Teeth whitening brand HiSmile faces negative reviews (2024)

As global marketing campaigns go, getting Kim Kardashian to trigger a TikTok tidal wave of hype is probably about as good as it gets.

Australian teeth whitening brand HiSmile, dubbed 'purple shampoo for teeth', posted a video to its own TikTok page featuring the US reality star earlier this year.

The clip wasseen by 21.6million people, with Kardashian telling followers she was 'obsessed' with the brand's V34 foam product, which HiSmile says 'neutralises yellow tones on the tooth surface'.

The star was reportedly paid up to £500,000 ($640,000) for a single sponsored Instagram post.

The teeth whitening company, based on the Gold Coast in Queensland, has since seen its products - including fruity pastes, powders, serums and strips - fly off the shelves in UK branches of Boots and Superdrug, as well as online via Amazon and its own website.

TikToker @newhorizontwins revealed he couldn't see any difference after trying the toothpaste. While HiSmile has invested heavily into marketing - securing a collaboration with Kim Kardashian - the company has faced criticism over the product's effectiveness, and hundreds of complaints about delivery delays

@newhorizontwins replicated the front tooth dab seen in the glossy ads for HiSmile, which have seen the toothpaste, powders and strips go viral, but didn't get the same results, he says

A 30ml pot of the V34 pot promoted by Kardashian will currently set you back £19 at Boots or £15.20 on the HiSmile website - plus £4.99 delivery.

How does it claim to work? The brand's signature V34 toothpaste contains the active ingredient, Phthalimido Peroxy Caproic Acid (PAP) which, when oxidised, helps to break down stains and lighten tooth appearance.

The peroxide works by releasing molecules, known as free radicals, converting the colour of stained dental enamel to clear.

There are thousands of positive reviews about the product - including on both the Boots website and review website Trustpilot - and celebrities including Rita Ora, Rosie Huntington-Whitely, Millie Bobby Brown and Lily Allen have all sung its praises.

In a video promoted on HiSmile's own TikTok page, seen by 21.6million people, Kim Kardashian said she was 'obsessed' with the V34 foam product.Other celebrities who have been pictured with the product or have recommended it on social media also include Rita Ora, Rosie Huntington-Whitely, Millie Bobby Brown and Lily Allen.

However, in recent months, there seems to be a growing band of negativity around HiSmile, focused on both the product's effectiveness and customers reporting delivery delays.

The social media platforms that originally made the product so popular are now off-setting at least some of that heavy marketing investment it seems - with TikTok dentists and product reviewers offering a less positive spin on the best-selling purple serum and HiSmile's other products.

One half of TikToker @newhorizontwins revealed he couldn't see any difference after trying the toothpaste. The social media star, who has 1.8 million followers on the account he shares with his twin brother, replicated the front tooth dab seen in the glossy ads for HiSmile but didn't get the same results, he says.

He told followers that while he would give the paste the benefit of the doubt, the glowing white tooth seen in the ads hadn't materialised for him.

The Australian teeth whitening brand, HiSmile, claims their V34 foam can 'colour correct' teeth in the same way purple shampoo helps tone down brassy hair tones. Now stocked in Boots, the product also 'neutralises yellow tones on the tooth surface', the company adds.But it also offers a separate range of flavoured toothpastes from £6 in watermelon, mango sorbet and peach iced tea flavours

The British Dental Association said effective teeth whitening is best sought out in a dental practice and not with over-the-counter products

HOW DOES HISMILE'S BEST-SELLING V34 PRODUCT WORK?

The brand's signature V34 toothpaste contains the active ingredient, Phthalimido Peroxy Caproic Acid (PAP) which, when oxidised, helps to break down stains and lighten tooth appearance.

The peroxide works by releasing molecules, known as free radicals, converting the colour of stained dental enamel to clear.

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One British user posting on TrustPilot last move offered just one-star, saying: 'Please please please don’t waste your money on these products! I bought a whitening toothpaste done absolutely nothing.'

Another Brit posted on the review site, saying: 'I was taken in by all the great reviews paid my money when arrived couldn’t wait to try it then absolutely no difference tried for two weeks to give it a good try but still no difference please do not waste your money.'

And another this week focused on an apparently shoddy delivery service, saying: 'Companies can face difficulties when scaling up. But this is just ridiculous. Don't expect any sort of support from their side concerning your order, or any other enquiries.'

MailOnline spoke to the British Dental Association about whitening products in general.

The BDA haslong campaigned for tooth whitening to remain 'the practice of dentistry to ensure patients are protected'.

