Telehealth personalized care company Hims & Hers shuttered a central part of its dermatology offering, skincare brand Apostrophe, to "simplify" its dermatology offerings and operations, the company said.
Hims & Hers acquired Apostrophe for $190 million in 2021. Apostrophe’s personalized skincare brand operated for nearly four years under the Hims & Hers banner, and it maintained its branding. Apostrophe offered direct-to-consumer personalized skincare along with topical and oral medications for acne.
Alongside the acquisition of Apostrophe, Hims & Hers launched other personalized skincare products in 2021 and 2022 through its asynchronous provider matching process and treatment plans.
Hims & Hers offers a range of prescriptions through asynchronous telehealth services, including for weight loss, anxiety, libido, hair loss and skincare. Hims & Hers reported a nearly $1.5 billion profit in 2024, a 69% increase year over year. Non-GLP-1 offerings grew 43% year over year to $1.2 billion.
A spokesperson for Hims & Hers told Fierce Healthcare in a statement that the company shuttered Apostrophe to streamline its tele-dermatology offerings.
“After careful consideration, we are discontinuing Apostrophe to simplify our dermatology products and operations into one seamless experience for our customers and our continued focus to provide customers with access to the most effective care,” the spokesperson said.
The brand's closure was announced abruptly. Apostrophe’s website alerts customers that their subscriptions have been canceled as of March 7. Customers can still access their accounts for 30 days, the website says.
Patients can continue to receive dermatology care through Hims & Hers with their existing dermatology offerings for acne, signs of aging, hyperpigmentation and dark spots. The company also offers to transfer patients’ prescriptions to a pharmacy of their choice. Apostrophe owned and operated a mail-order pharmacy that shipped directly to patients.