Hismile review: my honest thoughts on the world’s most-viral teeth whitening brand

IT turns out that Brits actually have better teeth than Americans — but 25% of us still dislike our smiles.

As someone who had braces for years, and has been left with surface staining, I’ve tried hundreds of whitening products, spanning from £50 gels to toothpastes from Aldi.

There are plenty of teeth-whitening options out there, but one brand has taken over my social feed: Hismile.

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I tried the internet’s most-viral oral care brand[/caption]

I’ll never forget the time my bedtime Instagram scroll was interrupted by a video of someone applying purple goo to their teeth.

The product in question was Hismile V34, a colour-correcting serum which racked up millions of views and sold every minute at Boots during July 2023.

While the V34 is indisputably Hismile’s most-coveted product, its whitening line-up is extensive and impressive, so I’ve been keen to take it for a spin.

Carry on reading for my full HiSmile review, in which I’ve tested five of the brand’s flagship products.

Pros

• Clean, mess-free packaging
• Interesting formulas that inject fun into your routine
• A gentler alternative to hydrogen peroxide whitening

Cons

• Can lengthen and complicate your dental routine
• Less effective than other (similarly priced) at-home whitening options
• Bizarre flavours that aren’t for everyone 

Rating: 4/5

Hismile review: quick summary

MIA LYNDON

Hismile is a leading whitening brand[/caption]

If you’re in desperate need of whiter teeth, Hismile isn’t the brand for you.

While I’ve experienced some good results from its products, you’re not paying for innovative whitening solutions when you buy a Hismile product – you’re paying for a sensorial experience.

I love its great-tasting toothpaste and aesthetic toothbrushes, but Hismile isn’t the most effective whitening brand I’ve tried and requires a lot of patience.

However, these products are a joy to use, which is important considering the secret to achieving a whiter smile is consistency.

The brand also scores points for its mess-free packaging, which can be thrown into a handbag or suitcase, and the fact that they’re some of the cheapest at-home whitening products available.

Hismile review: full review

As far as toothpaste brands go, Hismile is one of the sexier brands on the market.

Whilst I never thought I’d write about the sex appeal of a tooth-whitening brand, it’s the flash packaging, unique flavours and bizarre textures that have resulted in Hismile becoming Insta-famous.

From toothpastes that taste like cocktails and lollipops to a whitening pen that you can apply on the bus, Hismile injects the fun back into brushing your teeth — or at least it tries to.

While this might sound like a questionable business idea cooked up on The Apprentice, it’s been going pretty well for Hismile, which now has over 1.6 million Instagram followers.

Whitening products have previously attracted speculation thanks to the hydrogen peroxide used in some formulations.

This ingredient (also used for bleaching hair) isn’t necessarily harmful and is still widely used in products today, but it can result in gum irritation and damaged enamel if used improperly or in high quantities.

However, Hismile prides itself on being hydrogen peroxide-free and instead supercharges its formulas with PAP+, a gentle, bleach-free whitening agent that’s considered safe for sensitive teeth. 

This ingredient also helps promote stronger enamel while reducing sensitivity, meaning it’s a great ingredient for both optimising oral health and improving the brightness of your smile.

The ingredient isn’t infallible though, as PAP+ products are most effective when stored at a high pH level, decreasing their shelf life.

However, if you’re anything like me, you’ll get hooked on Hismile’s curious formulas and want to use them daily, rendering this fairly unimportant.

First impressions

As a beauty writer who tests hundreds of products each month, colourful packaging and clever branding won’t fool me, which is why I was initially sceptical of Hismile.

I’ve seen ineffective products go viral thanks to neon logos or tenuous celeb endorsements, so I initially thought this would be the case with Hismile (Kim Kardashian has raved about it, after all).

In particular, its wacky toothpaste flavours – including Barbie Pink Bubblegum and Cereal Milk – left me wondering exactly how effective its formulas are, or whether they’re simply a fad which has been hyped up online.

I’d seen hundreds of videos of influencers baring squeaky clean teeth after purging a mouth full of Hismile V34 serum, so the bar was set very high.

Performance

Products containing PAP+ tend to provide slower, gradual results in comparison to those that contain bleach.

While Hismile isn’t the speediest whitening brand I’ve tried, it still stacks up against some of the hydrogen peroxide products I’ve used in the past.

It’s also worth noting that Hismile products do one of two things; They either provide immediate whitening that fades almost instantly, or long-term whitening that requires patience.

Most of Hismile’s products use the whitening agent PAP+, but some use colour-correcting technology, such as the V34 serum.

This results in instant, more dramatic whitening results which only last up to an hour, meaning you should think of them more like make-up products than long-term whitening solutions.

You should think of them more like make-up products than long-term whitening solutions

Hismile Toothpaste review

MIA LYNDON

Toothpaste, £9 from Hismile

Pros

• Delicious flavour
• Encourages kids/you to get brushing
• Fluoride+ formula

Cons

• Very strong flavour
• Will alter your taste for up to an hour afterwards

Rating: 5/5

This is my new favourite toothpaste.

