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Hismile

Hismile
TypePrivate
IndustryDental
Headquarters
Queensland
,
Australia
Key people
  • Nik Mirkovic
  • Alex Tomic
Products
  • Toothpaste
  • Toothbrushes
  • Lip balm
Websitehismileteeth.com

Hismile is an Australian toothpaste company based in Queensland, Australia. Founded in 2014, the company is best known for their wide and unusual range of toothpaste flavours, and digital marketing strategy.[1][2]

Initially launching with a teeth-whitening kit as the brand's only product, HiSmile has extended their range to include flavoured toothpastes, mouthwashes, lip balms, electric toothbrushes, and additional whitening products.[3] HiSmile also often engage in influencer marketing and have recruited celebrities including Kylie Jenner, Conor McGregor, and Anna Paul to promote their products.[4][5]

Flavours

Hismile's toothpaste, lip balm, mouthwash, and dental floss products have been released in a wide variety of rotating flavours, including watermelon, blue raspberry, mango sorbet, coconut whip, red velvet, smooth mint and peach iced tea.[6][7]

Hismile have also launched a number of flavours in partnership with other brands or influencers, with flavours inspired by KFC (fried chicken)[8], Reese's (peanut butter cup)[9], Lucky Charms[10], Miffy (sweet apple)[11], and The Simpsons (blue slushie)[12].

Controversies

In June 2026, Hismile was issued seven infringement notices and fined up to $138,600 AUD by the Australian Competition and Consumer Commission for misleading advertising campaigns.[13] Hismile admitted to having posed employees as random shoppers in videos posted to social media, as well as suggesting that their since-discontinued Tooth Gloss product could remove stains from teeth instead of only covering them temporarily.[14][15]

References

  1. ^ "Inside HiSmile: From a $20K Startup to a Global Oral-Care Dynamo". ventures.uq.edu.au. 4 September 2025. Retrieved 2 July 2026.
  2. ^ Sprague, Julie-anne (25 October 2022). "The Young Rich Listers betting you'll spend 4 times as much on toothpaste". Australian Financial Review. Retrieved 2 July 2026.
  3. ^ "Aussies go wild for $7.20 temporary 'teeth stickers' that style your smile". 7NEWS. 16 October 2023. Retrieved 2 July 2026.
  4. ^ "How HiSmile hacked digital advertising and influencers to build multimillion-dollar empire - AdNews". www.adnews.com.au. Retrieved 2 July 2026.
  5. ^ "Aussie shoppers go wild for internet superstar Anna Paul's $15 cotton candy toothpaste". 7NEWS. 28 January 2024. Retrieved 2 July 2026.
  6. ^ Super, Lydia (15 January 2024). "Hismile flavoured toothpaste review". Dental Quarters. Retrieved 2 July 2026.
  7. ^ "'I finally got my hands on Hismile's flavoured toothpastes. Here are my honest thoughts.'". Mamamia. Retrieved 2 July 2026.
  8. ^ "Would You Brush Your Teeth With Fried Chicken-Flavored Toothpaste? KFC Thinks So". Food & Wine. Archived from the original on 1 June 2025. Retrieved 2 July 2026.
  9. ^ Orosa, Roberto (3 March 2026). "Reese's & Hismile Launch Peanut Butter Cup Toothpaste in Unexpected Collab". DesignRush. Retrieved 2 July 2026.
  10. ^ Desreumaux, Geoff (1 July 2025). "Hismile x Lucky Charms: Toothpaste Just Got Magically Delicious". WeRSM - We are Social Media. Retrieved 2 July 2026.
  11. ^ "Miffy Partners with Hismile". Total Licensing. 9 December 2024. Retrieved 2 July 2026.
  12. ^ "Slushie-Inspired Toothpastes". TrendHunter.com. Retrieved 8 April 2025.
  13. ^ Duong, Uyen (12 June 2026). "Hismile employees pose as 'random shoppers' in social media ads". Inside Retail Australia. Retrieved 2 July 2026.
  14. ^ "Brand stocked in Coles, Woolies slapped with $140k fine for misleading shoppers". Nine.com.au. 12 June 2026. Retrieved 2 July 2026.
  15. ^ Keating, Eloise (15 June 2026). "HiSmile fined $138,600 for social videos where staff posed as "random shoppers"". SmartCompany. Retrieved 2 July 2026.

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