Hims & Hers shut Apostrophe, the acne telehealth startup it bought in 2021

Apostrophe was a telehealth dermatology service offering personalized acne treatments, acquired by Hims & Hers in 2021.

Hims & Hers Health, the direct-to-consumer telehealth company, acquired Apostrophe in 2021 to add personalized acne treatments to its dermatology lineup alongside products for wrinkles and fine lines.

The dedicated brand never became the end state. In March 2025, Hims & Hers said it would discontinue Apostrophe to 'simplify its dermatology products and operations into one seamless experience', folding personalized dermatology into the main Hims & Hers experience while continuing its other skin treatments. A notice on Apostrophe's website confirmed the business was being discontinued and all current subscriptions canceled. The company said the decision was unrelated and separate from its weight-loss drug business.

Apostrophe was discontinued in March 2025 with all subscriptions canceled; Hims & Hers continues to provide its other dermatology treatments under the main brand.

Running a separate acquired brand alongside the main telehealth platform duplicated dermatology operations.

Hims & Hers' playbook favors one seamless customer experience over a portfolio of acquired sub-brands.

The company explicitly separated the shutdown from its weight-loss turmoil to avoid reading it as distress.

Personalized acne treatment fits the main brand as well as it ever fit a standalone label.

Acquired brands are placeholders until the platform absorbs them: if the parent can deliver the same service under one roof, the sub-brand's remaining job is to be retired gracefully.

All Apostrophe subscriptions were canceled as the business wound down in March 2025; Hims & Hers continued dermatology under its main brand while managing the separate FDA-driven uncertainty in its compounded weight-loss business.