CHI Company Investigation · Healthcare · Direct-to-consumer telehealth
Hims & HersHims & Hers Health, Inc. · NYSE: HIMS · Telehealth platform and pharmacy network
Disposition: Mixed, with an emerging extraction pattern · Mechanism: commitment capture · Score reserved
The price gets lower when the commitment gets longer.Hims makes treatment easy to start. The economics increasingly reward staying.
Hims built a convenient healthcare system around recurring treatment, and it has repeatedly cut prices. The investigation found that its strongest prices increasingly come with longer commitments, earlier payment and less room to change course once a prescription has been written. In weight loss, a separately billed membership now sits between the customer and the medication.
Verdict
Two things are true at once, and neither cancels the other.
Hims has made treatment cheaper and simpler to obtain. Over the same period it has become far better at collecting money before treatment is delivered and at keeping customers inside a recurring relationship.
The prices fell.
Every explicit unit-price change disclosed in Hims filings since 2023 is a reduction. Compounded GLP-1 treatment launched at $199 a month in May 2024, against branded drugs the company put at “over $1,000 a month”. The 12-month price was then cut to $165, and GLP-1 prices were cut again by up to 20% in late 2025.
Gross margin fell from 83% in late 2023 to 64% in mid-2026. Generic sildenafil, tadalafil and finasteride still sell from $22 to $24 a month.
The commitment grew.
Prescription products are sold only on auto-renewing subscriptions. Headline monthly prices outside weight loss are footnoted as plans “paid upfront in full”. Medication is not refundable once it ships, and most other refunds are at the company’s discretion.
Since the end of March 2026, US weight-loss medication requires a separately billed membership: $39 for the first month, then $149 a month.
Hims did not become more extractive by raising prices. It made the relationship longer.
The mechanism
Commitment capture: a lower apparent price, paid for with flexibility.
Marketing, intake, clinician, prescription, payment, pharmacy, delivery and renewal happen largely inside one relationship that Hims designs. That integration is a real convenience. It also means that the moments when a customer wants to stop, switch, skip a renewal or recover money all occur inside a system built for continuity.
- Low monthly priceHeadlines are per-month figures: “Starting at $35/mo*”, “From $149/mo†”.Confirmed
- SubscriptionPrescription products are sold only on auto-renewing plans.Confirmed
- Multi-month / prepaidCadences run up to 360 days; prepaid plans are collected upfront.Confirmed
- Prescription triggers paymentThe card is taken at intake; the charge follows the provider’s prescription.Confirmed
- FulfillmentAn order already “processing” is not stopped by cancelling.Confirmed
- Limited refundabilityNo refund once medication ships; otherwise case-by-case discretion.Confirmed
- Auto-renewalThe first renewal “may be charged early”; cancel at least two days before.Confirmed
- Continuing customerThe relationship rolls forward unless the customer acts in time.CHI reading
The investigated economic mechanism. Not every customer meets every stage, and not always in this form.
Prescription treatment starts as a subscription.
There is no way to buy a Hims prescription product once. The company’s help centre says: “For our prescription products… a subscription is required - to empower you with uninterrupted access to the medications that you need.” Over-the-counter products can be bought one time. The terms say the payment card “will be automatically charged at regular intervals” “until you cancel your subscription.” To stop a renewal, a customer must act at least two days before the renewal processing date.
This is how Hims was built, not something it changed into. Press in 2019 described “a monthly kit of drugs at their door”. By the third quarter of 2020, the company said, “over 90% of our revenue came from subscription-based plans”. CHI does not treat this as a free or one-off product converted into a subscription.
Subscription-only prescribing is common among direct-to-consumer telehealth companies. Ro, the closest competitor, also requires cancellation “at least 48 hours in advance of your next renewal date”.
On its own this is ordinary, and auto-refill of a long-term medication is something many customers want. It matters here because every later mechanism is built on top of it: prepayment, early renewal, cut-offs and the weight-loss membership all assume a relationship that continues by default.
Sources: Hims help centre, “Do I need a subscription?”; Hims Terms (updated 31 Aug 2026); Entrepreneur, 2019; 2020 merger prospectus; Ro terms.
The cheapest monthly prices often require paying for months upfront.
Outside weight loss, the headline monthly price is usually the effective rate on a prepaid multi-month plan. The condition is disclosed, often in an asterisked footnote. CHI does not say these prices are false. The issue is the economic architecture behind them.
