The Foundr Podcast with Nathan Chan 473: From Internet Sensation to Category Contender with the Co-founders of HiSmile
In just nine years, Nik Mirkovic and Alex Tomic built their smile care brand into a category disruptor on track to earn over a billion in annual revenue by next year. Mirkovic and Tomic don’t want shortcuts, so they’ve remained bootstrapped since they started Hismile at ages 19 and 20. Hismile’s teeth-whitening kit has become an internet sensation, making the brand a favorite among influencers and celebrities. But the co-founders aren’t resting on success. They want to make Hismile a category champion and take on businesses with an extra century of experience.
Listen to Nathan, Nik, and Alex discuss:
- Why living on the Gold Coast keeps them focused
- Growing up together and having a passion for competition
- Narrowing in on teeth whitening as a problem to solve
- Formulating their first product and its overnight success
- Bringing R&D in-house and shifting their business model
- Why character matters more than experience
- Taking on category giants like Colgate and Crest
- Why they have no plans to sell
- And much more product development advice...
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