Hims & Hers grew on a quiz for every condition.
No add-to-cart: every ad and page leads to a short intake quiz, then a monthly plan. Revenue went from $527M in 2022 to $2.35B in 2025.
BLOOM10X did not work with Hims & Hers. This breakdown uses public sources only, linked below.
- 2022$527M revenue, 1.04M subscribers
- 2024$1.48B revenue, 2.23M subscribers
- Feb 2025First Super Bowl spot, “Sick of the System”
- 2025$2.35B revenue, $919M on marketing
- Feb 2026Second Super Bowl spot, “Rich People Live Longer”
- Nov 2026Q3 revenue $890M; 2026 guide $3.13B–$3.15B
Marketing fell from half of revenue to a third.
Revenue by year
From ad to subscription
“Revenue grew 49% year-over-year, our second consecutive quarter of acceleration.”
Five plays behind the growth.
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One door per condition
The hims.com menu lists eight categories, from weight loss to skin (hims.com, Nov 10, 2026). Each has its own page and its own quiz link: /c/hl for hair, /c/e for sexual health, a weight loss quiz on the homepage.
Copy this: give each buyer problem its own landing page and its own first question, instead of one store page for everyone.
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The quiz is the buy box
There is no add-to-cart. “Get started” opens a quiz whose first question is the visitor’s goal, with five answers and no price on screen (hims.com/c/hl/goals). Prices sit lower on the page, from $15 a month.
Copy this: for products that need a fit decision, swap “Add to cart” for a three-question finder that ends on one recommended product.
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Split the plan from the product
Weight loss runs on a membership: $39 for the first month, then $149 a month, with the medication billed on top, from $149 a month for the Wegovy Pill (hims.com, Nov 10, 2026).
Copy this: a cheap first month lowers the entry price, but put the renewal price right next to it. The FTC case below shows why.
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Buy the biggest night on TV
“Sick of the System” aired in Super Bowl LIX in February 2025. Traffic jumped over 650% in the hours after, and the Hers app went from outside the top 10 to #2 in Health & Wellness (Fierce Healthcare, Feb 2025). It returned on Feb 8, 2026 with “Rich People Live Longer.”
Copy this: a $1M–$10M brand can’t buy the Super Bowl, but it can test streaming TV in its own peak season.
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Hundreds of ads, one call to action
About 399 ads ran on the Hims page and 285 on the Hers page. All 50 of the newest Hims ads used the headline “Get Started Today,” and all 50 were made in under 24 hours (Meta Ad Library, Nov 10, 2026).
Copy this: test many angles, but keep one call to action and one landing step, so every test is read on the same number.
The buy box is a quiz.
- 1A promise of fit“Made for you” sets up the quiz before any product is named.
- 2Three claims, one footnotedThe time claim points to separate studies of minoxidil and finasteride.
- 3Get startedOpens the quiz at /c/hl/goals. Not a cart.
- 4A softer second door“See if treatment is right for me” catches visitors not ready to start.
- 5The required noteCompounded products are not FDA approved, stated under the buttons.
- 6Consent firstThe panel asks before using data, which may include health information, for advertising.
The hair loss path, in page order
- 1Name the problem, not the productThe page opens on hair loss and lists products further down.
- 2One actionEvery section ends in the same “Get started” link to the quiz.
- 3An easy first answerQuestion one asks about goals, from “receding hairline” to “none of the above”.
- 4An honest labelA line under the answers says responses are not shared with a provider.
- 5The expert step“Free consultation” and “Connect with a provider” are steps 1 and 2 of “Hims makes it simple”.
- 6A monthly priceStarting prices run from $15 (Minoxidil Serum) to $60 (Hair Power Pack) a month.
- 7Risk removedFree shipping in low-key packaging answers the embarrassment objection.
Our wireframe of hims.com/hair-loss and quiz step 1 on Nov 10, 2026. Not a copy of their page. Later quiz steps were not captured.
Four CRO lessons for a Shopify brand
- Lead with the problem. Build one landing page per buyer problem and put the product grid below it. Conversion
- Ask before you sell. A finder quiz that ends on one product beats a grid of twelve for anything that needs a fit decision.
- Price per month, sell the bundle. Hims shows a single-ingredient price and a $60 Power Pack on the same page. Raise order value
- Show the renewal on the button. A $39 first month only works if the $149 that follows is just as visible.
Each condition opens its own quiz.
“Which best represents your hair loss and goals?”
Five answers, from “Receding hairline, want to slow its progress” to “None of the above.” No price, no product, no email on step one.
The page is set to noindex, so it lives only behind ads and buttons.