Enclomiphene (low testosterone): “starts at $99/month”.
“for a 10-month plan paid upfront and in full”.
Derived: $99 × 10, from the plan terms on the Hims testosterone page.
$99/month does not necessarily mean $99 charged each month. Not every Hims plan works this way: the testosterone page also offers 3- and 5-month plans, whose prices it does not show.
| Offer | Headline | Condition, as Hims states it | Implied upfront |
|---|---|---|---|
| Sexual health (Hard Mints, Sex Rx) hims.com, 9 Oct 2026 | “Starting at $35/mo*” | “*Paid upfront in full. Actual price depends on product and plan purchased.” No plan length or total on the page. | Not stated |
| Low testosterone (enclomiphene) hims.com, 9 Oct 2026 | “starts at $99/month” | “for a 10-month plan paid upfront and in full” | ≈ $990 |
| Hair (Hims landing page) hims.com/p1, 9 Oct 2026 | “Less than $1 a day*” | “*With a 10-month plan, paid upfront in full” | Not stated |
| Generic liraglutide Hims blog, updated Oct 2025 | “from $299 a month” | “with a 12-month plan paid upfront in full” | ≈ $3,588 |
| Compounded GLP-1 plans Q4 2024 shareholder letter | $165, $99 and $69 a month | “the customer pays in full for either a 12-month ($165/month and $99/month) or 10-month ($69/month) plan at initiation of service” | ≈ $1,980 / $1,188 / $690 |
| Branded Wegovy offer Hims release, 22 May 2025 | “$549 per month for 6 months” | “paid up front in full”; “Auto-renews at standard rates unless canceled 2 days before billing.” | ≈ $3,294 |
| Compounded semaglutide pill (withdrawn after two days) Hims release, 5 Feb 2026 | “$49 for the first month” | “with a 5-month plan; remaining months at the standard $99 monthly price, paid upfront” | ≈ $445 |
Scroll the table sideways →
Implied upfront figures are CHI arithmetic on the stated plan terms (monthly rate × plan months; for the pill, $49 + 4 × $99). They are not checkout screenshots: the post-intake checkout sits behind a clinical questionnaire and was not walked first-hand. The price of buying one month at a time could not be found on any public Hims page. The FTC lawsuit (below) does not allege that this per-month presentation is deceptive.
Hims explicitly wanted customers on longer commitments.
The clearest evidence of intent comes from management itself. In August 2023, explaining the price cuts made that spring, the chief financial officer said:
“I think one of the reasons behind why we made the strategic pricing actions is really to start to make both longer duration subscriptions attractive for users, as well as the proprietary products attractive to users. What we saw as we made those is both new users coming in, as well as existing users started to switch to longer duration proprietary products that come with a larger commitment upfront.”Yemi Okupe, Chief Financial Officer · Q2 2023 earnings call, 7 Aug 2023 · transcript
Read in context, this is not a confession of wrongdoing. It is a plain statement of strategy: lower prices, used to move customers onto longer and more proprietary plans. The filings explain why: “The Subscriber uptake of longer term Subscriptions typically results in lower recurring costs and higher gross margins as compared to 30-day Subscriptions.” In early 2023 the CFO reported that “The share of multi-month subscribers increased to an all-time high of 75%”.
The company also knows when customers tend to leave. In late 2024 the CFO said “the cancellations come early on in the life cycle of a given user.” Prepayment collects the money for that period before it begins.
Sources: Q2 2023 call; Q2 2026 10-Q; Q1 2023 call; Q3 2024 call. Call quotations are from third-party transcripts.
Customer cash collected ahead of delivery
Deferred revenue on the Hims balance sheet: cash received for product not yet shipped. It is not profit, and it is not evidence of harm on its own.
Hims became dramatically better at collecting customer money before delivering the full treatment period. That is what the commitment-capture thesis predicts. Counterweight: in 2026 the trend partly reversed. Hims reports “a shift towards shorter and more frequent shipping cadences”, and most new weight-loss customers are on a one-month cadence. The company attributes the 2026 movement to its weight-loss offerings.
Sources: FY2022 10-K; FY2023 10-K; FY2024 10-K; FY2025 10-K; Q1 2026 10-Q; Q2 2026 10-Q; Q1 2026 call.
Weight loss added a new access toll.
