Hims & Hers Bought a Skincare Startup for $190 Million 4 Years Ago
In 2021, Hims & Hers Health Inc., a U.S. based telehealth and wellness company, made headlines when it acquired Apostrophe, a skincare startup, for a staggering $190 million. This bold move reflected a growing trend in America where consumers seek affordable, accessible, and tech enabled skincare solutions. Four years later, the impact of this acquisition continues to spark conversations in the U.S. skincare industry, raising questions about telehealth, innovation, and the future of personalized skincare.According to the American Academy of Dermatology, over 50 million Americans struggle with acne annually, while issues like hyperpigmentation, premature aging, and dry skin affect nearly 30% of adults. The demand for effective, affordable, and personalized skincare has never been higher, and Hims & Hers tapped into this massive market.At AboveInsider, we cover stories that shape America’s skincare and wellness industries. This acquisition is not just a corporate milestone it is a reflection of how digital health and consumer skincare intersect. In this article, we break down the story behind the acquisition, its effect on U.S. consumers, what industry experts say, and what the future of skincare looks like.
The U.S. skincare market is worth over $56 billion (Statista, 2023), but much of it is dominated by expensive brands and cosmetic solutions. Millions of Americans were left out of quality care due to cost and lack of accessibility.Platforms like Hims & Hers disrupted this trend by blending telehealth with personalized skincare, making dermatologist backed treatments available at home. A recent feature on LED Masks for Skincare also shows how Americans are adopting innovative treatments that go beyond traditional clinics.
By acquiring Apostrophe, Hims & Hers gained a competitive edge against traditional brands and other telehealth startups. It wasn’t just about skincare products it was about integrating technology, personalization, and healthcare expertise.
The Big $190 Million Skincare Deal Explained
The $190 million acquisition of Apostrophe was more than just a financial move. For Hims & Hers, it represented a chance to dominate the digital dermatology space in the U.S. Apostrophe specialized in custom skincare prescriptions, focusing on acne treatments and anti aging solutions. With Hims & Hers already known for telehealth, the acquisition created a synergy between affordable access and medical expertise.For more on U.S. skincare concerns, see Why Even Skin Tone Matters in the USA.- Apostrophe’s main focus was acne treatment via online consultations.
- Hims & Hers gained access to dermatologists and prescription formulations.
- Consumers benefited from affordable monthly subscriptions.
Why the U.S. Skincare Market Needed Disruption
The U.S. skincare market is worth over $56 billion (Statista, 2023), but much of it is dominated by expensive brands and cosmetic solutions. Millions of Americans were left out of quality care due to cost and lack of accessibility.Platforms like Hims & Hers disrupted this trend by blending telehealth with personalized skincare, making dermatologist backed treatments available at home. A recent feature on LED Masks for Skincare also shows how Americans are adopting innovative treatments that go beyond traditional clinics.- Telehealth platforms like Hims & Hers made dermatology affordable.
- Apostrophe’s model supported direct consumer convenience.
- American consumers gained prescription based skincare at home.
The Rise of Telehealth in Skincare
Telehealth boomed during the COVID 19 pandemic, with over 38% of U.S. adults using online healthcare services in 2021 (CDC). For skincare, this meant access to licensed dermatologists without leaving home.According to a Business Insider report, Hims & Hers eventually shut down Apostrophe’s brand in 2025, consolidating it into a single platform.- Online consultations reduce waiting times.
- Subscriptions provide ongoing skin health monitoring.
- Fits perfectly with younger, digital first consumers.
Consumer Benefits After the Acquisition
The acquisition changed how American consumers access skincare. Instead of expensive dermatologist visits, they could get treatment plans delivered to their homes. For college students, young professionals, and even rural communities in the U.S., this was a game changer.Expert Quote:“The real winners are American consumers who now have access to dermatology from anywhere.” Dr. Lisa Monroe, Skincare Specialist- Affordable monthly subscription models.
- Prescription skincare delivered directly.
- Greater access in underserved U.S. regions.
Competitive Edge in the U.S. Skincare Industry
By acquiring Apostrophe, Hims & Hers gained a competitive edge against traditional brands and other telehealth startups. It wasn’t just about skincare products it was about integrating technology, personalization, and healthcare expertise.- Competitors like Curology also target acne treatment but with less telehealth integration.
- Hims & Hers used the acquisition to strengthen brand credibility.
- U.S. investors saw it as proof of digital health’s growth potential.
Industry Experts Weigh In
Expert Quote:“The Hims & Hers move signaled a shift in U.S. dermatology it showed investors that digital health could redefine skincare.” Sarah Kim, Healthcare AnalystIndustry experts note that U.S. consumers are demanding more personalized, affordable treatments. A piece on Top Skincare Trends in the U.S highlights that convenience and science backed products are leading the way.- Experts say telehealth will dominate U.S. dermatology.
- Investors see long term growth in digital skincare solutions.
- Dermatologists highlight challenges of personalization at scale.
The Financial and Market Impact
The deal positioned Hims & Hers not just as a telehealth provider but also as a major skincare player in the U.S. market. The $190 million price tag reflected both confidence in digital dermatology and the potential revenue from subscription based care.Expert Quote:“This deal wasn’t just about skincare it was about future proofing Hims & Hers in America’s booming wellness market.” Jonathan Reid, Market Analyst- Investors view it as a long term bet.
- Digital skincare subscriptions are highly scalable.
- Consumer loyalty in the U.S. is boosted by affordable access.
Four Years Later: What Changed?
By 2025, Hims & Hers consolidated Apostrophe into its main platform, streamlining services. The decision sparked mixed reactions but was ultimately about building efficiency and trust under a single strong brand.Expert Quote:“This consolidation is about efficiency, not failure it’s about building one powerful brand identity.” Mark Johnson, Business StrategistFor a deeper dive into wellness tech, check Digital Health & Skincare:- More focus on brand consistency.
- Expanded services into hair, mental health, and wellness.
- Apostrophe brand discontinued, but offerings remain.
What This Means for the Future of U.S. Skincare
The acquisition highlights how skincare in the U.S. is moving toward personalization, accessibility, and digital health integration. Future innovations may include AI based skin analysis, DNA based prescriptions, and more holistic wellness platforms.- AI driven skincare recommendations.
- Greater integration of wellness and beauty.
- Expansion of telehealth skincare to rural America.
FAQs
1.What does the future look like for Hims & Hers Health?
Bright, with strong growth ahead. They expect to hit $6.5 billion in sales by 2030, driven by expanding into new care areas like personalized treatments, at-home lab testing, and tech-driven tools. While there may be short-term ups and downs (like the breakup with Novo Nordisk), the company maintains a long-term growth focus. Analysts forecast strong earnings and revenue growth: over 20% annually, with solid returns on equity.2. What do you think of Hims & Hers’ commitment to making healthcare accessible for all?
It’s genuine and impactful. They simplify access by offering affordable, discreet care online, expanding into mental health, weight loss, hormone support, and more. They’re building pharmacies, using automation, and providing affordable personalized solutions—all aiming to make care easy and reachable.Community-building efforts like the “Health Collective” and “Community Member Council” reinforce their focus on patient empowerment.3. What are the newer specialties of Hims & Hers Health, Inc.?
Beyond their original sexual wellness and hair loss products, they’ve expanded into:- Mental health(therapy, anxiety/depression)—since 2020
- Weight management—compounded GLP-1s, personalized plans
- Primary care & chronic conditions(Nasdaq)
- Dermatology—acne and skincare(Nasdaq)
- New areasbeing added now or soon: testosterone support, menopause support, fertility, peptide therapies, and at-home lab test.
