Hims & Hers is seeing encouraging traction from a new product that blurs the line between prescription medicine and consumer wellness. The company introduced its Biotin + Minoxidil Gummy for hair growth in June 2025, marking its first attempt at a prescription gummy. A year later, the company says the format is proving effective with customers.
According to a survey of 300 users, 88% said they take the gummy every day. Hims & Hers said the green apple flavor played a major role in repeat use, with 79% of respondents citing it as a reason they kept taking the product. Packaging also mattered: nearly two-thirds of those surveyed said the frosted glass jar labeled “Hair Blends” made the experience more positive. The company has framed the gummy as part of a broader effort to give prescription products a more contemporary, wellness-oriented presentation.
Design as a business strategy
Chief design officer Dan Kenger said the company’s approach is to borrow familiar cues from outside pharma and apply them to healthcare products. He oversees product design, flavor and advertising, and said the goal is not only to stand out, but also to reduce the stigma that can surround prescription treatments tied to sexual wellness, mental health or self-improvement. In that view, a friendly form factor like a gummy can make daily use feel less clinical.
The product was not simple to develop. Kenger said the team had to find manufacturing equipment capable of accurately dosing each gummy, then customize it for the prescription setting. The flavor also required adjustments, since the initial green apple taste leaned too far toward candy. The company also tested shape, color, texture and how the gummy looked in light before settling on the final version. The jar itself was part of the strategy too, with the translucent glass chosen to showcase the apple-green gummies inside.
Hims & Hers is positioning the product as part of a larger shift in consumer health, where prescription offerings increasingly borrow from CPG and beauty branding. The company’s most recent earnings report, released in May, showed first-quarter revenue of $608.1 million, up 4% from a year earlier, and it guided for full-year revenue of $2.8 billion to $3 billion.
Source: modernretail.co