This is the cleanest confirmed change in the investigation. Before 2026, the provider access attached to the weight-loss programme was included in the treatment price. At the end of March 2026, Hims split it out into a mandatory membership, billed separately from the medication.
Before
May 2024 to March 2026After
From the end of March 2026For the Wegovy pill, Hims’ own product page shows “$298/mo* (incl. $149 membership + $149 medication)”. The first month is about $188 ($39 + $149, CHI arithmetic).
Cancel the membership
Cancel the medication
For some branded drugs filled by a third-party pharmacy (Gifthealth), the medication must be cancelled with that pharmacy, and doing so “does not automatically cancel your Weight Loss Membership”. One treatment can carry up to three separately cancellable relationships.
What cuts the other way
Approved drugs replaced compounded ones
The membership arrived as Hims moved US weight loss to branded, FDA-approved GLP-1s, at “the same affordable self-pay prices as other telehealth platforms”.
Ro uses the same structure
Ro’s weight-loss membership is “$39 to start”, then $74–149 a month, and Ro says its membership fee is non-refundable once paid. The Hims fee sits at the top of that range.
Less prepayment, real service
New weight-loss customers are mostly on a one-month cadence, which reduces the prepaid sum at risk. The membership covers provider evaluation, check-ins, messaging and tools, and a customer may hold one without a medication plan.
The same branded drugs are also sold at the same cash prices, with no membership, through the manufacturers’ own channels (LillyDirect, NovoCare) to anyone who already has a prescription. For a cash-pay patient on Hims, the $149 a month pays for prescribing, messaging and tools. Sources: Q2 2026 10-Q; hims.com/weight-loss; membership page; Wegovy pill page; Hims Terms; help centre, weight-loss cancellation; Hims release, 20 May 2024; Hims / Novo release, 29 Apr 2025; Novo Nordisk statement; Ro pricing; Ro refunds; LillyDirect; NovoCare.
The customer loses leverage once the prescription is written.
Before the prescription, the customer has almost complete flexibility. After it, the charge has happened, the order moves into fulfilment, and getting money back depends on deadlines and on company discretion. These are the written rules.
- 01 · IntakePayment details entered
Nothing is charged yet, except the weight-loss membership’s $39 first month, which is non-refundable.
Customer leverage: high - 02 · ReviewProvider evaluates
A clinician assigned by Hims reviews the intake, asynchronously in most states.
Customer leverage: high - 03 · PrescriptionThe charge is triggered
Hims’ checkout text, as quoted in the FTC complaint, reads “You will only be charged if prescribed”. Weight-loss medication is refundable if cancelled within 48 hours of submitting payment details. Other categories have no written initial-order refund right.
Customer leverage: narrowing - 04 · FulfilmentOrder “processing”
“Cancelling your subscription does not cancel an order that is already processing or has shipped.” “We can’t guarantee a refund once the pharmacy has processed your order.”
Customer leverage: low - 05 · ShipmentNon-refundable
“You will not be eligible for a refund for any medication after it has been shipped.” No returns.
Customer leverage: minimal - 06 · RenewalEarly, with a cut-off
“Your first renewal may be charged early.” Cancel at least two days before. Hims “may, but [is] not required to” send reminders.
Customer leverage: only before the cut-off
Partly used subscription periods are not refunded, “although we may provide refunds on a case-by-case basis in our sole and absolute discretion.” On a prepaid plan shipped in instalments, the terms say unshipped medication will not be sent after cancellation, and that partial-period refunds are “not guaranteed”. The terms do not promise cash back for paid-but-unshipped months. Whether such refunds are given in practice is not documented.
One part of this has a legal basis. Pharmacies generally cannot take dispensed medicine back into stock, so a no-returns rule is sector-wide. That rule explains why medicine cannot be returned. It does not require refusing a refund, and the non-refundable membership fee is a charge for a service, not a drug.
Sources: Hims Terms (updated 31 Aug 2026); help centre, cancellation; help centre, refunds; help centre, returns; help centre, prescription transfer; FY2025 10-K; FDA CPG 460.300; FTC complaint ¶26 (checkout text). The leverage bars are CHI’s illustration of the written rules, not a measurement.
What regulators allege
Allegation — not adjudicatedA federal and state lawsuit describes a harsher version of the same sequence. None of it is proven.