Tasty enough to eat (though please don’t), it’s elevated my brushing routine into something that I genuinely look forward to.

Hismile toothpaste is available in over 30 flavours, and while Cereal Milk and Cinnamon Donut piqued my interest, I opted for Grape Bubblegum.

Reminiscent of sugary, frozen cocktails, this toothpaste is unlike anything I’ve tried, mostly because it’s absolutely delicious.

Its mess-free pump bottle means you’ll no longer have to squeeze the dregs out of your toothpaste tube, but be cautious of tossing it into a bag as it’ll stop working. 

MIA LYNDON

Toothpaste, £9 from Hismile

Foamier than other toothpastes I’ve used, it quickly lathers into a fine sud which is easy to distribute around your mouth.

Its flavour is so strong that my boyfriend asked me what perfume I’d sprayed in the bathroom after I’d used it, which you might find overpowering if you’re a die-hard mint fan.

It’s also worth noting that everything tasted slightly strange after using this toothpaste – even a coffee I drank an hour after brushing my teeth had notes of grape.

However, these wacky flavours are a brilliant way to encourage kids (or yourself) to get brushing, as they certainly brighten up an otherwise mundane task.

While the toothpaste doesn’t contain whitening agents, it does feature Hismile’s Fluoride+ formula, which helps protect enamel and prevent tooth decay.

I’d go as far as saying this is my favourite Hismile product, as it feels like a treat every time I use it.

Hismile V34 Serum review

MIA LYNDON

V34 Serum, £19 from Hismile

Pros

• Provides instant whitening
• Suitable or daily use
• Easy to apply

Cons

• Can be messy
• Will stain your toothbrush
• Doesn’t provide long-term results

Rating: 4/5

This isn’t a teeth whitening product – it’s tooth paint.

Whilst social media will lead you to believe that Hismile V34 provides an instant, blinding smile, its results are very short-lived, and slightly less dramatic than you might hope.

But that said, I still believe it’s a good product for visibly brightening your smile in just a few seconds.

I began by pumping two blobs onto my toothbrush, which immediately stained it (and later my sink) purple.

V34 has a sticky, serum-like texture which isn’t a million miles away from your typical toothpaste, and has a subtle minty flavour.

MIA LYNDON

V34 Serum, £19 from Hismile

As I carefully brushed it onto my teeth (I’d advise using a manual toothbrush or cotton swob for this, to avoid creating a purple splatter murder scene), it transformed into a soapy foam.

The first time I tried V34, I swilled away the formula with water, which led to disappointing results.

However, when I tried carefully removing the excess formula without rinsing my mouth out, the results were more impressive.

V34 uses colour-correcting technology to create the illusion of brighter teeth.

Its purple formula is at the opposite side of the colour wheel to your yellow teeth (sorry), meaning it neutralises yellow tones and masks stains, leaving you with a whiter smile. It’s a similar tactic to the one used by purple shampoos designed for blonde hair.

While it doesn’t provide permanent whitening results, it did leave my smile instantly brighter, but the results stuck around for less than an hour.

Hismile markets this product as a “concealer for your teeth”, as unlike whitening products, using V34 regularly won’t improve the colour of your smile.

Hismile toothbrush review

MIA LYNDON

Toothbrush, £49 from Hismile

Pros

• Aesthetic, giftable design
• Handy timer
• Brush settings for a personalised experience

Cons

• Basic brush head
• Pricier than competitors

Rating: 2.5/5

Upon recommendation by my dentist, I switched to an electric toothbrush a few years ago.

After only ever using a manual, I was surprised by how much cleaner my teeth felt and how easier the brushing process had become.

So, already an electric toothbrush convert, I had high hopes for Hismile’s toothbrush.

However, while I love its pretty, Barbie-pink exterior, this product has several sticking points.

I was immediately impressed by the toothbrush’s wealth of settings, which enable you to switch between a ‘Gentle’, ‘Everyday’ and ‘Intense’ brush.  

A little overwhelmed, I began with the Gentle mode, which felt more like it was massaging my teeth than actually cleaning them. Thankfully, the Everyday and Intense modes are much more vigorous.

The automatic timers are a great feature too; the brush pulsates every 30 seconds to remind you to clean the next quadrant of your mouth, then switches off after two minutes of brushing.

MIA LYNDON

Toothbrush, £49 from Hismile

However, something that surprised me was the simplicity of the brush head.

I’ve tried several similarly-priced electric toothbrushes, and most feature sculpted, ergonomic brush heads that can reach all the nooks and crannies in your mouth.

However, Hismile’s flat, comb-like brush head is more akin to a basic toothbrush you’d buy in an airport, and it lacks a tongue brush, which is usually situated at the back of the brush head.

