Hismile’s Post

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