HiSmile

Hismile is an Australian oral care company founded in 2014 by two friends, Alex Tomic and Nik Mirkovic. The company is headquartered in Queensland, Australia, and has gained significant popularity through social media and influencer marketing.

Key aspects of Hismile and its products:

• Product Range: Hismile offers a variety of oral care products, including teeth whitening kits, colored and flavored toothpastes, mouthwashes, and toothbrushes.
• Teeth Whitening: Their teeth whitening products, like the popular V34 Colour Corrector and PAP+ products, are marketed as being peroxide-free and effective without causing sensitivity. The V34 Colour Corrector is a temporary, "color-correcting" serum that uses the principle of color theory (purple cancels out yellow tones) to give the appearance of brighter teeth. While it can provide an instant, temporary brightening effect, it does not chemically whiten teeth like traditional peroxide-based treatments.
• Flavored Toothpaste: Hismile is particularly known for its wide and unusual range of flavored toothpastes, which include flavors like grape bubblegum, watermelon, and even coffee and red velvet. These are often targeted at people who dislike the strong mint flavor of conventional toothpaste and are meant to make brushing more enjoyable. Many of these toothpastes contain fluoride.
• Effectiveness and Reviews: Reviews on Hismile products are mixed. Many users appreciate the unique flavors and the convenience of their at-home whitening kits. However, some have noted that the whitening results can be inconsistent or temporary, and some people experience mild tooth sensitivity. There have also been complaints about slow shipping and customer service.
• Business Approach: Hismile has a lean and agile approach, focusing on social media campaigns and a direct-to-consumer model. They have also engaged in several brand collaborations, including with KFC and The Simpsons.