HiSmile
Hismile (HiSmile) is an Australian at-home oral care brand selling whitening strips, flavoured toothpaste, mouthwash, and licensed electric toothbrushes directly to global consumers via its e-commerce site and retailers like Chemist Warehouse, targeting younger and premium oral-care-seeking demographics.
- Company typePrivate
- Founded2014
- HeadquartersGold Coast, Australia
- Headcount51–100
- GTM typeB2C
- OfferingHardware or Manufacturing
What HiSmile does
Hismile Pty Ltd is an Australian at-home oral care company founded in 2014 and headquartered on the Gold Coast, operating commercially under the HiSmile consumer brand. The company sells a portfolio of whitening and hygiene products — including PAP+ Whitening Strips, V34 Whitening Strips, V34 Colour Corrector Serum, iD Stain Whitening Mouthwash, Tooth Armour Toothpaste Serum, flavoured toothpastes (including Watermelon), electric toothbrushes, and flavoured dental floss — directly to consumers through its e-commerce storefront (hismileteeth.com and regional variants such as us.hismileteeth.com and int.hismileteeth.com) and through major retailers including Chemist Warehouse in Australia.
The company's differentiation rests on two pillars: proprietary whitening chemistry — PAP+ (Phthalimidoperoxycaproic acid) in whitening strips and the V34 colour-corrector approach — and consumer-facing innovation via flavoured oral-care formulations targeting younger demographics averse to traditional mint products, plus high-visibility licensing collaborations (Reese's Peanut Butter Cup Toothpaste, The Simpsons Electric Toothbrush). Clinical validation is limited but present: the Fluoride+ toothpaste carries Australian Dental Association approval. Manufacturing partners, formulation depth, and supply-chain specifics are not disclosed in the available data.
Commercially, Hismile operates a pure consumer-products revenue model built on one-time unit purchases priced roughly US$11–US$59 per SKU, with bundled SKUs (e.g., Affordable Whitening Set at US$54.99) and ancillary economics from brand-licensing collaborations. The go-to-market is product-led: organic social (Instagram, TikTok, YouTube, Facebook, LinkedIn), influencer and celebrity partnerships, viral limited-edition launches, and email capture for product trials. Products ship to the United States, Australia and New Zealand, the United Kingdom, Europe, and Canada from a 51–100-person organisation. The reported retail milestone — mouthwash sales at Chemist Warehouse surpassing Colgate and Listerine — is the most concrete scale signal in the dataset. Hismile is privately held with no disclosed institutional funding rounds, parent company, or investor base.
HiSmile firmographics
Firmographics- Name
- HiSmile
- Legal name
- Hismile Pty Ltd
- Website
- https://int.hismileteeth.com
- Company type
- Private
- Founded year
- 2014
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Hismile (HiSmile) is an Australian at-home oral care brand selling whitening strips, flavoured toothpaste, mouthwash, and licensed electric toothbrushes directly to global consumers via its e-commerce site and retailers like Chemist Warehouse, targeting younger and premium oral-care-seeking demographics.
- Ownership category
- akta.pro rank
HiSmile industry classification
Industry- Product category
- Consumer Oral Care and At-Home Teeth Whitening
- NAICS
- Soap, Cleaning Compound, and Toilet Preparation Manufacturing (3256)
- SIC
- Perfumes, Cosmetics & Other Toilet Preparations (2844)
- akta.pro primary industry
- Oral Care Products (Toothpaste, Mouthwash, Dental Floss, Whitening) (CRADAMAA)
- akta.pro secondary industries
- Whitening Products (Strips, Gels, Pens, Kits) (CRABAFAF), Dental Floss, Picks & Interdental Cleaners (CRABAFAE), Toothpaste & Toothpowder (CRABAFAA), Electric Toothbrushes & Power Brush Heads (CRABAFAC)
Keywords
Where HiSmile is headquartered
LocationHeadquarters
- HQ city
- Gold Coast
- HQ country
- Australia
- HQ region
- Oceania
Offices1 record
Markets served
HiSmile business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Marketing or Sales, Supply Chain, Personnel, Technology or R&D, Operations
Revenue model
- Product Sales (Consumer Goods): Direct-to-consumer sales of oral care products including whitening strips, toothpaste, mouthwash, and electric toothbrushes. One-time purchases with repeat purchase potential for consumable products like toothpaste and whitening strips.
