How HiSmile scaled from $10 million in revenue to eyeing off $100 million by setting infinite goals

When Keeping up with the Kardashians star Kylie Jenner wiped billions of Snapchat’s share price earlier this year with a single tweet, the co-founders of teeth whitening business HiSmile were thrilled at the opportunity she has presented them.

HiSmile founders Nik Mirkovic and Alex Tomic have seen the impact of Jenner’s influence first hand: one of her Instagram posts about their products generated millions of likes alone.

However, the duo, who are 22 and 24 respectively and and on a path to hit $100 million in revenue in 2018, realised the deluge of news stories about users leaving Snapchat would also mean their competitors may foolishly flee the platform.

“When Kylie put that thing out about Snapchat, that was the best time to double down on [promotions] on it,” Mirkovic tells SmartCompany.

“The heads of marketing everywhere would be reading headlines and going, ‘nobody’s on Snapchat’.”

HiSmile’s approach has long been about doing the unexpected, however, and the pair say they knew there was still a massive base of Snapchat users interested in their products. And now, there could well be fewer brands spending on the platform to compete with. Read more


Emma Koehn – Smartcompany – 28 Mar 2018