In the heart of Queensland, Australia, two entrepreneurs, Nick Mirkovic (21) and Alex Tomic (22), ignited a revolution with HiSmile. Without a shred of business experience but armed with boundless ambition, they spotted a gap: a teeth whitening solution that didn't leave users wincing in pain.

From their coastal town beginnings, they embarked on a mission, reaching out globally to develop a formula that would change smiles without the sting.

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Investing the only $20,000 the founders had to their name, they turned to influencers, not yet a mainstream move, betting everything on the power of genuine results and word-of-mouth.

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Their early days were a rollercoaster of highs and learning curves, including a launch day hiccup that saw their first sales disappear due to not actually setting up a payment gateway.

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Yet, they pushed through, fuelled by the belief in their groundbreaking product that spread through social media like wildfire.

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Fast forward, HiSmile revenue has exploded with projections putting it at £250 million in sales in a matter of years, with 3 million customers worldwide and nods from stars like Kim Kardashian, Kylie Jenner and Conor McGregor. From a daring idea to dominating the global oral care scene, HiSmile's journey is a masterclass in innovation, resilience, and the power of dreaming big.

What can you expect?

• HiSmile's Blueprint: Crafting a Standout Market Entry from Day One

• Mastering Influencer Marketing To Unlock Growth (Feat. Kylie Jenner)

• Content Mastery: Driving Scale Through Relentless Experimentation

• Rebranding, Throwing The Best Seller Away & Taking On Oral Care Titans

• Thumb-stopping Paid Acquisition Tactics That Convert

• Conversion rate optimisation that brings a smile to your face

• Leveraging retail for dizzying growth

HiSmile's Blueprint: Crafting a Standout Market Entry from Day One

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HiSmile identified a void in the teeth whitening market, all the products in the market either priced customers out of treatment; contained ingredients which cause irritation and sensitivity or were not effective.

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The alternative solutions at the time were:

• Professional dentist delivered whitening that’s out of most people’s budget

• Whitening toothpastes and gels that were often ineffective

• Over the counter whitening strips that often contained excessively high concentrations of bleaching agents like hydrogen peroxide

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HiSmile wanted to rip the old model up, creating a new standard for smile care.

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One that was affordable and accessible to the average person, but delivered high level results without the pain.

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Not only did they want to create products that were effective and pain free but also to deliver products in a unique, aesthetically pleasing manner, encouraging people and influencers.

Source here

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One reason I see HiSmile as such an effective product is something called TTV (Time To Value)

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“Time to value is a measurement of the time it takes from when your customer purchases a product/service, to when they start deriving value. The faster a solution solves a problem, the better the customer experience and the more money a brand makes.” - Insightly, link [here]

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In a world of instant gratification, consumers expectations of how quickly they can get value or a positive outcome have sky rocketed.

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HiSmile is a product you can start getting results from after just one 30 second usage which creates not only amazing customer satisfaction but a super shareable moment for social media which is a core component of how this brand spread like wildfire.

Source here

Razor, Razor-blade model

HiSmile scaled their business using a version of the model popularised by shaving company Gilette.

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The razor-razor-blade model is a pricing tactic in which a dependent good is sold at a loss (or at cost) and a paired consumable good generates the profits. More info here [here]

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Hi Smile sold a “mega bundle” where you would get an LED light and 3 gel refills with your first purchase and then you could simply buy additional refills or put yourself on a subscription.

Sealing the deal with a risk-free 30 day money-back guarantee if you don’t achieve a least 2 shades whiter.

No brainer right?

Now we’ve set the scene and understand how the HiSmile founders set the company up for success from Day 1, we can uncover how they found their early growth breakthroughs.

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Finding their position in the market

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When HiSmile first started out, they pretty much played marketing roulette – tossing ideas out there to see what would stick. In those initial six months, Nik Mirkovic and Alex Tomic were on a content blitz, casting a wide net to cover folks from their teens to their mid-thirties.