“Do you have a treatment in mind already?”
The weight loss quiz on the homepage starts with three answers: GLP-1 pills, GLP-1 injections, or a provider recommendation.
The page tabs split Treatment from Membership, the two things the buyer pays for.
“Unsure where to begin? Start here”
Hers runs the same pattern on its own site: one row per condition, plus a catch-all for visitors without one.
Hers was about 45% of US revenue in Q3 2026, per StockTitan’s reading of the filing.
What a month costs
How “Sick of the System” is built.
- 1The problem, on screenIt opens on junk food and belly fat, not on the brand.
- 2Numbers as the hookStatistics on obesity’s health risks carry the middle.
- 3A villainBranded drug prices are framed as the system keeping options out of reach.
- 4The way outThe close sells Hims & Hers weight loss care as the alternative.
Our wireframe, built from Fierce Healthcare’s description (Feb 13, 2025) and the official video below. Not a copy of the spot. It aired in the third quarter of Super Bowl LIX, which drew 127.7M viewers per FOX Sports, and drew criticism from pharma groups and lawmakers.
“In healthcare, whoever owns the customer relationship wins.”
Hundreds of ads behind an age gate.
Creative hidden by age check
The Library shows each creative only after a logged-in age check.
See Hers ads →Counts are Meta’s estimates of active US ads, Nov 10, 2026. “50 newest” is the first page the Library API returned for the Hims page.
Read it with three caveats.
- It’s regulated care. A provider decides each prescription. A Shopify product doesn’t need that step, so a quiz has to earn its place with a better recommendation.
- The scale is not yours. $919M of marketing in 2025 buys Super Bowl spots. Streaming TV in a peak season is the version that fits $15K–$100K a month.
- The FTC is suing over the subscription. In a case filed Jul 29, 2026, the FTC alleges unclear renewal terms, a hidden cancel button and health data shared with ad platforms. These are allegations, not findings.
- What we’d change: a one-click cancel link and the renewal price beside every first-month price. Subscribers also fell from 2.89M in June to 2.79M in September 2026.
Seven moves for a $1M–$10M brand.
- Build one landing page per buyer problem, each with its own first question. Conversion
- Replace “Add to cart” with a short finder on products that need a fit decision. Shopify development
- Show the renewal price next to any discounted first order. Order value guide
- Make cancel one click and save the customer with a pause option instead. Retention
- Test streaming TV in your own peak season, not the Super Bowl. CTV advertising
- Run many ad angles to one call to action and one landing step. Creative volume calculator
- Track marketing as a share of revenue every quarter. CAC calculator
Where every number comes from.
- Hims & Hers Health, “Hims & Hers Health, Inc. Reports Third Quarter 2026 Financial Results,” Business Wire, Nov 9, 2026. investors.hims.com
- Hims & Hers Health, “Hims & Hers Health, Inc. Reports Fourth Quarter and Full Year 2025 Financial Results,” Feb 23, 2026. investors.hims.com
- Hims & Hers Health, “Hims & Hers Health, Inc. Reports Fourth Quarter and Full Year 2023 Financial Results,” Feb 2024. investors.hims.com
- Heather Landi, “Hims & Hers sees 650% spike in traffic following Super Bowl ad as clash over compounded GLP-1s heats up,” Fierce Healthcare, Feb 13, 2025. fiercehealthcare.com
- Hims & Hers Health, “Hims & Hers Returns to the Big Game with a Message to All Americans: The Era of Health as a Luxury is Over,” Business Wire, Jan 29, 2026. investors.hims.com
- Federal Trade Commission, “FTC and States Act Against Hims & Hers for Deceptive and Unlawful Privacy Practices,” Jul 2026. ftc.gov
- McDermott Will & Schulte, “FTC, two states take aim at Hims & Hers’ subscription and health-data practices,” 2026 (complaint filed Jul 29, 2026). mcdermottlaw.com
- StockTitan, “Hims & Hers (HIMS) Earnings Show Subscribers Falling to 2.79 Million,” Nov 9, 2026 (June subscriber count and Hers share of US revenue). stocktitan.net
- Hims, hair loss page, quiz step 1, weight loss page and homepage, viewed Nov 10, 2026. hims.com/hair-loss, hims.com/c/hl/goals, hims.com/weight-loss, hims.com
- Hers, homepage, viewed Nov 10, 2026. forhers.com
- Meta Ad Library, active US ads for the hims and Hers pages, viewed Nov 10, 2026. facebook.com/ads/library
- Hers and Hims official YouTube channels, Super Bowl spots (2025 and 2026). youtube.com/@forhers, youtube.com/@forhims
