540: In Retrospect - They Made $1 BILLION Selling Toothpaste | HiSmile
Description
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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