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Their strategy? Shotgun a ton of content into the social media universe and see what resonates.

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As Mirkovic puts it, "We were all over social media, just churning out content. It was a goldmine for figuring out what clicked with our audience."

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This was a calculated six-month marathon of trial and error that led them to a revelation. Their bread and butter? Millennial women aged between 15 to 24. That discovery was a game-changer. To really make their mark, they knew they had to zoom in on that group with laser focus.

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So, what's the takeaway for your brand? Don't be afraid to cast a wide net at first. Experiment and engage. Then, once you've got a handle on who's loving what you do, dial in on that demographic and own it.

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Source of these quotes from the founders here

Mastering Influencer Marketing To Unlock Growth (Feat. Kylie Jenner)

In the world of startups, where every brand vies for a moment in the spotlight, HiSmile carved its path not with a colossal marketing budget, but by leveraging (at the time) the untapped potential of micro-influencers.

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"We didn't have the budget to market this product," confesses the HiSmile team.

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Yet, what they possessed was a unique, differentiated product, distinct in its promise of pain-free teeth whitening, that it was bound to create waves.

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The approach was simple: "Send this out to a heap of people, get them to give feedback on it, and hopefully, they'll share it to their Instagrams."

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In their first few months they sent out product in return for feedback and a review to 300-400 micro influencers.

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And share they did. The product wasn't just another item in the crowded beauty market; it was a beacon, quite literally a led powered beacon on the social feeds.

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The result? A ripple effect of authenticity and trust.

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"It looked cool enough, it looked unique enough, and it delivered results in a different way."

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At a time when influencer endorsements were often seen through a lens of skepticism, HiSmile's strategy stood out for its genuineness.

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"People weren't being paid to post or promote; they were just sharing it."

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They shared not because they had to, but because they believed in the value of what they were sharing.

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Getting the timing right

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Just as the 300-400 product send outs were getting buzz on social media, they landed stars fresh out of Big Brother in Australia such as Aisa Jade which helped catapult the brand to new heights.

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Adapting to the time you’re in.

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This is one of those classic stories of influencers being a complete game changer for a brand simply through gifting.

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Now this worked back in 2015 because hardly anyone was doing it, fast forward nearly a decade and Influencers really know their worth and a simple gifting strategy won’t suffice.

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That’s not to say it won’t work though, you just have to be more innovative.

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If you want to read about the incredible Influencer gifting strategy Steven Bartlett of Diary of a CEO used to get millions of free impressions from their Influencer gifting campaign ahead of his latest book launch you can check it out here

🌟 The HiSmile Revolution: How Kylie Jenner Became the Crown Jewel of Their Marketing Strategy

In the dynamic world of digital marketing, HiSmile's journey from leveraging micro-influencers to capturing the attention of the ultimate social media monarch, Kylie Jenner, is nothing short of a masterclass in influencer outreach. Instagram, the platform known for turning ordinary posts into viral sensations, served as the battleground for HiSmile's ambitious leap.

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"Instagram was the jumping off point for HiSmile taking their influencer outreach to a whole new level."

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The initial triumph with micro-influencers was just the prelude to their audacious goal: to win over Kylie Jenner, the undisputed queen of social media influencers. With a staggering following of 100 million on Instagram, Jenner's endorsement is the Midas touch that brands dream of, capable of turning any product she recommends into gold.

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Understanding the monumental impact a single post from Jenner could have, HiSmile embarked on what can only be described as the ultimate marketing crusade.

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"Kylie Jenner is a force to be reckoned with in the world of social media."

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Her influence among millennial girls is unparalleled, with her recommendations prompting immediate action from her legion of followers.

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However, the path to securing a spot on Jenner's coveted Instagram page was fraught with challenges. Amidst a sea of requests from brands worldwide, Jenner's selective nature and commitment to aligning with products that resonate with her image meant that HiSmile had to navigate through a rigorous vetting process.

