The company’s story focuses on how two young founders from the Gold Coast built a Brand through digital marketing, product development and retail expansion. This article examines HiSmile as a case study in consumer brand development and does not make claims about the effectiveness of teeth-whitening or oral-care products.

Two founders building a consumer brand

Nik Mirkovic co-founded HiSmile in 2014 with Alex Tomic. The two founders met as teenagers on the Gold Coast and later worked together to develop an online oral-care business.

Mirkovic and Tomic studied established consumer brands and focused on creating a distinct identity for their own business. They launched HiSmile with an online teeth-whitening product, initially using their own funds to develop and market the business.

With limited resources for traditional advertising, the founders focused on digital channels and direct engagement with potential customers.

Using Social Media to build awareness

In the early stages of HiSmile, the founders provided products to social-media users and influencers to increase awareness. This approach helped the company reach online audiences without relying entirely on traditional Advertising channels.

As the company expanded, HiSmile worked with a range of public figures and celebrities in marketing campaigns, including Kylie Jenner, Kim Kardashian and Conor McGregor.

The company’s marketing approach reflected the growing role of social media and influencer partnerships in consumer brand development.

Developing a recognisable brand identity

HiSmile expanded beyond its initial teeth-whitening products into a broader oral-care range. The company introduced products including toothpastes, whitening products and other oral-care items.

The brand used a distinctive visual style and product concepts, including flavoured toothpaste products, to differentiate itself within the oral-care market.

Maintaining a consistent brand identity became part of the company’s approach as it expanded into additional products and markets.

Expanding from a single product to oral care

HiSmile’s growth involved moving from a single product category into a wider oral-care business.

The company invested in product development and expanded its range beyond its original whitening kits. This included developing products such as whitening strips, colour-correcting products and toothpaste varieties.

As the Business grew, its Marketing Strategy also expanded beyond influencer partnerships into broader retail and distribution channels.

Retail expansion and business scale

HiSmile has expanded its availability through retail partnerships in Australia and international markets, including the United Kingdom and the United States.

The company has reported distribution across thousands of retail locations worldwide. As a private company, financial figures and founder Wealth estimates are based on company disclosures or external assessments and may not represent audited personal financial information.

The role of the founders

While Nik Mirkovic is closely associated with HiSmile publicly, the company was built together with Alex Tomic. The founders contributed to different aspects of the business, including brand development, marketing and commercial operations.

The company’s development involved expanding from an online product launch into a broader consumer business supported by product development, manufacturing, retail relationships and marketing activities.

The HiSmile business journey

HiSmile’s development highlights how consumer brands can use digital platforms to build awareness and reach customers before expanding into traditional retail channels.

The company began with a focused product offering and used social media marketing to grow visibility. Over time, it expanded its product range and distribution network.

The business journey reflects the combination of branding, product development and operational execution required to build a consumer company in a competitive market.