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.