02 — Hims & Hers · 2020–2023
Hims & Hers
From edgy startup to a health platform for everyone. Care, made normal.
02 — Hims & Hers · 2020–2023
From edgy startup to a health platform for everyone. Care, made normal.
The rebrand · 2020–2023
Hims launched as "Glossier for dudes." We grew it into a health platform a whole family could trust.
The early brand won on wit. Pastel packaging, blunt copy, a wink about taboo topics. It worked. It also capped the audience. To become a real telehealth company, across mental health, primary care, dermatology, and sexual health, the brand had to grow up without going boring.
From 2020 to 2023 we widened the aperture. Warmer and more human. Editorial photography of real people. A serif wordmark on warm stone that signaled care, not gimmick. The same honesty, pointed at a far bigger audience. The brand went public in January 2021 and kept scaling from there.
Before
One category, one tone. Sharp, funny, a little niche. A brand built to disrupt a pharmacy aisle.
After
Many categories, one promise. Modern, personalized care for everyone, in all 50 states. Trusted enough to put your name on.
Brand films
Brand film
Brand film
Revenue growth across the rebrand, $149M in 2020 to $872M in 2023.
Subscribers by the end of 2023, up from roughly 200K at the start.
Valuation at the January 2021 public listing on the NYSE.
Ad Age Direct-to-Consumer Brand of the Year, 2021.
Partnerships built to destigmatize health: men's health is normal, mental health is nothing to hide.
2021 — Rob Gronkowski. 2023 — Kristen Bell.
Partnership 01
Watch the spot ↗
Watch ↗
Watch ↗
Men's Health Spokesperson · 2021
Gronk brought football energy to a hard subject. We used the locker-room voice, huddle, game plan, real talk, to make hair loss and mental health easy for men to talk about. The campaign ran across TV, audio, social, and out-of-home.
The insight behind it: a Cleveland Clinic survey found 72% of men would rather do household chores than see a doctor. Gronk made the doctor feel like a teammate.
Of men would rather do chores than see a doctor. The problem we attacked.
National spots spanning hair loss and mental health.
Partnership 02
First Mental Health Ambassador · 2023
Kristen Bell became the first-ever Mental Health Ambassador for Hers. She has been open about her anxiety and depression for years, which made her the right voice to normalize asking for help. Launch spots ran in January 2023, one comedic, one sincere and straight to camera.
"I've been advocating against the stigma of mental health for a long time. I feel immensely proud to be teaming up with Hers."Kristen Bell
Watch ↗
Watch ↗
Mental Health Ambassador in the brand's history.
Members reported improved anxiety and depression scores about four weeks after starting care.
Product & category launches
New formats and new categories, each one positioned to feel personal, simple, and a little less clinical.
A prescription spray that put two proven actives in one drip-free mist. No pills, no drips. It became the brand's best-selling product.
Watch ↗
A content series that turned haircuts into honest talk about hair loss, hosted with Jeff Wittek.
Watch ↗
A new chewable format for ED, launched on a simple truth: ED is personal, and so is treating it.
Impact
Revenue growth across the rebrand, 2020 to 2023.
Rise in aided brand awareness through the platform era.
Earned and paid media impressions across the partnerships.
Press placements from the rebrand, the IPO, and the talent news.
Revenue, subscriber, IPO, partnership dates, and the Ad Age award are public and company-reported. Awareness lift, impressions, and placement counts are representative campaign figures.
Press & PR