Ruqayyah Snyder
HiSmile is an Australian oral hygiene brand, founded by Alex Tomic and Nik Mirkovic. The company was founded in 2014 and has since gained popularity for its teeth whitening products, which are just as effective as peroxide but without the negative side effects. The brand works with leading dentists to develop products that are backed by science. HiSmile's marketing strategy, which includes collaborations with celebrities and social media influencers, has been key to its success. The company has received mixed reviews, with some customers praising their electric toothbrush and others feeling that the products are a scam.
| Characteristics | Values |
|---|---|
| Country of origin | Australia |
| Company base | Australia |
| Founders | Alex Tomic and Nik Mirkovic |
| Year founded | 2014 |
| Industry | Oral hygiene |
| Product | Teeth whitening treatments |
| Product features | At-home treatments, effective as peroxide without side effects |
| Product price | $59 |
| Product inclusions | Mouth tray, LED light, three gel tubes |
| Marketing strategy | Social media, influencers |
| Achievements | Australian Financial Review's Young Rich List 2017 |
| Awards/Recognitions | Australian Dental Association (ADA) Seal of Approval |
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What You'll Learn
HiSmile is an Australian company
HiSmile is a teeth-whitening start-up that has shot to success thanks to clever branding and social media marketing. The company's flagship product is a do-it-yourself teeth whitening kit aimed at 15 to 25-year-old social media users. The kit, which retails for $59, includes a mouth tray, an LED light, and three gel tubes.
HiSmile has worked with leading dentists to develop innovative products that are backed by science. The company's range of teeth whitening and oral hygiene products are designed to be fun to use and provide effective results. HiSmile's products are just as effective as peroxide but without the nasty side effects.
The company has also benefited from celebrity endorsements, with the likes of Kylie Jenner, Kendall Jenner, and Conor McGregor promoting their products. By the end of 2018, HiSmile hoped to hit 100 million Australian dollars ($77 million) in sales. The company's founders have stated that they intend to remain in the business for the next 50 to 100 years and have no plans to take on external investors.
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The company was founded by Alex Tomic and Nik Mirkovic
The idea for HiSmile came about during a dinner conversation that extended for a couple of hours. Tomic and Mirkovic noticed a gap in the market for oral cosmetics, particularly teeth whitening, and decided to create a vegan-friendly, cruelty-free teeth-whitening range. Their flagship product was a do-it-yourself teeth whitening kit aimed at 15 to 25-year-old social media users, which retailed at $59 and included a mouth tray, an LED light, and three gel tubes. They sent the product to micro-influencers to gauge feedback and soon gained traction due to their influencer marketing strategy and unique product.
The co-founders' willingness to give away free products to influencers helped to create a buzz around HiSmile, with celebrities like Conor McGregor and Kim Kardashian, as well as everyday influencers, showcasing the product on their social media and praising the results. By 2019, HiSmile had become an e-commerce darling, with Tomic and Mirkovic leading a team of 20 employees and their whitening kit being featured on the feeds of influencer marketers worldwide. The company has since expanded its marketing strategy to include working with retailers and creating a professional dental network that sells HiSmile products.
Tomic and Mirkovic remain the sole investors in HiSmile, reinvesting much of their profits back into the business. By the end of 2018, they hoped to hit 100 million Australian dollars ($77 million) in sales, and they have expressed their commitment to the company for the long term. Their strategy is to stay isolated from the competition and focus on their own unique approach to the business.
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HiSmile's products are designed to be fun and effective
HiSmile is an Australian company that has been in the oral hygiene industry since 2014. Its founders, Alex Tomic and Nik Mirkovic, are Australian entrepreneurs who have successfully tapped into social media to promote their brand. They have also utilised Instagram influencers such as Kylie Jenner and Conor McGregor to their advantage, helping them build a multimillion-dollar brand.
HiSmile offers a range of teeth-whitening products and oral hygiene products that are fun to use and produce effective results. Their products are designed to be synonymous with a certain lifestyle, making consumers proud to associate themselves with the brand.