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"Before promoting a product, Jenner has to test and review it to confirm it aligns with her image."

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The perseverance and strategic negotiations of the HiSmile team eventually bore fruit after six months, culminating in Jenner's agreement to promote their product. This partnership catapulted HiSmile into the social media stratosphere, validating their patience and strategic approach. "

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'Our five Instagram posts with Kylie have all had over 1 million views and 100,000 comments and you see the sales uplift immediately after each one,' says Mirkovic."

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This narrative not only highlights the transformative power of influencer marketing but also underscores the importance of alignment between brand and influencer. HiSmile's success story with Kylie Jenner exemplifies the pinnacle of influencer outreach, setting a benchmark for brands aspiring to make a significant impact in the digital age.

Source of this story here

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From Glam to Grit: HiSmile Captures the Millennial Throne with Conor McGregor's Endorsement!

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Riding high on the waves of their wins with the Jenner crowd and millennial women, the dynamic duo at HiSmile, Nik Mirkovic and Alex Tomic, decided to take a leap. They tweaked their influencer strategy to charm an entirely new audience: millennial men.

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And boy, did they go for the gold! In the early stages of this new game plan, HiSmile snagged a colossal deal with a titan of the millennial male domain: none other than the UFC champion, Conor McGregor.

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Mirkovic breaks it down for us: "We wanted to make noise in the male market and make it OK for men to purchase products like ours." And who better to spearhead this charge than McGregor, the "most relevant male for our demographic"? It was a no-brainer.

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The journey to this partnership wasn't overnight. It took months of talks, but they clinched the deal with McGregor right before his high-stakes Vegas showdown with Floyd Mayweather. Talk about timing! And let's not gloss over the perks—these guys got ringside seats to the fight!

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The results? McGregor's Instagram shoutout for HiSmile pulled in a staggering 5 million views. With numbers like that, it's clear—HiSmile is on the fast track to dominating the male millennial market, mirroring their triumph with the ladies.

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Source of this story here

However they didn’t just stop there…

HiSmile are continuing to innovate with their use of Influencers to grow their sales and cement themselves in the oral care market.

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One of their new products is flavoured toothpastes.

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They’ve partnered with 24 year old Influencer & Founder of Paullie Skin Anna Paul.

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She has 2.4M followers on Instagram and her skincare range is already in Sephora.

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To celebrate the launch of the product HiSmile filmed an epic launch video where they took Anna around Auz in a custom Jeep where they got fans to sign the car and then ended the video with a huge meet up.

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Imagine the buzz on social this created!

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Anyone who says “Influencer marketing is dead” is just not a creative person.

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This appears to replicate the successful Kylie Jenner strategy, suggesting a winning pattern in their approach.

Link to instagram here

Link to Instagram here

Anyone who says “Influencer marketing is dead” is just not creative enough.

Launch video here

Here is another example of an epic launch video which is worthy of a short film award if you ask me.

Link here

Takeaway:

Whilst the influencer game has changed A LOT since HiSmile secured these original partnerships, it’s still as powerful strategy as ever to leverage the power of Influencers not just as a way of generating sales but as a way of associating your brand with people who consumers trust, admire and follow.

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We’re living in a world where creators are so powerful they’re creating multi-billion pound brands and securing $100 million content contracts (shout out Mr Beast).

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A crucial part of the success of this strategy by HiSmile is they found Influencers who were absolutely on fire at the time but were also destined for greatness meaning as they as they skyrocketed the brand benefits at the same time.

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A few of my favourite examples of this are:

• Steven Bartlett & Huel

• Mr Beast & Shopify

• Roger Federer & ON

• Dua Lipa & Puma

• HiSmile & Paullie ;).

The key is to connect your vision with a person you can grow with and the results can be magical.

Content Mastery: Driving Scale Through Relentless Experimentation

One key lesson i’ve taken away from listening to the HiSmile founders speak about their story is the power of RELENTLESS experimentation.

