Kardashian-Endorsed Teeth Whitening Company Accused of False Ads

Self-described billion-dollar teeth whitening company HiSmile Inc. employs a pervasive and fraudulent social media marketing strategy to deceive consumers into believing its products will instantly brighten teeth color, a proposed class action alleges.

HiSmile drives up sales by “inundating” social media platforms like TikTok and Instagram with “falsified before-and-after advertisements, misleading celebrity endorsements, and deceptive influencer marketing” in addition to posting fake customer reviews, the complaint filed Thursday in the US District Court for the Central District of California says.

The lawsuit targets HiSmile’s color correcting serum, tooth gloss, whitening strips, and whitening pen. The consumers bring claims under California ...