One of their flagship products is the do-it-yourself teeth whitening kit, which retails for $59. The set includes a mouth tray, an LED light, and three gel tubes. HiSmile's products are not only effective but also aesthetically pleasing, with a focus on making oral care a positive and enjoyable experience for their customers.
In addition to their teeth whitening kits, HiSmile also offers the Electric Toothbrush, which has received positive reviews for its long-lasting battery life and different brushing strengths. The toothbrush features a built-in timer for each quadrant of the mouth, ensuring a thorough and efficient cleaning experience.
HiSmile's Fluoride+ Toothpaste range has also received the Australian Dental Association (ADA) Seal of Approval. This toothpaste contains a sufficient level of fluoride content (1100ppm) to effectively improve oral hygiene. While some customers have reported seeing immediate results, others have noted that their dentists recommended alternative brands for better whitening effects.
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HiSmile's marketing strategy involves using social media influencers
HiSmile is an Australian oral hygiene company that has been in business since 2014. Its range of teeth-whitening products has made waves in the oral hygiene industry. HiSmile's marketing strategy involves using social media influencers, and it has achieved rapid business growth through its innovative approach.
HiSmile's social media marketing strategy is a testament to its success, with the brand mastering the art of social media engagement and influencer partnerships. They recognised that social media is not just a marketing tool but a powerful platform for brand storytelling. By blending striking visuals with genuine engagement and influencer endorsements, they turned a small business into a global sensation.
HiSmile initially worked with micro-influencers, or social media users with a strong regional influence but smaller followings. This cost-effective approach allowed them to boost sales and brand awareness. As their revenue grew, they expanded their influencer network to include celebrity influencers like Kylie Jenner and Conor McGregor.
The key to their influencer marketing strategy was repurposing influencer-generated content and leveraging social proof. They collaborated with over 20,000 influencers, creating a community where they welcomed feedback and used it to improve their products. This community-building approach fostered authentic connections with their target audience, influencing purchase decisions and enhancing brand reputation.
HiSmile's influencer marketing campaign was well-structured, with clear goals and a strong brand presence. They provided influencers with detailed briefs, including background information, product benefits, and target audience personas. By partnering with the right influencers and creating authentic content, HiSmile successfully utilised social media as a powerful marketing tool.
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HiSmile's toothpaste has received the Australian Dental Association (ADA) Seal of Approval
HiSmiles toothpaste has received the Australian Dental Association (ADA) Seal of Approval. This means that the toothpaste has been deemed safe and effective for improving oral hygiene. The toothpaste contains a sufficient level of fluoride content (1100ppm) to be safe and effective.
HiSmile is an Australian-based company that has been in the oral hygiene industry since 2014. The company was founded by Australian entrepreneurs Alex Tomic and Nik Mirkovic, who are known for their innovative approach to oral care and their effective use of social media marketing. They are also known for their teeth whitening products, which are just as effective as peroxide but without the side effects.
HiSmile's products are backed by science and developed in collaboration with leading dentists. The brand takes a mundane product like toothpaste and packages it into a multimillion-dollar brand. They position their products as being synonymous with a certain lifestyle, and this has paid off, with celebrities like the Jenner sisters and Conor McGregor endorsing their products.
HiSmile's marketing strategy has been a key factor in its success. The company works with thousands of influencers worldwide to promote its products and create a brand that consumers are proud to associate themselves with. This strategy has helped HiSmile reach a wide audience and build a strong brand presence in the market.
While the company has received the ADA Seal of Approval for its toothpaste, some customers have mixed reviews about the product. Some users have reported that the toothpaste did not make their teeth any whiter, even after using it for several weeks. However, other HiSmile products, like their electric toothbrush, have received positive feedback for their design, functionality, and battery life.
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Frequently asked questions
Yes, HiSmile is an Australian company that was founded in 2014 by Alex Tomic and Nik Mirkovic.
HiSmile sells oral hygiene and oral cosmetic products, such as teeth whitening treatments, toothpaste, and electric toothbrushes.
HiSmile's products are safe and effective. For example, their Fluoride+ Toothpaste range has received the Australian Dental Association (ADA) Seal of Approval.
While HiSmile's products have received positive reviews from some customers, others have reported that they did not see any noticeable results after using their toothpaste.