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They speak with an insane amount of passion not only for the product, the brand and the mission but a true passion for growing their skillset.

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They say for every one successful strategy or piece of content there are 100 ways in which they failed.

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“Only 0.2% of what we do works”

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In an interview linked here, they say when interviewing candidates they choose work ethic & mindset over talent as they are a brand that thrives on social media and platforms have constantly been changing, not only from a technical standpoint but shift as culture changes.

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• One month it’s long form Facebook posts

• Next it might be fan pages

• Then it might funny You Tube challenges

• Another month it might be stories are hot

• Then it’s short form video

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Whilst it’s not sensible to get blinded by every new shiny thing or trend.

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The brands that win at the highest level can take the essence of their brand and their story and adapt it to any given platform and format to maximise their reach.

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We all know when a platform releases a new feature they will be pushing content of that style to ensure the success of the launch.

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They really emphasise the power of always looking for those 1% improvements that over time add up into big wins.

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I’m not going to breakdown everything they’ve done as trends move on so fast.

However….

here are a few recent examples of how a brand can adapt to the times and stay relevant:

HiSmile’s secret to filling your feed with high quality content.

So many brands struggler to generate high quality user generated content.

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Some of the common reasons I see are:

• Boring outreach that get’s lost in the noise of daily life

• No compelling offer

• No exclusivity

• No community

How is this different?

HiSmile cleverly leverages psychological principles to turn their creator community into a content powerhouse.

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By offering early access to product launches and the allure of being featured on their socials, they tap into the principle of exclusivity, which enhances the perceived value of the opportunity.

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This sense of exclusivity triggers a Fear of Missing Out (FOMO), a psychological phenomenon associated with anxiety of being left out of rewarding experiences, driving creators to produce and share content enthusiastically.

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HiSmile fosters a strong community by highlighting user-generated content, which invokes the principle of social proof.

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When individuals see others enjoying and endorsing a product, it increases the likelihood they will also find it desirable and worth engaging with.

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The concept of community also plays into the psychological need for belonging, as described by Abraham Maslow's hierarchy of needs, motivating creators to participate actively for a sense of inclusion.

Rebranding, Throwing The Best Seller Away & Challenging Oral Care Titans

This was the moment that nearly broke the HiSmile founders.

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They undertook a complete rebrand….

From this:

To this:

They threw away their hero product (LED Mouth tray & gels)

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They deleted 4 years of content.

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And they did this during a period whilst they were achieving record sales.

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Let us not forget these guys are in their mid 20’s and doing this completely bootstrapped.

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In every business's journey, there's a pivotal moment: evolve or risk fading away.

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This challenge often centers around a 'hero product'—that initial success story propelling the brand into the spotlight.

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Yet, the true test of longevity isn't just riding the wave of this singular hit but daring to expand and diversify.

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How many founders can say that they’re willing to do this?

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Bringing R&D In house

Nick & Alex knew that in order to take on the oral care titans they were going to have to have step up their product development game.

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This meant...

• Better products

• Faster development timelines

• Innovating in a market where your competitors have billions to spend

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Excuse my language but I fucking love the way these guys speak about business.

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This quote below is so inspiring.

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The majority of people would look at these competitors who completely own the market and shelf space and shrink at the thought of taking them on.

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This is how Nik & Alex talked about it:

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"Let's go heavily invest in R&D; let's get the brightest minds we can; let's rethink not just teeth whitening but what Oral Care could look like."

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They now have their own R&D center based out of their headquarters in Australia.

Meaning they can take their product development timelines down from years to months.

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Not only that but they conducted a double blind clinical trial to put their money where their mouth is.

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This is an expensive process and only one you’d enter into if you had a real belief in your product.

Takeaway:

If you’re going to compete with the titans of an industry investing in R&D is crucial as it’s one of the only ways you’re going to create a unique moat around your business by innovating on the status quo and differentiating yourself from what everyone can take off the shelf and simply add something to it and call it their own.

