Hismile is claiming victory over Colgate and Listerine with the launch of its new mouthwash, as the Australian oral care innovator balances traditional retail sales and its social media operation.
The Gold Coast-based business, famous for its teeth-whitening strips and fruity flavoured toothpaste, this month launched its Stain ID mouthwash.
Unlike traditional mouthwashes spat directly down the sink, Hismile is betting users want to see the ‘gunk’ removed by swishing and gargling.
The new product contains binding agents that stick to that oral debris, adding a new visual element to a traditionally unglamorous process.
The 11-year-old business launched Stain ID through its own D2C operation, with Chemist Warehouse also stocking the product in-store and online.
Smarter business news. Straight to your inbox.
For startup founders, small businesses and leaders. Build sharper instincts and better strategy by learning from Australia’s smartest business minds. Sign up for free.
By continuing, you agree to our Terms & Conditions and Privacy Policy.
Related Article Block Placeholder
Article ID: 148619
Hismile general manager Justin Gaggino told SmartCompany that Stain ID broke Chemist Warehouse sales records upon launch.
It sold more units in its first week at Chemist Warehouse than any other mouthwash had, across any other week, he said on Tuesday.
Without disclosing precise sales figures, Gaggino said “it’s probably our most successful launch of a product ever,” surpassing even its teeth-whitening kits or the clamour for its pistachio-flavoured toothpaste.
Challenging the major players
With its mouthwash launch, Hismile is further challenging oral care titans Colgate-Palmolive and Listerine-maker Kenvue for market share.
Gaggino said the only way to challenge those established brands is with “actually disruptive” products — even if they look like gunk circling the drain.
“If you look at mouthwash as a category, what is it missing?” he said.
“What is the difference? How can we bring shoppers to the aisle with something different to what those big guys are doing?”
The new mouthwash, outlandish toothpaste flavours, and flashy partnerships with the likes of Barbie and The Simpsons are more than marketing stunts, he continued.
“If you want to compete with the biggest category giants, in any kind of category, you have to be doing something very different to what they’re doing,” he said.
“What got them to where they are will not get you to where they are currently.”
Balancing online sales and traditional retail
Related Article Block Placeholder
Article ID: 331844
Hismile’s recent success in Chemist Warehouse comes as the business reconsiders its social media marketing expenses, which first launched the brand into the public conscience and toiletry cabinets worldwide.
Founders Nik Mirkovic and Alex Tomic put much of the brand’s early success down to its paid social media marketing efforts, which recruited reality TV star and cosmetics mogul Kylie Jenner as one of Hismile’s first big-name endorsees.
In 2017, the founders claimed to spend 50% of the company’s revenue on platforms like Instagram.
More recent financial reports show that is changing.
Hismile financial documents, obtained by The Australian, show the business cut its marketing expenses by $102 million in 2025 compared to the year before.
Its sales through Shopify and Amazon also dropped, but the reduction in marketing spend contributed to the privately-held business turning a $13 million net profit.
Gaggino said Hismile was adapting for long-term success, both for its online operations and retail partners.
“We’re always testing and learning to see what works,” he said, with the business “making sure that our investments are done in the right ways, to protect the longevity of the long-term strategy”.
Despite the reported cuts to its digital marketing budget, Gaggino said social media videos showcasing the new Stain ID mouthwash have racked up more than 100 million views since launch.
Digital marketing remains “a big component of what we are doing now”, he said.
