Nick Mirkovic and Alex Tomic, co-founders of HiSmile, have transformed a simple idea into a billion-dollar oral care company within nine years. Starting as teenagers on Australia's Gold Coast, they identified a gap in the teeth whitening market and seized the opportunity to revolutionize the industry.

Identifying a Gap in the Market

Friends since their teenage years, Nick and Alex noticed a common issue with teeth whitening products: users frequently experienced pain and sensitivity. Determined to find a solution, they collaborated with chemists and pharmacists globally to develop a unique formulation that offered effective whitening without discomfort.

The Power of Influencer Marketing

With limited funds for marketing, the duo turned to influencer marketing to promote their product. They sent their distinctively packaged teeth whitening kits to influencers, who shared their positive experiences on social media. This grassroots strategy quickly gained traction, leading to initial sales and establishing HiSmile as a recognizable brand.

Early Challenges

Despite early successes, HiSmile faced several hurdles. Technical issues like website crashes due to inadequate hosting and the emergence of numerous copycat brands tested their resilience.

Recognizing the need to differentiate, Nick and Alex made a decision to invest heavily in research and development. By bringing R&D in-house, they were able to creat proprietary products that set them apart in a crowded market.

Building the Team

Operating from the Gold Coast, far from Australia's major business hubs, presented challenges in attracting top talent.

HiSmile overcame this by promoting from within, even turning customer service reps into department heads and nurturing a team that shared their vision and work ethic.

Strategic Celeb Partnerships

HiSmile leveraged high-profile endorsements from celebrities like Kylie Jenner, Kim Kardashian, and Conor McGregor to elevate their brand. While financial details of these partnerships remain undisclosed, such collaborations were instrumental in positioning HiSmile in the market, attracting attention, and driving sales.

Privacy Issues Digital Marketing

The company adeptly navigated changes in digital marketing, including the impact of privacy updates on advertising platforms. By diversifying their marketing strategies and expanding into retail, HiSmile mitigated risks associated with over-reliance on online advertising. They focused on owning as much of their marketing and distribution as possible to maintain control over their growth.

What's Next?

Nick and Alex remain dedicated to keeping HiSmile privately owned, resisting external funding offers to maintain control over the company's direction. Their focus is on continuous innovation, expanding their product line, and fostering a competitive spirit that drives them to challenge industry giants like Colgate and Unilever.

Here's a Video of Nick and Alex Sharing their Story:

Credit: Foundr