Not only did the unpadded brush head clatter around my mouth, but it also left my gums feeling sore after just two minutes of brushing.

So, while the Hismile Toothbrush scores points for its aesthetic appearance and handy timer, it doesn’t quite stack up against competitors.

Hismile PAP+ Whitening Strips review

MIA LYNDON

PAP+ Whitening Strips, £19 from Hismile

Pros

• Easy to apply
• Lightweight, barely-there feel
• Results after one use

Cons

• Lots of plastic packaging
• Require 30-minute treatment time

Rating: 5/5

Usually, I dislike whitening strips.

Either they have a strange taste, peel off in seconds, prevent you from talking, or simply don’t work.

However, the Hismile PAP+ strips are some of the best I’ve tried.

Powered by PAP+ a gentle, bleach-free alternative to hydrogen peroxide, these thin, clear strips break down stains to gradually brighten your teeth.

You stick the larger sticker onto your top teeth, and the smaller to your bottom row, folding over the excess edges for comfort.

Lightweight and non-sticky, they instantly gripped to my teeth (which I dried with loo roll first) and didn’t peel or flake away for the entire 30-minute treatment time.

MIA LYNDON

PAP+ Whitening Strips, £19 from Hismile

While I noticed a subtle minty taste creeping out from underneath the strips, they’re not unpleasant and have an invisible appearance once applied to your teeth.

To my surprise, I could even talk while wearing the strips, so while I wouldn’t wear these to a meeting, I’d happily wear them at my desk.

After peeling them away, I noticed a small, incremental change in the brightness of my teeth.

While the rest of the world wouldn’t notice, my teeth looked cleaner and brighter, and their yellow tinge had slightly reduced.

You can use the strips daily, but I’ll continue to use these weekly to quickly but effectively brighten my gnashers.  

Hismile Whitening Pen review

MIA LYNDON

Whitening Pen, £16 from Hismile

Pros

• Great for tackling surface stains
• Pleasant taste and texture

Cons

• Requires patience
• Tricky to incorporate into your routine

Rating: 4/5

I’ve tried more whitening pens than I’d care to admit, and they’re all pretty same-y.

However, with its clever PAP-powered formula and comfort-grip packaging, Hismile’s offering really grabbed my attention.

While many teeth whitening pens rely on hydrogen peroxide to buff away (and effectively bleach) teeth, Hismile uses a clever PAP+ formula, which is safe for sensitive teeth.

This means that the pen can be used daily, though I personally wouldn’t use this more than a few times a week.

With a few clicks, the pen deposits an opalescent serum which you then slick onto your teeth.

The first time I tried Hismile Whitening Pen, I applied the serum to half of my front teeth.

Its formula has a slightly pink, glittery appearance which instantly enhances teeth’s luminosity without looking too obvious or unnatural.

MIA LYNDON

Whitening Pen, £16 from Hismile

Unlike other whitening pens, which often have a pungent, chemical taste, Hismile’s formula is subtle and minty, plus it feels lightweight and non-sticky once applied to teeth.

You can leave the formula in place for as long as you like, as it doesn’t require rinsing, though you will have to forgo food and drink for up to 30 minutes afterwards.

While I was aware that I was swallowing some of the formula, the serum was almost undetectable on my teeth, so you could easily apply it on the bus or at your desk.

After my first application, I did notice a very subtle difference in my teeth — they appeared brighter and cleaner, if not necessarily whiter.

Ever since, I’ve been applying the serum directly to a small surface stain.

And while I haven’t been using the pen religiously, I’ve noticed the stain gradually fading, which began after about four weeks.

So, while you can achieve some good whitening results from this pen, it’s better for tackling smaller stains, and patience is required.

Is Hismile safe?

With its dentist-led research and commitment to safer, gentler whitening options, Hismile is now one of the world’s most well-known whitening brands.

The Australian-based oral care brand has developed a range of fun, ingredient-focused oral care products, which are safe for sensitive teeth and gums.

While other whitening brands have prompted speculation thanks to their use of hydrogen peroxide (which can contribute to enamel damage and sensitivity), Hismile uses PAP+.

PAP+ is a gentler, sensitive-safe (and admittedly less effective) alternative to hydrogen peroxide which works by breaking down stain molecules for a whiter smile.

The verdict: does Hismile work?

This all depends on what you’re looking for.

While Hismile won’t leave you with a pearlescent, red carpet-ready smile, it can help you gradually improve the health and appearance of your teeth.

I’ve noticed some subtle changes in my teeth, but they’re not enough for the world to notice, as many of Hismile’s products offer non-permanent solutions or tackle smaller surface stains.

However, while professional teeth whitening will set you back hundreds, Hismile’s products are very affordable and great value for money.

Hismile has also elevated my brushing routine, injecting the fun back into it, which would help kids get brushing, too.

So, if you’re looking for an effective yet pleasant whitening or oral-care solution, then Hismile is worthy of your wallet.

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