A cutting-edge dental brand that guarantees a flawless, Hollywood-inspired smile has now made its debut on the bustling streets of Britain. Hismile, an Australian brand endorsed by celebrities like Kim Kardashian, has officially launched its products in the well-known retailer Boots. Alongside the traditional mint flavor, Hismile offers a range of fruity toothpastes, including mango sorbet, peach iced tea, and watermelon. The brand also provides powders, serums, and strips specifically designed to whiten teeth. One of Hismile’s remarkable products is a purple foam that can “color correct” teeth, similar to how purple shampoo tones down brassy hair. The company claims that it “neutralizes yellow tones on the tooth surface.” In an engaging video shared on Hismile’s TikTok page, which reached a staggering 21.6 million people, Kim Kardashian proclaimed her admiration for the V34 foam product by saying, “This serum takes away those unwanted [yellow] tones. It’s so bright and white.” She also shared a discount code for a 20% discount. Not only has Hismile gained popularity in Australia, New Zealand, and the US, but it has also garnered attention in the UK. British consumers could previously purchase Hismile products online, and now they can access them conveniently at Boots. The company’s success is largely attributed to well-known celebrities and social media influencers like Kim Kardashian, who receive significant compensation for endorsing products like Hismile. Other notable figures, such as Rita Ora, Rosie Huntington-Whiteley, Millie Bobby Brown, and Lily Allen, have also supported and recommended Hismile on their social media platforms. The brand’s TikTok hashtag, #hismile, has reached an impressive 326.3 million hits, and videos showcasing the toothpaste have amassed hundreds of millions of views. In yet another TikTok video watched by 19,000 people, singer Rita Ora praised the toothpaste for its teeth-whitening effects. Hismile co-founders Alex Tomic and Nik Mirkovic credit their success to social media and its ability to connect with customers on various platforms. They acknowledge that people spend more time than ever on apps like Instagram, TikTok, and YouTube, so it is crucial for businesses to be present where their target audience is. Apart from their teeth-whitening products, Hismile also offers a range of flavored toothpastes dispensed through colorful pump packaging, starting at around £6. The brand’s signature product, V34 toothpaste, contains an active ingredient called Phthalimido Peroxy Caproic Acid (PAP), which, when oxidized, breaks down stains and lightens the appearance of teeth. As a water-soluble substance, the purple foam is washed off along with the stains, resulting in a brighter smile, according to Hismile. Research has shown that PAP is more effective than traditional ingredients like hydrogen peroxide found in other toothpaste brands. It has been deemed safer and more reliable by experts. However, some dentists caution against using prolonged whitening treatments, including those using PAP products, as they can lead to long-term side effects such as sensitivity, gum irritation, and demineralization. Dr. Vikas Prinja, a London-based dental surgeon and TikTok creator, explains that while the science behind Hismile’s products is sound, they provide only a temporary special effect because they can easily be washed off when eating, drinking, or brushing teeth.
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