The Foundr Podcast with Nathan Chan 540: In Retrospect - They Made $1 BILLION Selling Toothpaste | HiSmile
Nov 29, 2024
Discover how two young entrepreneurs built a billion-dollar smile care brand from scratch. Their innovative teeth-whitening kit took the internet by storm, thanks to clever influencer marketing. Learn about their commitment to staying bootstrapped and the importance of character in building a successful team. They discuss the significance of adaptability, lessons from early vlogging attempts, and strategies to outshine giants like Colgate. Plus, insights on navigating e-commerce challenges and the evolving landscape of D2C brands.
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HiSmile Origin
- Nik Mirkovic and Alex Tomic, teenagers at the time, noticed a pain point in teeth whitening: pain and sensitivity.
- They found an underutilized formulation, packaged it, and HiSmile was born.
Early HiSmile Launch and Marketing
- HiSmile initially relied on influencer marketing due to budget constraints, sending products for feedback and organic sharing.
- Their first sales were lost due to a payment gateway error, a learning experience they value.
Standing Out in a Crowded Market
- Differentiate your product and brand to stand out in a crowded market.
- Invest in R&D to improve quality and innovate.