Giving Oral Care Waste a Second Life: SURI x ReBorn 🪥

On 22nd January, 2026, something exciting happened when circular design met bold creativity. Personal care brand SURI stepped beyond oral care, partnering with ReBorn to transform used toothbrush heads into a limited-edition collection of beautifully designed soap dishes. A first-of-its-kind collaboration that proves waste can be reimagined — and made to look great in the process! 

Through SURI’s free recycling scheme, more than a ton of used brush heads have been collected from customers — items that would otherwise be destined for landfill. Now, those same brush heads are being ground down and remade into a striking new range of soap dishes, manufactured in the UK by ReBorn. Each dish is crafted from 18 recycled brush heads and finished in one of five signature SURI colours, meaning no two pieces are exactly the same. Every dish tells a story of reuse, creativity, and progress.

Gyve Safavi, SURI’s Co-Founder and CEO, described the collaboration as a full-circle moment — turning a long-standing problem in oral care recycling into something practical and beautiful. For ReBorn, this partnership represents circularity in action: keeping materials in use for longer, supporting UK manufacturing, and showing that sustainability doesn’t have to compromise on design.

The SURI x ReBorn soap dish collection is a tangible example of how future-focused brands can work together to reduce waste and rethink everyday products. Available exclusively at trysuri.com from 22nd January, 2026, priced at £9.99, this limited run is just the beginning of what circular design can achieve when innovation leads the way.