A trendy dental brand, which promises a picture perfect Hollywood-esque smile, is now being sold on Britain's high street.
Australian brand Hismile — endorsed by celebrities including Kim Kardashian — has officially launched in Boots.
It offers a collection of fruity toothpastes, such as mango sorbet, peach iced tea and watermelon, alongside the typical mint flavour. Hismile also makes powders, serums and strips designed to whiten teeth.
One of its products, a purple foam brushed onto the teeth, can 'colour correct' teeth in the same way purple shampoo helps tone down brassy hair tones.
The company says it 'neutralises yellow tones on the tooth surface'.
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
'This serum takes away those [yellow] tones that you don't want. It's so bright and white,' she added. 'Use my code 'Kim' for 20 per cent off the colour corrector'
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
But dental experts have warned the product, which costs £12.67 at Boots,'is really just a temporary special effect'.
Hismile is already described as a market leader in its native Australia and New Zealand, and making 'huge inroads' in the US.
Brits could already purchase Hismile products through its own website and other online retailers.
Paid endorsem*nts with celebrities and social media stars such as Kim K have been credited with the company's successes. It took almost £55million in revenue last year.
Kim Kardashian is reportedly paid up to £500,000 ($640,000) for a single sponsored Instagram post.
Read more:I'm a dentist - these are the six wellness trends that could be harming your teeth
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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.
It has also blown up on TikTok too, with #hismile racking up 326.3m hits and videos of the toothpaste being used garnering hundreds of millions of views.
In a video promoted on Hismile's own TikTok page, seen by 21.6million people, Kim K said she was 'obsessed' with the V34 foam product.
'This serum takes away those [yellow] tones you don't want. It's so bright and white,' she added. 'Use my code 'Kim' for 20 per cent off the colour corrector', she said.
In another vid shared to Instagram and TikTok, promoting the flavoured toothpastes, Kim K tells her followers 'they are so good'.Hismile has 'changed everything to do with how me and my kids brush our teeth,' she told her millions of followers.
'I could not get them out of this minty toothpaste situation that they hate, so this is going to blow your mind. Brushing teeth now with everybody is just so much easier.'
She added: 'My fave is the peach iced tea. The flavour is amazing.'
Watched by 19,000 people, singer Rita Ora also praised the toothpaste for making a difference to the colour of her teeth.
Alex Tomic, 29, who co-founded the company with his friend Nik Mirkovic, 28, says Hismile just sent lots of celebrities free samples and got 'lucky' with social shares.
He said: 'Social media has been massive for us. It's a way for us to reach customers in a different capacity.
'People are spending more time than ever on their mobile phones and apps like Instagram, TikTok, and YouTube, and if you can be where the customer is that really helps.'
Hismile offers a separate range of flavoured toothpastes dispensed from colourful pump packaging from around £6.
Its signatureV34 toothpaste contains the active ingredient, Phthalimido Peroxy Caproic Acid (PAP) which, when oxidised, helps to break down stains and lighten tooth appearance.
In another video shared to Instagram and TikTok, promoting the flavoured toothpastes, Kim Kardashian tells her followers 'they are so good'. She added: 'My fave is the peach iced tea. The flavour is amazing'
In another TikTok video watched by 19,000 people, singer Rita Ora praised the toothpaste for making a difference to the color of her teeth
In the TikTok posted last year, the star user HiSmile products to whiten her teeth while filming with Netflix
Hismile toothpastes 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.
As it's water soluble, the purple is washed off your teeth as well as the stains for a 'brighter smile', Hismile claims.
Studies have also shown PAP to work more effectively thanhydrogen peroxide — the traditional ingredient found in some heritage brands such as Colgate.
Research published in the journalComposites Communicationin 2019concluded PAP tooth whitening gel was 'much safer and more reliable' than hydrogen peroxide toothpaste products.
The study's results 'indicated that PAP based tooth whitening product can replace low-concentration peroxide teeth whitening gel in the home-market', scientists wrote.
Another, in the Journal of Applied Oral Science, found tooth whitening products containing PAP 'yielded significant initial whitening compared to baseline and placebo'.
But some dentists have warned prolonged whitening treatments including PAP products can trigger long term side effects includingsensitivity, gum irritation, and demineralisation.
Dr Vikas Prinja, a London based dental surgeon, member of the Royal College of Surgeon's Faculty of Dental Surgery and TikTok creator boasting over 220,000 followers, also said:'The science does make sense.
'But you've got saliva in your mouth, you eat, you drink, you brush your teeth.'
He added: 'So any time you do any of those things, it means it all gets washed off. So it's really just a temporary special effect.'