- Licensing & Brand Collaborations: Revenue generated through limited-edition collaborations with major brands (Reese's Peanut Butter Cup toothpaste) and licensed products (The Simpsons Electric Toothbrush), creating premium product offerings with higher price points.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | iD Stain Whitening Mouthwash - US$19.99 |
| Unit Pricing | Pay-as-you-go | Tooth Armour Toothpaste Serum - US$19.99 |
| Unit Pricing | Pay-as-you-go | V34 Whitening Strips - US$35 |
| Unit Pricing | Pay-as-you-go | Affordable Whitening Set - US$54.99 |
| Unit Pricing | Pay-as-you-go | Watermelon Toothpaste - US$11 |
| Unit Pricing | Pay-as-you-go | PAP+ Whitening Strips - US$29 |
| Unit Pricing | Pay-as-you-go | The Simpsons Electric Toothbrush - US$59 |
Go-to-market motion2 records
Distribution channels2 records
Marketing channels7 records
HiSmile product offering
Product offeringCore offering
HiSmile designs, manufactures and sells a portfolio of at-home oral care products centred on teeth whitening strips, colour correcting serum, stain whitening mouthwash, toothpaste serum, flavoured toothpaste and branded electric toothbrushes. The company sells these products directly to consumers through its own e-commerce storefront with global shipping, and through retail partnerships such as Chemist Warehouse in Australia, supplemented by celebrity and brand licensed collaborations.
Product overview
Hismile is an Australian at-home oral care brand offering a portfolio of whitening and hygiene products. The core product line centres on V34 Whitening Strips, PAP+ Whitening Strips, V34 Colour Corrector Serum, iD Stain Whitening Mouthwash, Tooth Armour Toothpaste Serum, and a range of Flavoured Toothpastes including Watermelon variants. The brand also offers an Electric Toothbrush (licenced as The Simpsons Electric Toothbrush), Flavoured Dental Floss, and Fluoride+ ADA-approved toothpaste supplied through the Medland Orthodontics partnership. Bundled offerings such as the Affordable Whitening Set combine multiple products at a reduced price point. Limited-edition collaborations (e.g., Reese's Peanut Butter Cup Toothpaste) extend brand reach into the food/candy licensing space. Products are sold directly via the Hismile website and through retail partners including Chemist Warehouse.
Differentiator
Problem solved
Functional benefit
Products and services
- V34 Whitening Strips At-home teeth whitening strips using V34 colour corrector technology, sold to individual consumers via the HiSmile website and retail partners.
- V34 Colour Corrector Serum Colour-correcting serum formulated to address tooth discolouration, used as part of the at-home whitening regimen by individual consumers.
- iD Stain Whitening Mouthwash Daily-use stain-whitening mouthwash launched in February 2026 to complement the HiSmile whitening strip and serum range, sold directly to consumers and through Chemist Warehouse.
- Tooth Armour Toothpaste Serum Premium toothpaste serum providing enamel protection and oral care ingredients, positioned as an add-on to the HiSmile whitening routine for individual consumers.
- PAP+ Whitening Strips At-home whitening strips formulated with HiSmile's proprietary PAP+ whitening agent, sold to individual consumers seeking a non-peroxide alternative.
- Flavoured Toothpaste (including Watermelon variant) Range of flavoured toothpastes (including Watermelon) offering alternatives to traditional mint toothpaste for younger consumers and taste-sensitive patients.
- The Simpsons Electric Toothbrush Licensed electric toothbrush featuring The Simpsons characters, targeting younger and brand-conscious consumers via the HiSmile direct website.
- Affordable Whitening Set Bundled whitening kit combining multiple HiSmile whitening products at a reduced combined price (US$54.99) for at-home consumers.
- Reese's Peanut Butter Cup Toothpaste Limited-edition co-branded toothpaste blending Reese's Peanut Butter Cup flavour with HiSmile's oral care formula, sold exclusively on the HiSmile website in Australia and New Zealand.
- Fluoride+ Toothpaste (ADA-approved) Australian Dental Association-approved fluoride toothpaste offered to orthodontic and professional-clinic patients seeking ADA-compliant oral care.
- Flavoured Dental Floss Flavoured dental floss offered as part of curated hygiene kits and through HiSmile's range, providing flavoured alternatives to traditional floss for younger and taste-sensitive consumers.
Companies that use HiSmile
Customer profileNamed customers1 record
Segments3 records
Ideal customer profiles3 records
HiSmile technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
HiSmile partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered flagship and core.
- Reese'sflagshipReese's and Hismile launched a limited-edition Peanut Butter Cup toothpaste in Australia and New Zealand, available exclusively on Hismile's website. The product blends Reese's iconic flavor with Hismile's oral care formula, creating a unique product that sparked social media discussions and high consumer demand despite limited distribution.
- Chemist WarehousecoreHismile's mouthwash launch resulted in breaking sales records at Chemist Warehouse, surpassing competitors Colgate and Listerine. This retail partnership marks a significant milestone for the Australian oral care company in both retail and social media channels.
