Over the past decade, Hismile has grown from a single teeth-whitening product into one of the world's best-known direct-to-consumer oral care brands. With a product range spanning whitening strips, flavoured toothpaste, mouthwash and oral care accessories, the Australian company has built a global presence through Shopify, major retailers and social media-first marketing.
According to recently filed financial accounts, Hismile generated approximately A$153 million (around US$100 million) in revenue during its 2025 financial year. While sales declined from the previous year as the business shifted strategy, profitability increased significantly after reducing marketing and logistics costs, highlighting a more mature and efficient growth model.
One of the biggest reasons for Hismile's success has been its approach to influencer and creator marketing. Rather than relying on a handful of celebrities, the brand has built what is effectively a creator content engine—working with hundreds of influencers and everyday creators to produce an endless stream of authentic videos across TikTok and Meta. The highest-performing content is then amplified through paid advertising, allowing Hismile to constantly refresh its creative, avoid ad fatigue and scale winning messages.
In this ecommerce teardown, we'll look at two areas that have helped fuel Hismile's growth:
If you're running a Shopify store, there are plenty of practical lessons to take away from Hismile's approach—particularly if you're looking to improve your creative strategy, reduce ad fatigue and build a stronger content pipeline.
Hismile's TikTok strategy goes far beyond working with a few popular influencers. Instead, the brand has built what can only be described as a scalable creator content engine, partnering with hundreds of creators across different ages, audiences and content styles.
Rather than producing highly polished adverts, Hismile encourages creators to make videos that feel native to the platform. The content is intentionally authentic—filmed on smartphones, in bathrooms, kitchens, cars and everyday settings—making it blend naturally into users' "For You" feeds rather than standing out as traditional advertising.
You'll also notice that Hismile tests a huge variety of creative angles. Many videos begin with attention-grabbing hooks such as "I hate my yellow teeth", "How can they sell it for that much?" or "The results are crazy...". Others focus on curiosity, scepticism, transformation or humour. By constantly experimenting with different messaging, the brand quickly identifies which concepts resonate most with its audience.
Perhaps the most interesting takeaway is the sheer number of Paid Partnership posts visible across TikTok. Instead of relying solely on celebrity endorsements, Hismile works with a large network of micro and mid-sized creators, generating an enormous volume of fresh content every month. This gives the marketing team an ever-growing library of authentic videos that can be analysed, reused and, where appropriate, repurposed into paid advertising across other platforms.
For ecommerce brands, there's an important lesson here. Don't think of influencer marketing as simply paying someone to promote your product. Think of it as building a content production system. Every creator partnership becomes another opportunity to test new hooks, messaging, audiences and creative styles—helping you discover winning content while keeping your advertising fresh and avoiding creative fatigue.
While TikTok is where much of Hismile's creator content originates, Meta is where many of those winning ideas are scaled.
A review of Hismile's Meta Ad Library reveals a consistent strategy: rather than relying on polished studio commercials, the brand heavily promotes creator-led videos featuring genuine reactions, product demonstrations and customer-style testimonials. Industry tracking tools estimate Hismile currently has hundreds of active Meta creatives, with well over 100 new creative variations being introduced on a regular basis—an indication of just how aggressively the brand tests and refreshes its advertising.
One of the first things you'll notice is the emphasis on social proof. Many adverts reference "Verified Amazon Reviews", feature before-and-after results, or show creators sharing their own experiences using the products. Instead of making bold brand claims, Hismile lets creators tell the story, making the adverts feel more trustworthy and relatable.
The creative approach is equally consistent. Hooks such as "Wait WHAT?!", "She was NOT expecting that!" and "At almost 60 years old, I was sceptical..." are designed to capture attention immediately, before quickly transitioning into simple product demonstrations and benefit-led messaging. The videos are short, filmed vertically and optimised for mobile, making them feel native within Facebook and Instagram feeds.
Another interesting shift is the messaging itself. Rather than focusing purely on cosmetic whitening, many of Hismile's campaigns now educate consumers about ingredients such as nano-hydroxyapatite, enamel remineralisation and stain removal. This positions the brand as an oral care company rather than simply a whitening brand, broadening its appeal while giving customers more reasons to purchase.
For ecommerce brands, the takeaway is clear: don't think of Meta as a place to create separate adverts. Instead, use it to identify your highest-performing creator content, then scale those winning videos with paid media. Hismile's strategy demonstrates how authentic UGC, compelling hooks and continuous creative testing can become a repeatable growth engine rather than a series of one-off influencer campaigns.
Hismile's success wasn't built on a single viral campaign or one celebrity endorsement. Instead, the brand has developed a repeatable marketing system that continually produces, tests and scales creator-led content across multiple platforms.
TikTok acts as a discovery engine, where hundreds of influencers and everyday creators generate authentic videos that educate, entertain and build trust. The highest-performing concepts can then be repurposed into Meta Ads, where they're amplified to larger audiences through paid media. By constantly introducing fresh creatives, Hismile reduces ad fatigue, uncovers new winning messages and keeps its advertising relevant in an increasingly competitive market.
For Shopify brands, the lesson isn't simply to hire more influencers. It's to build a creator content pipeline. Encourage creators to test different hooks, audiences and messaging, measure what performs best, and use those insights to improve your paid advertising across every channel.
At Store Surge, this is exactly the type of strategy we look for when auditing ecommerce brands. By analysing advertising libraries, creator campaigns, landing pages and conversion journeys, we uncover the tactics that drive growth—and, more importantly, identify opportunities that other Shopify stores can apply to their own businesses.
Whether you're spending £1,000 or £100,000 per month on paid advertising, Hismile proves that authentic creator content, continuous testing and a well-structured creative strategy can become one of the most valuable competitive advantages an ecommerce brand can build.