Captivating Paid Acquisition Tactics That Convert

Decoding HiSmile’s Meta Ads: A Lesson in Scroll Stopping Customer Acquisition

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HiSmile are one of the best in the game in getting people to stop scrolling.

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They have truly mastered the thumb-stop.

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If you haven’t guessed it for yourself yet their focal point for content is one word.

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TRANSFORMATION.

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They manage to show you exactly how their product will transform your smile in a matter of seconds.

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They currently have over 400 active ads from looking at their Facebook ads library.

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Which means they are doing a LOT of testing.

Linked here

Breaking down the HiSmile AD formula.

Seeing teeth up-close to the screen is a very jarring view.

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This tactic will offend some people but for a lot of people this is at least getting them to stop and understand more.

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These ads do not blend in, they stand for something.

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I’m going to break down one AD for you below as it perfectly sums up their formula and one they’ve made hundreds of different variations of.

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Step 1: Scroll stop with a shock

Step 2: Apply product, remove objections and add social proof

• “First let’s apply the sensitive-free clinically proven whitening method.”

Step 3: Explain the science & demonstrate the transformation

• “The V34 serum’s results stem from the whitening technology.”

• “The colour purple is opposite to yellow on the colour wheel”

• “Hence the white transformation”

• “The V34 uses this process to non invasively whiten teeth”

• “We can see this work for clinical applications or at home uses”

Step 3: Show a real user highlighting how easy application is

• In this clip a girl brushes her teeth in the car, spits into a cup and shows off her white smile transformation.

• I love this clip as it really highlights just how easy the product is to use and teases the speed of transformation available.

Step 4: Sell the value and drive action

• This section includes an offer where if you buy one of these V34 serums you get another one free.

Here are a few more thumbnails that will help paint the picture:

What other platforms are they leveraging?

Here are a few of their killer paid acquisition case studies.

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Case Study: Hismile's Explosive Growth Through TikTok Marketing

Introduction: In the competitive landscape of at-home teeth whitening, Hismile has leveraged the power of TikTok to transcend traditional marketing boundaries, achieving unprecedented scale and market penetration. This strategic pivot to embrace TikTok's dynamic and engaging platform has propelled Hismile into new heights of brand visibility and customer engagement.

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Objective: Hismile aimed to amplify its online presence and drive sales through innovative social media marketing. The objective was clear: to harness TikTok's vast user base to initiate conversations around teeth whitening, thereby increasing website traffic and product sales.

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Key Strategies and Results:

• TikTok Marketing Pivot: Initially focusing on conversion activities targeting sales, Hismile shifted its strategy based on TikTok's recommendation to target audiences higher up in the funnel, specifically those in the 'add to cart' phase. This approach involved leveraging in-feed videos created by influencers to showcase the product's effectiveness and explain the science behind it.

• Remarkable Outcomes: The implementation of TikTok's strategic recommendations led to immediate and striking results. In just one day, Hismile saw its Return on Ad Spend (ROAS) double and sales soar, with over 500 products sold. This marked the beginning of a period of hyper-growth for the brand.

• Black Friday and Cyber Monday Success: During the critical sales period of Black Friday and Cyber Monday, Hismile's TikTok campaigns drove 39% of the overall traffic, delivered 93% of all new customers, and astonishingly increased overall revenue by 28%. This period alone resulted in Hismile acquiring 9,905 first-time customers directly attributed to TikTok's last-click.

Link to case study [here]

HiSmile saw a 20% lift in sales using Story Ads and Snap Ads

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Objective: The primary goal was to increase HiSmile's sales while also achieving a lower cost per purchase compared to other advertising channels. The brand aimed to leverage Snapchat's unique ad formats to connect with the platform's vast and loyal user base.

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Strategy: HiSmile implemented a two-pronged advertising strategy on Snapchat, utilising both Snap Ads and Story Ads to maximise their reach and engagement. This approach was designed to cater to the full marketing funnel, from awareness to conversion.

