This startup spent 2 years redesigning the toothpaste tube into a toothpaste pump

Suri made its name by building a better-designed, more sustainable electric toothbrush. Now it wants to do the same for refillable toothpaste.

The toothpaste tube is the type of badly designed everyday object that tends to go unnoticed: It’s messy, the crumpled tubes look bad on a countertop, and tens of billions of the single-use plastic packages end up in landfills each year. But it’s been made in essentially the same way for decades.

Suri, a London-based startup known for designing a sleek, easy-to-recycle electric toothbrush that quickly gained market share from........

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