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The Brief
Published: 6 Nov 2018

Hims Targets the Female Wellness Sector

Extra
Hers

US-based male grooming and healthcare start-up Hims is entering the female wellness category with a range of skincare, haircare and sexual health products.

Launched in November 2018, Hers is focusing on affordable, medical-grade products for all age groups – from teens to menopausal women.

The line includes prescription and over-the-counter sexual wellness products like birth control and Addyi – medication for hypoactive sexual desire disorder. There are also haircare and skincare products to combat hair loss, acne and hyperpigmentation. 

The platform and products are female-first – designed by women for women – and the brand’s ethos is grounded in filling the gaps that exist for women in the contemporary healthcare market. It also grounds sexual wellness and skincare as part of the regular maintenance of overall personal health. 

With the tag line “Your body, your control”, Hers also offers advice on different aspects of health and wellbeing with a network of 12 medical specialists, such as gynaecologists and dermatologists. Customers can speak to medical experts via texts, phone calls and video chats for a $5 fee. The doctors then work with a network of pharmacies across the US to get the products sent out on the same day. 

From a branding perspective, Hers is differentiated from Hims with a more sophisticated aesthetic. Hims caught the attention of men with phallic cacti graphics and millennial pink branding (see Instagangs: Indie Male Beauty for more), but Hers is marketed with neutral colours and minimalist design.

The blurring intersection between beauty and health is a key theme we highlight in our Look Ahead for 2019. To read more about the female wellness sector, see 10 Wellbeing Trends to Watch, Female Sexuality in Focus and Selling Cyclical Beauty.

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