Are there any friends who like to use mouthwash? How do you feel about using it in daily life?

Recently, a mouthwash on Tuke has become extremely popular. After using it, users spit out visible clumps of flocculent "dirt." This highly impactful visual effect makes the product stand out in the massive information flow and has also brought explosive sales.

According to market data, in the past 30 days, this whitening mouthwash from the Australian brand HiSmile sold 91,900 units in the US Tuke market, with sales reaching $1.8125 million, strongly entering the top five best-selling oral care products.

And this is just the tip of the iceberg for this brand's blockbuster product.

 

Image source:Tuke

Two post-95s break through with entrepreneurship

In 2014, 21-year-old Alex Tomic and 22-year-old Nik Mirkovic founded HiSmile with 20,000 AUD in a garage on the Gold Coast, Australia.

At that time, the teeth whitening market was polarized: on one end, there were cold light treatments at dental clinics costing hundreds of dollars, requiring repeated visits, and causing post-treatment tooth sensitivity and gum pain that deterred many; on the other, various home-use products on the market either took forever to show results or relied on peroxides for aggressive whitening, with unsatisfactory user experience and safety.

HiSmile targeted this huge market vacuum, collaborating with chemical experts to develop peroxide-free, 30-second fast-acting whitening strips and devices, entering the market with "family-friendly prices."

 

Alex Tomic & Nik Mirkovic Image source: Internet

In terms of brand positioning, HiSmile broke away from the traditional "medical feel" of oral care, positioning its products as "cosmetics for teeth," linking "confident smiles" with "social charm," and precisely capturing the 15-24-year-old young female demographic. This strategy quickly paid off, with revenue exceeding 10 million AUD within 18 months.

Afterwards, the brand continued to expand, extending its product line to toothpaste, mouthwash, and other fields, with business covering more than 180 countries, and establishing localized operation teams in Europe, America, Southeast Asia, and other markets. In 2023, annual sales exceeded $300 million, and the user community surpassed 3 million.

 

Image source:HiSmile

It is worth noting the strategic adjustment HiSmile made in 2025. According to financial documents obtained by The Australian, HiSmile proactively reduced marketing expenses by $102 million that year. Although annual revenue dropped to $153 million, net profit soared from $9.4 million to $27.5 million, completing the transformation from "burning money for growth" to "profit first."

This adjustment indirectly proves a fact: the market demand for oral whitening is already mature enough, and the brand can fully enter the stage of refined operations relying on product strength and reputation.

So, how big is this business opportunity?

 

Image source:Google

Globally, the scale of the teeth whitening market continues to expand.In 2025, the global teeth whitening market reached $8.5 billion, and in 2026, it further grew to $9.05 billion. It is expected that by 2034, the market will expand to $14.93 billion, with a compound annual growth rate of about 6.46%.

 

Image source:fortune business insights

In the European and American consumer markets, the whiteness of teeth has long gone beyond oral hygiene and become an unspoken standard in young people's social scenarios. Bright white teeth are directly associated with dating, shopping, interviews, and daily appearances.

On the Tuke platform, the #teethwhitening tag has accumulated over 1.1 million related videos.

On the other hand, professional whitening services at dental clinics are expensive and have poor post-treatment experiences, while traditional home-use products generally suffer from unstable results and experiences. It is precisely this strong demand and weak supply that leaves ample growth space for new brands like HiSmile to enter the market.

 

Image source:Tuke

Multi-platform synergy: a complete path for content-driven growth

The success of the HiSmile brand is not only a victory of the product, but also a victory of its deep understanding of social media traffic logic and building a multi-channel marketing matrix.

1. Tuke

Tuke's unique visual-driven content ecosystem is the core engine that allows HiSmile to break out quickly.

Currently, the brand has opened multiple accounts on Tuke for promotion. The main account @hismile has accumulated over 5 million followers, with some videos exceeding 100 million views, achieving wide reach on the platform.

 

Image source:Tuke

In terms of content strategy, they have also thoroughly understood Tuke's traffic logic, choosing to create viral impact through real visual contrasts.

Take the aforementioned whitening mouthwash as an example. Its promotional videos mainly highlight the stark contrast between traditional mouthwash and HiSmile mouthwash effects.

 

Image source:kalodata

For example, the mouthwash review video shot by Tuke influencer @Savage Deals received over 9.6 million views and nearly $130,000 in sales within less than a month of release.

The video content does not rely on professional science explanations, but instead stimulates viewers' curiosity and empathy through visual contrast. When they see others spit out "dirt," viewers can't help but imagine themselves. Compared to the abstract promise of "whitening in X days," this intuitive presentation is more direct in driving purchase decisions.

 

Image source:Tuke

In addition to content control, HiSmile is also very cautious in its influencer strategy.

They did not blindly spend money on top influencers, but focused on a matrix of mid-tier influencers in beauty, personal care, lifestyle, and oral care verticals.

  • Data shows that in March 2026 alone, the brand collaborated with 2,954 influencers in the US, launching 9,225 product videos and achieving $1.8448 million in sales. The speed and density of the campaign are quite impressive.

 

Image source:kalodata

Take influencer @trendy.finds02 (38,600 followers) as an example. In cooperation with HiSmile, 52 promotional videos in March alone garnered over 10 million views, directly driving $112,700 in sales.

This matrix strategy of winning by volume does effectively disperse the traffic risk of relying on a single top influencer, achieving more stable large-scale exposure.

 

Image source:kalodata

2.Instagram

On the Instagram platform, HiSmile adopts a similar influencer seeding strategy as on Tuke, while placing more emphasis on visual brand image, regularly posting high-quality product photos to reinforce its tone. The brand also actively responds to user comments, building good interaction with users.

In addition, HiSmile continuously collects user-generated content on Instagram and Tuke, encouraging fans to use brand hashtags to document their product experiences. This strategy has produced thousands of authentic posts, greatly enhancing the brand's social trust.

 

Image source:Instagram

Final Words

Management scientist Peter Drucker once said: "The best way to predict the future is to create it."

The HiSmile brand has proven the weight of this saying by growing from a garage to over 180 countries in ten years.

For many domestic enterprises, the overseas market at this moment is just such a future waiting to be created. The mature domestic supply chain system, keen intuition for digital channels, and precise grasp of young consumer groups are all underlying capabilities that can be transferred to overseas competition.

Those seemingly distant overseas consumers are actually no different from us in front of the screen—they also long for good and affordable products, and are also moved by sincere content. They are just waiting for the brand willing to take the first step.