On 29 July 2026 the Federal Trade Commission, the People of the State of California acting through Los Angeles County Counsel, and the Utah Division of Consumer Protection filed a nine-count complaint against Hims & Hers Health, Inc. (FTC et al. v. Hims & Hers Health, Inc., N.D. Cal., No. 3:26-cv-07871-VC). The complaint quotes internal company material. The case is pending, and Hims denies the claims.
What the complaint alleges
- Enrolment and consent. A checkout reading “Due Now - $0” and “Pay $0 today”, after which consumers were charged and enrolled in a subscription once a provider prescribed. ¶¶26–27
- Refill timing. The first refill charged 10 days before the selected cadence (day 20 of a monthly plan), with cancellation required by day 18. Consumers “typically” received no refill notifications. ¶¶41–42
- Refunds. From at least August 2022 to at least February 2025, agents were instructed to deny refunds to consumers who said they were “confus[ed]” about billing. ¶40
- Cancellation. From at least 2019 through early 2025: cancellation mostly through customer service, then an online path entered through “Add/remove items from order” with roughly three to ten survey screens. ¶¶44–54
- Health data. Treatment-segmented customer lists uploaded to Meta and Snap, and tracking pixels on the site, “through at least May 2024”. ¶¶66–77
What must be read alongside it
- Unproven and denied. Hims calls the claims “baseless”. After settlement talks were unsuccessful, it accrued about $60 million for the matter, which it says it will defend.
- Time-bounded. The cancellation allegations end in “early 2025” and the data-sharing allegations “at least May 2024”. The enrolment and refill-timing allegations are pleaded as continuing.
- The current flow is different. Self-service app and web cancellation and a phone line are now written into the terms. The complaint itself says one-click cancellation existed in California and Colorado from mid-2022, and that a post-submission checkout screen was revised in late 2025.
- Not alleged: pricing presentation. The FTC does not claim that Hims’ per-month advertising of prepaid plans is deceptive.
- Not about weight-loss pricing. The complaint does not address the weight-loss membership or its pricing structure. Weight loss appears only in a list of product categories.
- Context it concedes. Asynchronous prescribing is lawful in most states, and the renewal terms were shown on the checkout screen, in small text below the button.
Secondary: the FDA on GLP-1 marketing
On 9 September 2025 the FDA sent warning letters to Hims and to Hers. They said that claims made for compounded semaglutide, “Same active ingredient as Ozempic and Wegovy” and “Clinically proven ingredients”, were false or misleading. About 50 companies received similar letters. Five months later, Hims launched a compounded pill “with the same active ingredient as Wegovy®”, with the non-approval statement in footnotes, and withdrew it two days later after the FDA objected.
A warning letter is the agency’s regulatory position, not a court finding. CHI records it because it bears on how clearly customers were told what they were buying. The page’s central thesis rests on customer economics, not on pharmaceutical regulation.
Sources: FTC complaint (unredacted, Dkt. 28); FTC press release, 29 Jul 2026; Hims response, 29 Jul 2026; Q2 2026 10-Q (accrual); FDA warning letter (Hims); FDA warning letter (Hers); Hims release, 5 Feb 2026; FY2025 10-K.
What cuts the other way
The case for Hims is substantial, and CHI weighs it in full.
Prices frequently fell
Every explicit unit-price change disclosed in filings from 2023 onward is a reduction: in 2023, the GLP-1 cut from $199 to $165 in December 2024, and GLP-1 cuts of “up to 20%” in late 2025. No list-price increase on an existing product is recorded.
GLP-1 access created real value
At $199, and later $165, compounded GLP-1s cost a fraction of the $1,349 reported Wegovy list cost, at a time when branded supply was constrained. Branded prices on the platform later fell from $1,999 to $149–299 plus membership.
Yield did not rise through price
Monthly revenue per subscriber stayed between $50 and $57 from 2020 to mid-2024. Its later rise, to $82 in late 2025, came from customers moving into more expensive categories such as GLP-1s, not from price increases on what they already bought.
The company absorbed costs
Gross margin fell from 83% in late 2023 to 64% in mid-2026. Hims took $38.1 million of restructuring charges in the first half of 2026 to retreat from compounded GLP-1s.
Customers retain portability and exits
The terms allow a prescription to be filled “at any pharmacy of your choice”. Cancellation is self-service in the app and online, a phone line is in the terms, and pause and date-change tools exist.
The terms are the sector’s terms
Ro’s cancellation cut-off, non-refundability (“all sales are final”), arbitration and class waiver are nearly identical. Hims is better on two written points: phone cancellation and a 48-hour refund window on new weight-loss orders.
