Mark Rushmore and Gyve Safavi spent the first half of their careers at consumer goods giants focusing on flogging us more stuff. Working at Procter & Gamble, Safavi concentrated on selling more razors, Rushmore on making us all eat more Pringles. Between them, their next roles included working with marketing maestro Sir Martin Sorrell at WPP and on digital branding to lure Britons to buy more.
Now their start-up SURI, a wellbeing brand whose first product is a recyclable electric toothbrush, feels like atonement for all their plastic-pushing.
