Alex Tomic, the co-founder of Hismile, always had an eye for business. Unlike most kids, Alex didn’t just enjoy the trends of his time; he studied them. As an introverted child, he preferred to observe rather than participate, analyzing how businesses operated and what made some successful. This keen observation skills and curiosity set the foundation for his entrepreneurial journey.

Growing up on the Gold Coast, Australia, Alex was surrounded by the hustle and bustle of theme parks where his parents worked. This environment fueled his interest in understanding different industries, particularly those that could use innovation. His fascination with business processes and market gaps led him to quit university after six months, feeling unchallenged by the commerce and international business degree he was pursuing.

The Birth and Challenges of Hismile

Alex’s entrepreneurial journey began when he teamed up with his best friend, Nik Mirkovic. Together, they noticed a gap in the oral care market, particularly in teeth whitening. The industry was dominated by large, often outdated brands offering expensive and sometimes painful solutions. Seeing an opportunity, they decided to create Hismile, a brand that would offer safe, effective, and affordable teeth-whitening products.

Starting Hismile was far from easy. With only $20,000 of their own money, Alex and Nik faced numerous challenges, including developing a unique product, building a brand from scratch, and navigating the complexities of business operations. The duo worked tirelessly, often around the clock, handling everything from product development to marketing.

Their big break came with influencer marketing. Before it became the powerhouse it is today, Alex and Nik were pioneering the use of social media influencers to market their products. They sent out free products to influencers, relying on the organic reach and authenticity these individuals could provide. One of their most significant early successes was getting their products featured by major influencers like Kim Kardashian, which gave the brand a massive boost in visibility and credibility.

However, the journey wasn’t without its setbacks. The company’s growth put a strain on their resources, and there were times when cash flow was tight. The decision to expand beyond teeth whitening into broader oral care was a significant gamble, requiring a $12 million investment into research and development. This move was critical but risky, as it required them to overhaul their entire product line and branding.

Scaling New Heights

Despite these challenges, Hismile’s commitment to innovation and quality paid off. Their expansion into broader oral care products, including fun-flavored toothpaste and advanced whitening kits, resonated with a global audience. The brand’s emphasis on a cruelty-free, vegan-friendly product line also appealed to the growing market of conscious consumers.

Today, Hismile is a thriving business with a presence in major retail chains worldwide, including Coles in Australia, Boots in the UK, and Walmart in the US. The company is on track to achieve $1 billion in sales, a testament to the vision and perseverance of its founders.

Insights for Business Owners:

• Identify and Fill Market Gaps: Look for underserved markets or niches with outdated products. Alex and Nik saw a gap in the teeth whitening market and created a solution that resonated with consumers.
• Leverage Influencer Marketing Early: Utilize the power of social media and influencers to build brand awareness, especially when starting with limited resources.
• Focus on Innovation and Quality: Continuously innovate and improve your products to meet customer needs. This focus helped Hismile differentiate itself in a crowded market.
• Be Ready to Pivot: Don’t be afraid to take risks and pivot your business model if needed. The decision to expand beyond teeth whitening into a full range of oral care products was a pivotal moment for Hismile.
• Maintain a Customer-Centric Approach: Engage with your customers, understand their needs, and be responsive. This approach helped Hismile build a loyal customer base.
• Embrace the Journey: Entrepreneurship involves challenges and setbacks. Stay committed to your vision and be prepared to navigate through tough times.

Alex Tomic’s story is an inspiring example of how a combination of keen observation, willingness to take risks, and a strong focus on innovation can lead to tremendous success. His journey with Hismile offers valuable lessons for aspiring entrepreneurs and established business owners alike.

Podcast

Listen to Alex Tomic discuss the launch and rise of Hismile:

Sources:

How I Made It – “How Kim Kardashian is helping Gen Z-er Alex Tomic make $1 billion”

The Foundr Podcast with Nathan Chan – “From Internet Sensation to Category Contender with the Co-founders of HiSmile”

AFR – “Being an introvert helped set up this Young Rich Lister to make $1b”, Sep 25, 2023

Smart Company – “How HiSmile founders Nik Mirkovic and Alex Tomic used social media to turn teeth whitening into a $10 million business”