They made their initial fortune selling teeth whitening kits. Now, these Young Rich Listers are planning to take on global giant Colgate at their own game: toothpaste.
Young Rich Listers Nik Mirkovic and Alex Tomic may have found this generation’s new “smashed avocado”. They hope to sell so much of it that it’ll underpin a new wave of wealth creation.worth an estimated $125 million each, are shaking up a category most consumers pay the least attention to: toothpaste.
With chutzpah not uncommon among Young Rich Listers, Tomic and Mirkovic are chasing a lofty ambition. To get you to pay attention to a product you use every day – and pay more than you usually would – they’re injecting some fun. Hi by Hismile’s 60g, brightly coloured pump-pack allows better control of how much product you use. And, it doesn’t just come in mint. There’s also mango sorbet, watermelon, peach iced tea and coconut whip. All with the promise of a Fluoride+ formula to better protect your pearly whites.
They say revenue is set to more than double in 2022 as they take their toothpaste global, with plans to be in 20,000 stores. Next year, their range will hit Walmart and CVS in the US. They could take a hit to margins because they didn’t have external investors to worry about. They’ve bootstrapped Hismile and to date have not taken any external funding.
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