#32 Hismile: How Nik Mirkovic and Alex Tomic Built a $1 Billion Empire Through Innovation and Social Media

Our next guests are on track to make a billion dollars over the next 12 months! Just under years ago 10 years ago, Nik Mirkovic and Alex Tomic started Hismile by selling at home teeth whitening kits by being early adopters of Instagram and Influencer marketing.

Today, through constant innovation and a focus on research and development, they have built out their range to disrupt the previously stagnant oral care industry. They’ve taken on the giants like Colgate and Crest and are now stocked in over 20k stores including Coles, Woolies, Walmart, CVS, Boots UK, and are on track for 40,000 retail doors by the end of 2024.

We also chatted about their amazing marketing strategies including nailing TikTok with over 4 million followers as well as working with Kim Kardashian. Super fascinating convo! I'm super sorry about the audio - as we're in different states, the boys couldn't join me in person! But you'll be sure to enjoy what they have to say regardless <3

⁠@hismile⁠

⁠@thelazyceo_podcast⁠

⁠⁠On another note - I’ve had the best time getting to know some of the best brains in business, hope you’ve been enjoying it too! But I’d love to know how I can make it even better! I've put together a little survey that will only take 2 minutes - so if you have time I'd love for you to share your thoughts!

⁠⁠⁠https://docs.google.com/forms/d/e/1FAIpQLSczr5lNJL5S7UNKfG0Sv-YCZU3wIcCCrliGHx2XpsVOh38R5w/viewform

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