- Medland OrthodonticscoreMedland Orthodontics, a Gold Coast orthodontic practice established since 1990, partnered with Hismile to provide patients with curated oral hygiene kits including Hismile toothbrushes, flavoured dental floss, and ADA-approved Fluoride+ toothpaste. The collaboration aims to improve oral hygiene engagement among younger patients who may be reluctant to use traditional oral care products. Both companies share a commitment to community health education and may extend the collaboration into school-based programs and public hygiene initiatives.
Scale indicators2 records
Recent moves5 records
Expansion highlights4 records
HiSmile competitors and assessment
Company assessmentBroad incumbents
- Crest (Procter & Gamble): Mass-market oral care leader whose Crest Whitestrips and whitening toothpastes directly compete with HiSmile's PAP+ strips and whitening portfolio. HiSmile's Chemist Warehouse record specifically outpaced legacy brands like Crest siblings.
- Colgate-Palmolive: Global oral care incumbent behind Colgate and the elmex/Meridol brands; HiSmile's Chemist Warehouse launch directly beat Colgate in sales velocity, making it the most relevant incumbent benchmark.
- Smile Direct Club: Formerly a major direct-to-consumer at-home teeth whitening and aligner brand. Competes with HiSmile in the at-home whitening category through whitening kits and similar DTC e-commerce mechanics.
- Opalescence (Ultradent): Professional-grade whitening brand from Ultradent, available through dental offices and increasingly via DTC channels. Represents the clinical-channel benchmark HiSmile's Medland partnership is approaching.
Direct peers
- Aurelia (aurie): DTC teeth whitening brand selling whitening pens, strips, and kits online. Targets the same health-conscious, premium-at-home consumer segment as HiSmile.
- Snow Cosmetics: DTC at-home teeth whitening brand selling whitening kits, LED devices, and toothpaste via e-commerce with heavy social media marketing. Closest product-line and GCT motion parallel to HiSmile.
- BURST Oral Care: Subscription-driven DTC oral care brand offering sonic toothbrushes, whitening strips, and toothpaste via influencer-network (ambassador) marketing — a GCT motion adjacent to HiSmile's social-led model.
- Spotlight Oral Care: Irish-founded premium oral care brand founded by dentists, selling whitening products, toothpaste, and electric brushes through DTC and retail. Most direct peer in Europe/UK with similar product breadth and clinical positioning.
Emerging players
- Moon Oral Beauty: DTC oral care brand selling whitening kits and toothpaste in trendy packaging via social-led marketing. Targets the same Gen Z / millennial female consumer as HiSmile.
- iSmile Teeth Whitening: US-based DTC brand offering LED whitening kits and pens. Overlaps with HiSmile in the at-home whitening category but with a narrower product line and US-centric footprint.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights7 records
Customer concentration
HiSmile social profiles
Digital presenceHiSmile compliance and trust
Trust signalCompliance1 record
HiSmile financial estimates
Financial estimateRevenue estimate
Valuation estimate
HiSmile leadership team
Management profileNumber of profiles
Profiles2 records
HiSmile funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
HiSmile M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about HiSmile
What does HiSmile do?
HiSmile designs, manufactures and sells a portfolio of at-home oral care products centred on teeth whitening strips, colour correcting serum, stain whitening mouthwash, toothpaste serum, flavoured toothpaste and branded electric toothbrushes. The company sells these products directly to consumers through its own e-commerce storefront with global shipping, and through retail partnerships such as Chemist Warehouse in Australia, supplemented by celebrity and brand licensed collaborations.
Is HiSmile a public or private company?
HiSmile is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was HiSmile founded?
HiSmile was founded in 2014. It employs 51 to 100 people.
Where is HiSmile based?
HiSmile is headquartered in Gold Coast, Australia, in the Oceania region.
How does HiSmile make money?
Two revenue lines are on record. Product Sales (Consumer Goods) is the primary driver. The others are licensing & Brand Collaborations.
Who are HiSmile's main competitors?
Broad incumbents on record are Crest (Procter & Gamble), Colgate-Palmolive, Smile Direct Club and Opalescence (Ultradent). Direct peers are Aurelia (aurie), Snow Cosmetics, BURST Oral Care and Spotlight Oral Care. Emerging players are Moon Oral Beauty and iSmile Teeth Whitening.
Does HiSmile have an API?
No public API is recorded for HiSmile.
What industry is HiSmile in?
HiSmile's product category is Consumer Oral Care and At-Home Teeth Whitening. Its primary akta.pro industry code is CRADAMAA, Oral Care Products (Toothpaste, Mouthwash, Dental Floss, Whitening), with a secondary code of CRABAFAF, Whitening Products (Strips, Gels, Pens, Kits). Its NAICS code is 3256 and its SIC code is 2844.