Hims & Hers Health has called time on Apostrophe, its personalised acne treatments business.
The San Francisco-based telehealth company said the move to discontinue Apostrophe would “simplify its dermatology products and operations into one seamless experience”.
It acquired the teledermatology firm in 2021 to expand its ability to provide consumers with advanced treatments.
However, the company also offers topical skin care formulations under its core brands, Hims and Hers, and said it would continue to provide other dermatology treatments.
Apostrophe’s Instagram account, @hi_apostrophe, stated: “Discontinued on March 7, 2025”, while a post to its community titled ‘Apostrophe is being discontinued’, read: “To our Apostrophe community... we have sad news to share.
“Apostrophe is being discontinued and all current subscriptions will be canceled as of March 7th, 2025.
“If you are entitled to a refund, we will process these over the next few weeks.”
The post reassured customers they would have access to their provider team and support via patient accounts for 30 days from the cancellation date.
But after this period, the platform would be disabled.
The post continued: “If you would like to seek alternative treatment, we recommend going through @hims or @hers.
“We are also happy to assist in transferring your prescription to a pharmacy of your choice, if possible.”
Apostrophe customers registered their disappointment in the comments section.
One user, @chloe.chvatal, wrote: “Your entire platform is based around how difficult it is to have unmanaged skin concerns, and you’ve left your customers scrambling to try to avoid ending up right back where they started.”
Another commented: “They treated Apostrophe like a step child and put it on the back burner.”
Hims & Hers Health enjoyed enormous revenue growth in 2024, up 69% to US$1.5bn.
However, its stock has plummeted since the Novo Nordisk drug semaglutide – the active ingredient in Wegovy and Ozempic – was removed from the US health regulator’s shortage list on 21 February.
Compounding pharmacies had been able to make legal copies of Wegovy while the drug was in shortage.
Cosmetics Business has approached Hims & Hers Health for comment.