When long-term mates Nik Mirkovic and Alex Tomic decided to launch their own business, they had a fairly solid understanding of consumer behaviour and market trends. 

Mirkovic and Tomic invested $20,000 dollars of their own money into a teeth whitening company – HiSmile which is now worth over $200 million and continues to be self-funded.

Early on into starting HiSmile, the boys quickly identified the opportunity amongst influencer marketing and found themselves securing endorsement deals with then 17-year-old Kylie Jenner, Kendall Jenner and Connor McGregor. 

By the end of this year, influencer marketing is expected to be worth $13.8 billion dollars globally.

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