Hims & Hers Shuts Down Apostrophe to Streamline Dermatology Offerings

The telehealth giant discontinues its $190 million acquisition, citing operational simplification and shifting business priorities.

Hims & Hers has officially closed down Apostrophe, a teledermatology platform it acquired in 2021 for $190 million, canceling all subscriptions as of March 7, 2025.
The decision aims to consolidate dermatology services under the Hims & Hers brand for a more seamless customer experience, though some Apostrophe offerings will not be maintained.
Experts suggest the move reflects a strategic shift toward weight loss drug-related revenue, which has become a key focus for Hims & Hers despite recent FDA guideline changes.
The teledermatology market remains a growing sector, with analysts predicting a $10 billion opportunity, driven by demand for accessible and personalized skincare solutions.
Competitors like Curology and Musely are expanding their offerings to target broader demographics, including antiaging and hormonal treatments, as new players prepare to enter the space.