Co-Founder & Director of HiSmile
Co-Founder & Director of HiSmile
Nik Mirkovic, is one of the innovative minds behind the wildly successful HiSmile brand. With his entrepreneurial spirit and passion for creating accessible, effective products, Nik has transformed HiSmile into a global phenomenon. We delve into Nik’s journey, the inspiration behind HiSmile, and why the Gold Coast is the perfect base for big business.
How long have you been a Gold Coast local?
I was born and raised on the Gold Coast (I’m currently 28 years old).
What do you love the most about the Gold Coast?
I love the Gold Coast lifestyle, it’s unlike anywhere else in the world. Cities around the world are either so big that you’re stuck in traffic trying to get anywhere, or they’re so small that you’re unable to have huge ambitions and build an amazing and hard working team. On the Gold Coast, I feel like we’ve got the perfect balance of the ambitions and drive of a major city, and the peace and tranquility of a small getaway town.
Tell us a bit about yourself.
I grew up on the Gold Coast and I always had a passion to compete and challenge myself. My lifelong dream was to play professional football and to take my career over to Europe and compete with the best full-time. After finishing school I went on to try and pursue my dream, moving over to the UK to trial with a few bigger clubs. Realising I wasn’t at the level to compete at the very top, I had to make the tough decision of moving back to Australia to find a new challenge rather than lowering my expectations and playing professionally at a lower level.
I absolutely love living on the Gold Coast, and it plays a massive part in who I am as a person. I couldn’t see myself moving away from this amazing city anytime in the future!
Can you tell us about the inspiration behind starting HiSmile?
HiSmile started off the back of a common pain point for teenagers at the time, they loved whitening their teeth but they hated the pain and sensitivity that came as a by-product. We wanted to create a product that delivered the results but without the pain and sensitivity of traditional whitening.
When you launched HiSmile absolutely took off. Your sales went from zero to $50 million in three years! How did you navigate that crazy time?
The growth and challenges over the years have been crazy, but we take things one step at a time. Alex (the other co-founder) and I have always been obsessed with understanding enough about every part of the business to be dangerous enough to make decisions across the board, rather than relying on outsourcing and not getting involved. This allows us to organise and control that chaos as opposed to that being out of our hands.
What has been the biggest opportunity and/or challenge so far?
The biggest challenge came a few years into the business when we decided to invest heavily into r & d and the backend operation of the business (finance, legal, supply chain, data, procurement, etc). These were large investments that wouldn’t result in instant growth and revenue, but it was an investment that we felt we had to make in order for us to take that next step forward as a company.
HiSmile has expanded its product range beyond teeth whitening. Can you talk about the decision to diversify and the process of developing new products?
Our goal is to become the biggest oral care company in the world and to take that category to another level, away from its traditional mundane past. In order to work towards that goal it means that we have to expand the way we look at oral care, and expand our product offering. We now offer cosmetic whitening, brightening, everyday toothpastes and toothbrushes, dental professional whitening, and dental specific products for targeted solutions. Our development process starts in our r & d facility on the Gold Coast where we bring our ideas to life.
What can we expect next from HiSmile?
We’ll continue to launch market leading and world first products. We’re looking to do things that haven’t been done before in oral care, so we aim to elevate the entire category through amazing products and partnerships.
What is the best piece of business advice that you have ever been given?
Never get comfortable and complacent, make changes before external factors force your hand to change.
What are your Gold Coast favourites…
Café/coffee spot: HiSmile cafe 😉 otherwise Tarte and Commune in Burleigh
Restaurant: Gemelli
Bar or place for a drink: Paloma Wine Bar
Beach: Rainbow Bay
How do you choose to spend your days off?
At the beach, with family and friends.