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• Snap Ads: Short, full-screen video ads that appear between Stories and Discover content, offering a direct call-to-action to encourage immediate engagement.

• Story Ads: A series of ads placed within the Discover section, allowing brands to tell a more comprehensive story and engage users with multiple pieces of content..

Results: The campaign was a resounding success, yielding impressive results for HiSmile:

• A 20% lift in sales, indicating a significant increase in consumer purchases attributed directly to the Snapchat campaign.

• 15% increased daily revenue, showcasing the immediate impact of the ads on the company's bottom line.

• 20% lower cost per purchase compared to other advertising channels, demonstrating the cost-effectiveness of Snapchat's advertising solutions.

Source of case study here

Hismile's Growth via Rakuten Advertising

What is Rakuten?

Rakuten Advertising is a global digital advertising service, part of Rakuten Group, providing affiliate marketing, programmatic advertising, and ad optimization solutions to businesses.

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Objective:

Hismile aimed to grow its market presence in the APAC, UK, and US and increase affiliate sales through its partnership with Rakuten Advertising.

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About Hismile:

An Australian oral care brand, Hismile focuses on safe, effective, and sustainable products, using natural ingredients and eco-friendly packaging.

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Challenges and Strategy:

Seeking global expansion, Hismile needed an affiliate network with comprehensive support. It chose Rakuten Advertising for its global network and expert affiliate marketing support.

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Rakuten's Solution:

Rakuten streamlined Hismile's affiliate marketing efforts, increasing publisher partnerships by 78% by adding 36 new publishers and utilizing Dynamic Commissioning to enhance sales, particularly in toothpaste. They also secured premium exposure for Hismile during key shopping dates.

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Results (8 Months):

• A 484% YoY increase in global affiliate marketing channel revenue.

• Affiliate sales accounted for 45% of total global revenue.

• A 78% increase in publisher partnerships.

• A 176% revenue growth in the APAC region from Q2 to Q3.

Link to case study here

Conversion rate optimisation that brings a smile to your face

So, let’s chat about HiSmile’s website, shall we? It’s like a masterclass in best practice. . You can just tell they pour their heart into experimentation & CRO. They've really honed in on what makes a visitor stick around and click that all-important "buy" button. . I've got a few snapshots here that really show off the bits of their site that just... convert.

1. Limited Time Offer: The banner at the bottom of the image states "LIMITED OFFER: Free gift with any purchase 🎁." This utilises the principle of scarcity and urgency, making users feel they need to act quickly to get the free gift before the offer ends.

2. Payment Options: The page offers "4 payments of £4.75 with clearpay." This is a strategy to reduce the pain of paying by breaking down the cost into smaller, more manageable amounts, known as the principle of pain of payment. (I don’t agree with it being used on this product but a great method for CRO Nonetheless)

3. Social Proof/Clinical Validation: The product is labeled as "Clinically Proven." This phrase can act as social proof, suggesting that the product's claims are backed by scientific research, which can enhance trust and credibility. Link to clinical study here

4. Prominent Call to Action (CTA): The "Add to cart" button is large, and in a contrasting blue color, which makes it stand out. This draws attention to the desired action for the customer to take.

5. Free Gift Incentive: The offer of a free gift with any purchase can serve as an additional incentive for customers to complete a purchase, utilising the principle of reciprocity.

6. Header Offers: The top of the page mentions "Free gift with ANY purchase," repeated twice, which ensures the user sees this offer regardless of scrolling. This repetition can reinforce the message and the incentive to buy.

1. Visual Proof: The before and after images provide a clear, visual representation of the product's effectiveness. This can greatly enhance trust and credibility, as users can see the results for themselves.

2. Urgency and Incentives: The repeated mention of "Free gift with ANY purchase" could create a sense of urgency and encourage on-the-spot purchasing decisions.

