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The $29 'magic' teeth whitening powder from HiSmile that works in just ONE use

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The $29 ‘magic’ teeth whitening powder that works in just ONE use that Aussies are racing to buy during the early Black Friday sales – and Kylie Jenner is a fan

  • HiSmile launched in 2014 under the helm of mates Nik Mirkovic and Alex Tomic
  • The pair leveraged early Instagram ‘influencers’ to get their product noticed
  • The brand is now worth more than $100million and is hosting a sale
  • Customers can pick up the PAP+ Whitening Powder with more than 18k reviews

A teeth whitening company is earning high praise for a special powder it developed that can be added to any ordinary toothpaste to brighten your smile.

HiSmile launched in 2014 under the helm of Gold Coast mates Nik Mirkovic and Alex Tomic, who were quick to latch onto the influencer market and earn their first millions off the back of sponsored posts from celebrities like Kylie Jenner.

The brand’s $29 PAP+ Whitening Powder – which is currently on sale for Black Friday – is one of their most successful products to date with more than 18,000 positive reviews on their website.

The brand's $29 PAP+ Whitening Powder - which is currently on sale for Black Friday - is one of their most successful products to date with more than 18,000 positive reviews on their website

The brand’s $29 PAP+ Whitening Powder – which is currently on sale for Black Friday – is one of their most successful products to date with more than 18,000 positive reviews on their website

It transforms your existing favourite toothpaste into an effective, daily whitening treatment that oxidises stains without wearing away the enamel or your gums.

Customers simply add the PAP+ powder to any toothpaste by dipping your toothbrush directly into the jar, and brushing thoroughly for two minutes. 

The transformation photos after just one use are astounding and are regularly featured on their popular Instagram account to 1.2million followers.

‘I thought my teeth were pretty white but as soon as I used HiSmile powder with my toothpaste I noticed a difference straight away. It was amazing, I am definitely using this product time and again,’ one customer wrote.

Customers simply add the PAP+ powder to any toothpaste by dipping your toothbrush directly into the jar, and brushing thoroughly for two minutes

Customers simply add the PAP+ powder to any toothpaste by dipping your toothbrush directly into the jar, and brushing thoroughly for two minutes

The transformation photos after just one use are astounding and are regularly featured on their popular Instagram account to 1.2million followers

The transformation photos after just one use are astounding and are regularly featured on their popular Instagram account to 1.2million followers

‘I love using my HiSmile powder. It’s perfect for a touch up before photoshoots or important castings,’ said another.

Nik and Alex had just $20,000 between them when they started the HiSmile company, which was originally known for its LED lightening kit.

Because of their savvy marketing skills and penchant for getting high-profile celebs to pose with the product the business has exploded and was worth $100,000 by the end of 2016.

The pair effectively used celebrities like Kylie Jenner (pictured) to boost their brand

The pair effectively used celebrities like Kylie Jenner (pictured) to boost their brand

The real breakthrough for them came when reality star Kylie Jenner posted a photo of herself with the device to her more than 95million followers at the time.

While the pair have never revealed what Jenner’s Instagram post actually cost them, it clearly had an impact.

However, they did reveal that they spend $25,000 a month on social media marketing and paying influencers to do the advertising for them.

‘I think the biggest thing for us is that social media has given us the leverage to spread our message for free,’ they told GQ Australia in 2016.

The company reached $10million in sales after the first 18 months and $50million after three years

 The company reached $10million in sales after the first 18 months and $50million after three years

The company reached $10million in sales after the first 18 months and $50million after three years.

HiSmile’s success has been entirely built on social media, where it has more than 650,000 fans across its various pages.

When the first batch of its LED light-activated teeth whitening kits rolled off the production line, they sent more than half of them to beauty bloggers and social media personalities.

‘In this day and age, no one’s really watching TV ads, no one’s really looking at billboards or reading magazines – everyone’s on their phones, everyone’s on Facebook, Instagram, Snapchat,’ Mr Tomic said.

After much experimentation, Mirkovic and Tomic found their demographic niche in 15-24-year-old females and tailored their message to them.  

The company employs an army of models, reality TV stars and internet personalities to hock its products.

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