Hismile

Loving this Barbie cross category execution that we are doing here with BIG W. They've really lent into doing this with us, something very different where we have been able to successfully place our Barbie toothpaste and toothbrush alongside Barbie dolls. Saw a strong uplift in sales from this execution really showcasing how innovating against traditional norms of retail is super important to succeeding. If you know anything about retail, you know that cross category like this is extremely difficult. Big credit to internal team and our buying team Janine Perrett and Stephanie Scalise as well as the Mattel, Inc. team for their lean in. Hismile

We've now helped 100's of children WANT to brush their teeth through our education program, Smile School 🦷🍒🍌 The launch of Smile School has been nothing short of a success! Smile School is all about making learning fun while teaching primary school students important health habits 🦷✨ Smile School at a glance 👀 🎯 Free program for schools 🦷 Teaches brushing, flossing, and healthy eating 🎉 Fun activities and games to keep kids engaged 📚 Aligned with the Australian curriculum ✅ Uses ADA-approved products ⏰ 45 minutes of educational fun We can’t wait to continue bringing Smile School to all schools across the country! 🎉 Tag a teacher below 💬👇 or email smileschool@hismileteeth.com for more info 📧

In the wake of Cyclone Alfred, thousands were left without the basics. Serving Our People Inc. have done an incredible job delivering essential relief packs to those most affected and stepping up when it mattered most. Today, Hismile founder Alex Tomic, along with a few of the team, visited SOP HQ to donate thousands of Hismile toothpastes to be packed into emergency recovery bags. It’s a small gesture, but one we hope brought even a moment of comfort to those doing it tough. A huge thank you to the team at SOP for the powerful work you continue to do for our communities ❤️

IMPORTANT: Hismile is coming to Cosmoprof Worldwide Bologna. This will be our first year exhibiting here and we are very excited to meet potential retail and distribution partners from around the world. Currently we are in 60,000 retail doors in places like Walmart, CVS Health, Target, SEPHORA and Boots UK. If you are attending, please come see us in Hall 36, Stand N9.

Introducing Smile School 🦷🍒🍌 We’re excited to announce the launch of Smile School, Hismile's fun and educational smile care program designed for primary school students! 🦷✨ Smile School is all about making learning fun while teaching important health habits. Smile School at a glance 👀 🎯 Free program for schools 🦷 Teaches brushing, flossing, and healthy eating 🎉 Fun activities and games to keep kids engaged 📚 Aligned with the Australian curriculum ✅ Uses ADA-approved products ⏰ 45 minutes of educational fun Huge thank you to Southern Cross Catholic College for letting us bring Smile School to your students! We can’t wait to bring Smile School to all schools across the country! 😁🎉 Tag a teacher below & register your school for Smile School 💬👇 or email smileschool@hismileteeth.com for more info 📧 www.smileschool.com.au #OralHealth #SmileSchool #Hismile #FunLearning #DentalCare #Education #school #teacher

Hismile when we first launched in retail on the left vs where we are now. TDLR: You'll never nail it first go, just learn on the fly and iterate.

Excited to share that our Hismile Candy Cane toothpaste is now Live at Walmart. Our massive feature is in over 3,500 Walmart stores across the US, but be quick as Candy Cane has already sold out on our website! The display is in a prime spot for the holiday season thanks to the work from the team Colton Simpson Jared Pinkerton Jerome Lynch. Big things planned for 2025 and beyond with Walmart, can’t wait to see where we can take the category!

We are the #2 Electric Toothbrush brand in Australia (crazy times) We now have 10% marketshare of Electric Toothbrushes in Australia. In some of our retailers here, we are now at 20% marketshare as of recent data updates. We are also very regularly have the #1 Electric Toothbrush by sales. We have 4-5 SKUs in the market to put that in perspective, the legacy players have 20-30. It’s not hard to see why, we legitimately have created Crocs and Stanley 1913 cups level collectability. We have people legitimately collecting our toothbrushes like they are The Pokémon Company cards. (See comments for an example) That is a crazy thing when you think about Procter & Gamble/Oral B have so thoroughly dominated this space for so long. Other well known legacy brands are trying/have tried and failed to crack this. It just shows you that the brand equity really matters, a lot of brands think they can emulate what we do but they miss the point. Its not about making our products colourful, “Gen Z/Millennial” or anything like that. It’s about building meaningful aspects to your brand that people want to attach themselves to. We’ve got amazing retailers like Rebecca Deveney and Chemist Warehouse leaning in with us as well. So important. Seeing similar trends in UK: - 10% marketshare at Superdrug in Electric Toothbrush category 

We're the #4 whitening brand in the US in the last 52 weeks. We're also the #10 toothpaste brand in the US in that same time frame. This is according to IRI Circana Data and based on $ Rank. We don't yet look much at the data in the US just because we still feel like we are a drop in the ocean there. And we definitely still are. However it does feel like we are starting to make some strong headway there. Got some big things planned for end of this year and the start of next in the US. A primary focus for us is nailing our partnership with Walmart. It is our priority to double down and focus with them to make ourselves a brand that is truly disrupting oral care in the US. If you want to be anything in the US, you need to do it with Walmart. We've got big things planned with Colton Simpson Jared Pinkerton and Jerome Lynch, appreciate the partnership and the potential for growth in the coming years together. Other cool stats from IRI data I discovered (last 52 weeks): - #1 brand in the US in $ PPD in whitening (dollars per space metric) - #2 brand in the US in $ PPD in Toothpaste (dollars per space metric) - #3 SKU in whitening in the US ($ Rank)

We are up +1497% in sales since we launched at Superdrug just 2 years ago. Superdrug is the 2nd largest health and beauty retailer in the UK. The biggest reason? Their ability to lean into our flavoured toothpaste range, they have the most selection of flavours of any UK retailer and they move quick and take risks with us. Half the battle with retailers leaning is they have to go big and take leaps of faith. You don’t create disruption without big risks from both sides. We have literally created a whole new category for them that didn’t exist before (we’re essentially close to 99% of the flavoured toothpaste category for them). We’re also in talks to get us way more integrated into the beauty side of the business alongside Skincare/Cosmetics because we over-index significantly with their Beauty shopper. Other cool stats:  #1 Whitening brand #2 Electric toothbrush brand  58% of Expert Whitening Category Shout out to the Superdrug team past and present Bianca Bastos Kearan Ramful Lauren Blanc