1. Value Proposition: The offer to "Bundle & save 50%" is a strong incentive for customers. It provides a clear, immediate benefit for choosing to purchase multiple items.

2. Clear Call to Action (CTA): The "Add V34 & Strips to cart" button is an excellent example of a clear CTA. It tells customers exactly what will happen if they click on it, making the process straightforward and encouraging them to take action.

3. Urgency: The text creates a sense of urgency by suggesting that combining products is necessary "for the best results." This can prompt customers to act quickly for fear of missing out on the optimal product experience.

4. Product Visualisation: Showing the product in use, as the person applies the teeth whitening strips, can help customers envision themselves using it, thereby increasing the desire to purchase.

5. Direct Benefit Communication: The text "Need whiter teeth?" directly addresses a common desire or pain point, potentially increasing the emotional impact of the message and the likelihood of a conversion.

1. Savings Highlight: The message "You're saving GB£22.50!" leverages the principle of loss aversion. Customers are more motivated by the idea of avoiding a loss (paying more) than by the prospect of gaining something. Highlighting the savings can make customers feel like they are getting a good deal, which can encourage them to complete the purchase.

2. Ease of Payment: By mentioning that the payments are "easy," this implies convenience and simplicity, reducing perceived friction associated with the payment process.

3. Commitment and Consistency: If a customer has added items to their cart (especially four items, as indicated), they've already shown a commitment to purchase. According to Cialdini's principle (source of principle) of commitment and consistency, once people commit to something, they are more likely to go through with it.

1. Scarcity Principle: By suggesting that adding the "Cherry & Grape Bubblegum Toothpaste Sachets" will unlock free shipping, it creates a sense of scarcity or limited availability. This can encourage customers to act quickly to not miss out on the deal.

2. Commitment and Consistency Principle: Once customers have added items to their cart, they're more likely to complete the purchase to be consistent with their initial action of adding the product.

3. Reciprocity Principle: The offer of free shipping in exchange for adding another product may trigger the reciprocity norm where customers feel compelled to reciprocate the perceived generosity of the free shipping offer by completing the purchase.

4. Anchoring Effect: If customers have seen higher shipping fees elsewhere, the offer for free shipping can serve as an anchor, making the deal seem even more attractive.

Leveraging retail for dizzying growth

Building on its success in online sales and social media marketing, Hismile's venture into physical retail aims to enhance its brand presence and accessibility on a global scale.

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Objective: The primary goal of Hismile's retail expansion is to broaden its market reach by transitioning from an online-only presence to being available in over 20,000 stores worldwide by 2023. This strategic move seeks to leverage the potential of in-store shopping experiences to increase brand visibility, customer engagement, and revenue.

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Key Strategies and Results:

• Retail Partnerships: Hismile has forged significant distribution agreements with leading retailers, including over 800 Coles supermarkets in Australia, Terry White Chemmart, Sephora, Myer, and global retailers such as Walmart, Superdrug, Harrods’ H Beauty, and Galeries Lafayette. These partnerships have propelled Hismile products into more than 4,000 stores globally, with a target of expanding to 20,000 stores by 2023.

• Revenue Growth: The move into retail has significantly impacted Hismile's financial performance, with the company reporting $96 million in revenue in 2022, a 50% increase from the previous year. With its expanding retail footprint, Hismile is on a trajectory to double its revenue in the current financial year.

Source here

My key takeaways:

• Building your product with social media and influencers in mind can be a recipe for success

• Taking R&D in house can build a competitive moat for your business

• Relentless experimentation is crucial to finding your winning formula again and again and again

• Influencers have the key to unlock monumental growth if used correctly

• If you want to continue to scale you need to adapt your content to the times and platforms as they evolve

• People want to feel like they’ve got a good deal, use psychological principles to your advantage on your website to drive higher conversions

• Sell the transformation not the features

• To reach scale as a DTC brand retail has to be on the cards