one in.
Altogether, SURI Restore Gel Refillable Toothpaste reframes toothpaste as a reusable object rather than disposable packaging. “The result is a reusable dispenser designed to feel at home on the bathroom countertop or in a wash bag,” Wetherall explains, “uniting performance, sustainability, and considered design in a seamless everyday experience.”
Leaving the toothpaste tube even after its extended use on the bathroom counter is definitely not an appealing sight. Suri’s restore gel is available in an attractive packaging design, which can be proudly flaunted on your bathroom counter. The product is available in Sky, Meadow, or Stone, three soft, muted pastels that fit with a variety of wellness-inspired palettes and bathroom styles. The color options are not only appealing but are also refreshing to look at, which we expect the moment we enter a bathroom.
The redesign extends beyond the packaging. The Restore Gel formula features high-grade nano-hydroxyapatite (n-HAp), a synthetic calcium phosphate compound that is becoming increasingly popular in oral care products, shown to help strengthen enamel.
SURI co-founder and CEO Gyve Safavi says that Restore Gel Refillable Toothpaste was created “so you don’t have to choose between a formula that works, a system that looks beautiful on your shelf, and more considered packaging.”
In 2025, Neopac became “the first” tube packaging company in Europe to receive the RecyClass EN 15343 certificate at its manufacturing site in Debrecen, Hungary, for the recyclability of its oral care solutions.
Earlier, Happier Beauty developed a refillable toothpaste dispenser with biodegradable refill capsules. The toothpaste dispenser consisted of half aluminum and half recycled plastic. The refill capsules were entirely made from biodegradable bioplastic.
This year, the US Food & Drug Administration expanded its cosmetic regulations, including requirements for packaging and labeling. According to the requirement, liquid oral hygiene products, including mouthwashes and fresheners, must be packaged in tamper-resistant packages when sold at retail.
31 July 2026
30 July 2026
30 July 2026
30 July 2026