Sexual health to skin care: Hims & Hers launch expands skin care collection

By Ravyn Cullor contact

- Last updated on GMT

Hims & Hers plays primarily in the ingestible sexual health space, but has been expanding into skin care to capture more of their consumer's personal care purchases. © Getty Images - RUNSTUDIO
Hims & Hers plays primarily in the ingestible sexual health space, but has been expanding into skin care to capture more of their consumer's personal care purchases. © Getty Images - RUNSTUDIO

Related tags: Skin care, Skin health, Skin

Hims & Hers started as an ingestible sexual health company, but it has expanded into skin care and recently launched a new line in the segment. CosmeticsDesign spoke with Hilary Coles, co-founder and senior vice president of brand and innovation about expanding in the skin care space.

This interview was conducted via email.

Tell me a bit about this skincare launch?

Through this launch, Hims & Hers has doubled its skincare offerings with a suite of brand-new products that address a wide range of common skincare concerns. This includes a facial cleanser, moisturizer, daily SPF, spot corrector and face oil. We’ve listened to Hers customers’ personal skincare concerns regarding their top skincare recommendations in order to provide the most personalized skincare experience possible, whether one product is used or six.

How does skincare fit into Hims & Hers as a brand?

Hims & Hers aims to be the one-stop shop for all types of health and personal care, which of course includes skin health. Working closely with dermatologists, our skincare products help address a wide range of skin concerns, such as acne, wrinkles, and fine lines. With this launch, we’re able to provide an even more comprehensive skincare lineup for customers to address their own skincare needs.

What whitespace is this launch filling? What consumer need is this launch filling?

There’s not a one-size-fits-all “formula” for skincare, so our aim for the launch is to provide consumers with even more options so that they have the opportunity to experience the most personalized skincare experience possible. With good skincare and skin health comes a happier, healthier overall you, which is what we’re trying to help consumers achieve. 

What’s the value of crossing from the sexual health space into the skin care space?

Providing consumers accessible and affordable care as it relates to health and wellness was the main reason why Hims & Hers was created, so it was a natural fit to expand the offerings to include skin health. Our customers also shared they want healthier skin faster and without all the guesswork, so we listened! 

Aside from sales, how will success be measured with this launch?

Ultimately, we want to raise awareness around how the Hims & Hers brand is committed to helping our consumers on their skincare journey. Afterall, we started Hims & Hers to break down barriers for people when it comes to obtaining quality care, and that includes enhancing the Hims & Hers customer experience through innovative skincare and wellness tools such as this new skincare line.

After speaking with hundreds of women who suffer from adult acne, we know that no two routines look the same, which is why we created multiple products so that everyone has access to a unique routine that fits their goals and lifestyle, knowing every choice in the portfolio is safe for acne prone skin, effective at targeting their goals, and easy on the wallet.

What can beauty industry professionals take away from this launch?

We’ve found from our research that 65% of women have been suffering from acne for 6 or more years, which is why Hims & Hers continues to expand its skincare offerings, because that tells me that though there are a lot of products in the market, most of those options are not doing an effective enough job.

That’s why I’m passionate that Hers serves as a place consumers can go to and know they can get both Rx and non-Rx products that’ll help their skin journey. This new line of products are non-Rx products that complement our prescription treatments and can also be used alone to strengthen an existing skin care routine. 

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