A trendy dental brand, promising a perfect Hollywood-style smile, is now being sold on the high streets of Britain.
Australian brand Hismile – endorsed by celebrities including Kim Kardashian – has officially launched in Boots.
It offers a collection of fruity toothpastes, such as mango sorbet, peach iced tea and watermelon, in addition to the typical mint flavor. Hismile also makes powders, serums and strips designed to whiten teeth.
One of its products, a purple foam brushed on the teeth, can color teeth “correctly” in the same way that purple shampoo helps reduce brassy hair tones.
The company says it “neutralizes yellow tones on the tooth surface.”
In a video promoted on HiSmile’s own TikTok page, seen by 21.6 million people, Kim Kardashian said she was “obsessed” with the V34 foam product
“This serum takes away those (yellow) tones you don’t want. It’s so bright and white,” she added. “Use my code ‘Kim’ for 20 percent off the color corrector”
HiSmile, the Australian teeth whitening brand, claims their V34 foam can “color” teeth in the same way purple shampoo helps reduce brassy hair tones. The product, now available in Boots, “also neutralizes yellow tones on the tooth surface,” the company adds. But it also offers a separate range of flavored toothpastes from £6 in watermelon, mango sorbet and peach iced tea flavours.
But dental experts have warned the product, which costs £12.67 at Boots, ‘is really just a temporary special effect’.
Already described as a market leader in his native Australia and New Zealand, Hismile is making “massive strides” in the US.
Britons could already buy Hismile products through its own website and other online retailers.
Paid endorsements with celebrities and social media stars such as Kim K have been credited with the company’s successes.
Kim Kardashian is reportedly being paid up to £500,000 ($640,000) for a single sponsored Instagram post.
Other celebrities who have been photographed with the product or recommended it on social media include Rita Ora, Rosie Huntington-Whitely, Millie Bobby Brown and Lily Allen.
It also blew up on TikTok, with #hismile racking up 326.3 million hits and videos of the toothpaste being used racking up hundreds of millions of views.
In a video promoted on Hismile’s own TikTok page, seen by 21.6 million people, Kim K said she was “obsessed” with the V34 foam product.
“This serum takes away those (yellow) tones you don’t want. It’s so bright and white,” she added. “Use my code ‘Kim’ for 20 percent off the color corrector,” she said.
In another video shared on Instagram and TikTok promoting the flavored toothpastes, Kim K tells her followers “they are so good.” Hismile has “changed everything related to how me and my kids brush our teeth,” she told her millions of followers.
“I couldn’t get them out of this minty toothpaste situation that they hate, so this will blow your mind.” Brushing teeth is now so much easier with everyone.’
She added, “My favorite is the peach iced tea. The taste is great.’
Watched by 19,000 people, singer Rita Ora also praised the toothpaste for making a difference to the color of her teeth.
Alex Tomic, 29, who co-founded the company with his friend Nik Mirkovic, 28, says Hismile has sent many celebrities free samples and was “lucky” with social shares.
He said, “Social media has been huge for us. It is a way for us to reach customers in a different way.
“People are spending more time than ever on their mobile phones and apps like Instagram, TikTok and YouTube, and being able to be where the customer is really helps.”
Hismile offers a separate range of flavored toothpastes in colorful pump packs from around £6.
The signature V34 toothpaste contains the active ingredient, phthalimidoperoxycaproic acid (PAP), which when oxidized helps to break down stains and lighten the appearance of the teeth.
In another video shared on Instagram and TikTok promoting the flavored toothpastes, Kim Kardashian tells her followers “they’re so good.” She added, “My favorite is the peach iced tea. The taste is great’
In another TikTok video viewed by 19,000 people, singer Rita Ora praised the toothpaste for making a difference to the color of her teeth
In the TikTok posted last year, the star user HiSmile made products to whiten her teeth while filming with Netflix
Hismile toothpastes contain the active ingredient, phthalimidoperoxycaproic acid (PAP), which when oxidized helps to break down stains and lighten the appearance of teeth
The peroxide works by releasing molecules known as free radicals that convert the color of discolored tooth enamel to clear.
Because it’s water-soluble, it washes the purple off your teeth as well as the stains for a “brighter smile,” claims Hismile.
Studies have also shown that PAP is more effective than hydrogen peroxide – the traditional ingredient found in some historic brands like Colgate.
Research published in the journal Composites Communication concluded in 2019 that PAP tooth whitening gel was “much safer and more reliable” than hydrogen peroxide toothpaste products.
The results of the study “indicated that PAP-based teeth whitening products can replace low-concentration peroxide teeth whitening gel in the home market,” scientists wrote.
Another, in the Journal of Applied Oral Sciencesfound that teeth whitening products containing PAP produced “significant initial whitening compared to baseline and placebo.”
But some dentists have warned that long-term whitening treatments, including PAP products, can cause long-term side effects, including sensitivity, gum irritation and demineralization.
Dr. Vikas Prinja, a London-based dental surgeon, member of the Royal College of Surgeon’s Faculty of Dental Surgery and TikTok creator with more than 220,000 followers, also said: ‘The science makes sense.
“But you have saliva in your mouth, you eat, you drink, you brush your teeth.”
He added, “So every time you do one of those things, it means it all washes off.” So it’s really just a temporary special effect.’