The organisation said: 'Dangerous levels of hydrogen peroxide are the equivalent of brushing with bleach and can put oral health at risk.

'Trading standards attempts to regulate the flow of these products onto our shelves, but it is a mammoth task and some online products being sold in the UK have been found to contain dangerous chemicals, which are toxic or banned, that can severely burn your gums and damage your teeth.'

British Dental Association chair Eddie Crouch told MailOnline: 'At best people will just waste money buying over the counter and online products to get whiter teeth.

'At worst you can end up on the receiving end of toxic or banned chemicals, that can damage your teeth and severely burn your gums. For safe and effective whitening visit your dentist.'

MailOnline has contacted HiSmile for comment.

Teeth whitening brand HiSmile faces negative reviews (2024)

FAQs

What are the negative effects of Hismile? ›

The original HiSmile formula contained citric acid, sodium chlorite and sodium bicarbonate as the active ingredients. Citric acid can erode tooth surfaces and cause sensitivity, while sodium chlorite can be toxic in high amounts.

What is the Hismile controversy? ›

Q5: What is the Hismile controversy? A5: The Hismile controversy revolves around their teeth whitening products. Some people, including dentists, question the effectiveness and safety of their ingredients. They also doubt the dramatic before-and-after photos, suggesting lighting tricks are used.

Does the Hismile color corrector actually work? ›

This powder is specifically designed for colour correcting tooth stains, and it does an amazing job. The Hismile V34 Colour Corrector Powder is easy to use and provides fast results. If you're looking for a teeth whitening product that really works, I highly recommend trying the Hismile V34 Colour Corrector Powder.

What celebrities are using Hismile? ›

Besides the fact that they promote their products on social media, Hismile collaborates with influencers as well as celebrity influencers such as Kim Kardashian,Kylie Jenner and Conor McGregor who share their opinion about how to use the Hi Smile products and the results that they have.

Is Hismile damaging to teeth? ›

Myth 1: Hismile Teeth Whitening Damages The Tooth Enamel

However, this is not the case with His Mile, which contains a moderate dosage of PAP active ingredients. Together with other components, the formula ensures maximum whitening effects without damaging your teeth.

Do the Kardashians use HiSmile? ›

Loyal to the HiSmile brand, Kim posted an Instagram story last night to show followers that the final step in her getting glam process is a quick treatment with HiSmile's V34 Colour Corrector Serum ($29).

What teeth whitening does Kim Kardashian use? ›

Kim Kardashian turns her teeth temporarily purple as she promotes the V34 Colour Corrector Serum from the brand HiSmile.

Does HiSmile have bleach in it? ›

Hismile Teeth Whitening is an at-home tooth whitening system that uses sodium bicarbonate as the active ingredient rather than traditional bleaching agents like hydrogen peroxide.

Is Hismile worth it? ›

I had noticeable results after one use, and every day I use it, I see a whiter smile. I don't think it makes that much of a mess either, especially if you ever brushed with charcoal powder. It also has a decent taste. For the price it is worth a try, and for me I feel like it works.

Can you use Hismile toothpaste everyday? ›

Yes, all of our Hismile Toothpastes are perfect to be used as your everyday toothpaste! We have included the highest quality ingredients to provide a superior clean and long-lasting oral health benefits.

How long does Hismile last? ›

* In the FAQ section of their website, they say that results are expected to last anywhere between 2 weeks and 3 months and that they recommend to do a “top-up” treatment with more gel (that you have to purchase) every 2 weeks.

Who is HiSmile owned by? ›

Gold Coast entrepreneurs Nik Mirkovic and Alex Tomic were only 21 and 22, when they invested $20,000 of their own money into launching teeth whitening company HiSmile.

How many times a week should I use HiSmile? ›

A: That all depends on how stained your teeth are, and how many things you consume on a daily basis that would create stains (drinking coffee/tea, red wine, smoking etc.). We have some customers who use them daily, others use them once a fortnight or month before a special event.

Is HiSmile made in China? ›

About Hismile

We are located in the beautiful & old city - Yangzhou, in Jiangsu Province China, which is famous for manufacturing all kinds of dental care products in the world. Our Toothbrush production capacity currently exceeds 10,000,000 units per month.

Is v34 harmful? ›

V34 is not a chemical whitening treatment and doesn't make any pertinent changes to your teeth, so it is safe to be used on dental work.

Which teeth whitening is safest? ›

Custom-fitted trays and in-office treatments are the safest and most effective ways to whiten teeth. ADA-approved over-the-counter toothpastes, gels, and strips are more affordable and convenient options.

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