The global teeth whitening market size was estimated at US$6.9 billion ($10.6 billion) in 2021 and is expected to expand at a compound annual growth rate (CAGR) of 5 per cent from 2022 to 2030, according to Grand View Research.

The increasing trend is due to the advancement of new technology, increasing affordability and a growing population of patients looking for cosmetic procedures, according to Global Data.

 Hismile founders Nik Mirkovic and Alex Tomic are on a mission to not only be the leaders in the teeth whitening market, but to shake up the category in its entirety, by being the creators of the “smile care” routine.

Speaking exclusively with Retail Beauty at the launch of the VIO405 Teeth Whitening Kit, the Gold Coast founders said Hismile would continue to develop a full range of products aimed at creating this new type of care including toothpaste, hyaluronic acid hydrating mouthwash, serums, and enamel care formulas.

They said it was essential to provide the same level of scientific backing, innovation, and problem-solving that you would expect from a range of skincare or beauty regime products.

“It’s one thing brushing every day, flossing every month and going to your dentist once a year,” Mirkovic said. “In the same way that skincare routines shape the way we go about our day to day lives, we want that exact same impact in this market space. We’re super determined to change the way people care for their smiles. We’re building the future of smile care, one step at a time.”

Tomic said educating the consumer played a big part in the brand’s journey to success.

“You’ve got 100 years of hydrogen peroxide being the only formula that has been used by professionals and consumers to whiten teeth, but we all know the negative effects are most commonly seen from the use of it. To avoid the potential negative effects of teeth whitening, we utilise a unique ingredient known as PAP (phthalimidoperoxycaproic acid), which can effectively whiten stains without compromising the health of teeth. We have to re-educate people on what this chemistry is and how it can effectively whiten stains without compromising the health of teeth.”

All of the brand’s research, formulation, and product testing is conducted in-house at the Australian headquarters, through its own Hismile Research Centre.

At the launch, a retail partnership with Sephora Australia was announced. The brand is also available online and at Myer.

HiSmile is available in the UK, US and Europe and Mirkovic and Tomic said they planned to continue on their global expansion journey, which has been assisted by the likes of Kim Kardashian and Kylie Jenner – Hismile now boasts more than 1.2 million followers on Instagram and more than 30.2 million likes on TikTok.

Images from the launch event below.

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