Nothing to Hide: The Launch of The HiSmile Toothpaste

We take a look behind the scenes on how things played out with the launch of The HiSmile Toothpaste.

“I never knew how much I needed pink toothpaste until now.”

Last week we challenged all preconceived ideas in the oral hygiene game by dropping our latest product, The HiSmile Toothpaste. Customer feedback has always been at the heart of our product design, so we wanted to create something a little different, specifically for our community.

The HiSmile Toothpaste is a fresh take on an old routine and a bathroom experience that is nothing short of IRREPLACEABLE.

HiSmile Toothpaste
HiSmile Toothpaste
HiSmile Toothpaste

Long-term HiSmile Partners Shani Grimmond, Nathan Peats, and Madi Edwards were among the first to get their hands on the toothpaste.

HiSmile Toothpaste
HiSmile Toothpaste
HiSmile Toothpaste

Georgie Stevenson, Rahnee Bransby and Ben Morris also showcased their unboxing experiences for all of their followers.

HiSmile Toothpaste
HiSmile Toothpaste
HiSmile Toothpaste

The toothpaste made its way to the streets of New York, as well as Diarrha from Glossier HQ.

HiSmile Toothpaste
HiSmile Toothpaste
HiSmile Toothpaste

The global launch of the HiSmile Toothpaste encapsulates the unique aspects of the product itself.

HiSmile Toothpaste
HiSmile Toothpaste
HiSmile Toothpaste

The custom unboxing experience communicated the objectives the toothpaste aims to deliver upon - a unique, transparent product with Nothing to Hide.

To experience The HiSmile Toothpaste for yourself, click here.

More from The Hub


A Look Behind the Brand
A Look Behind the Brand
A Look Behind the Brand
A Look Behind the Brand

We’re peeling back the curtain and taking a look at the day-to-day of each department at HiSmile HQ.

Read now

Best of: Socials March ‘19
Best of: Socials March ‘19
Best of: Socials March ‘19
Best of: Socials March ‘19

March brought us some of our favourite comments, posts and tweets to date. We’re highlighting the best of the best.

Read now

Female First reviews our Teeth Whitening Kit
Female First reviews our Teeth Whitening Kit
Female First reviews our Teeth Whitening Kit
Female First reviews our Teeth Whitening Kit

Katie Haseldine from Female First tries out the Teeth Whitening Kit, and our Day & Night Toothpaste

Read now

Spotlight: Zlatan Ibrahimovic
Spotlight: Zlatan Ibrahimovic
Spotlight: Zlatan Ibrahimovic
Spotlight: Zlatan Ibrahimovic

Even footballing gods can make time to have their teeth whitened.

Read now