Sources: Q3 2023 10-Q; Q4 2024 call; Q3 2025 shareholder letter; AOL / syndicated report on Wegovy list cost; MedCity News; Q4 2023 results; Q4 2025 results; Q2 2026 results; Q2 2026 10-Q; Hims Terms; Ro terms; Ro refunds.
Timeline
How the economics changed.
- 2017Hims launches as monthly subscription kits, with a questionnaire consultation and third-party pharmacies. Entrepreneur
- 2020“Over 90% of our revenue came from subscription-based plans.” Customers are still billed on each shipment. 2020 prospectus
- 2023Strategic price reductions, which the CFO ties to longer-duration and proprietary products. 75% of subscribers are on multi-month plans. “Prepaid offerings” are first described in a 10-K. Q2 2023 call; FY2023 10-K
- May 2024Compounded GLP-1 treatment launches from $199 a month, consultations included, far below branded prices. Hims release
- Dec 2024–2025GLP-1 prices fall further, first to $165 on the 12-month plan, then by up to 20%. In September 2025 the FDA challenges Hims’ compounded-semaglutide marketing claims. Q3 2025 letter; FDA letter
- March 2026Compounded GLP-1 advertising ends; compounded access continues only “on a limited scale”. Branded drugs are added, and at the end of the month a mandatory US weight-loss membership is introduced ($39, then $149 a month). Hims 8-K release; Q2 2026 10-Q
- 29 Jul 2026The FTC, California and Utah sue over enrolment, refill timing, cancellation, refunds and health-data practices. The case is pending and Hims denies the claims. Complaint
- Aug 2026Help articles (25–27 Aug) and the terms (31 Aug) are revised to describe self-service cancellation and list a phone line. Help centre; Terms
CHI pattern findings
Four mechanisms tested. One confirmed as strategy, one confirmed with qualifications, one partial, one not established.
Existing-Customer Yield Optimization
Confirmed · strongest patternManagement openly pursued longer-duration subscriptions, proprietary and personalized products, larger upfront commitments and multi-condition customers. The CFO tied the 2023 price cuts to plans “that come with a larger commitment upfront”. The company calls multi-condition users “over 20% of our subscribers” and expects them to “become the majority”. It moved sexual health from on-demand to daily products for “higher customer lifetime value”.
Critical nuance: this was accompanied by price reductions, not price increases. The yield came from commitment length, product mix and cross-sell.
Unmonetized Access / Entitlement Monetization
PartialSupported in US weight loss. Provider access that had been included in the treatment price (“unlimited medical consultations”, May 2024) became a mandatory, separately billed membership at the end of March 2026.
Not established platform-wide. Outside weight loss, consultations are still marketed as free and included.
Legacy Product Deprioritization / Portfolio Concentration
ConfirmedPay-per-visit primary care disappeared from the filings without announcement. Online therapy reportedly ended. The Apostrophe dermatology brand was shut, with subscriptions cancelled the same day. Compounded GLP-1s were withdrawn from advertising and restricted to a limited scale.
Qualifications: the GLP-1 changes were externally compelled, and inexpensive generics remain on sale.
Regulated Pass-through / Customer Recovery
Not establishedRegulatory and patent pressure clearly changed the product architecture. But no filing, letter or call links a fee or price change to recovering a regulatory cost. The company states “limitations on our ability to pass through price increases”.
The membership launched in the same month as the branded pivot. CHI treats that timing as a watch item, not a finding.
Sources: Q2 2023 call; Q4 2025 shareholder letter; Q1 2025 shareholder letter; FY2023 10-K; HelpGuide (therapy end date, third-party); Fierce Healthcare (Apostrophe); Hims 8-K release, 9 Mar 2026; Q2 2026 10-Q.
Final CHI interpretation
Hims & Hers did not become more extractive by raising prices. In many cases it did the opposite. It made treatment cheaper while making the relationship longer. The company repeatedly lowered effective monthly prices as it moved customers onto longer subscriptions, prepaid treatment and proprietary products, and its own finance chief explained the price cuts that way. In weight loss, it then put a mandatory recurring membership on top of the medication, one that keeps billing if only the medication is cancelled.
That makes the central CHI mechanism commitment capture. The customer receives something real in exchange: convenience, discretion, integrated care and often a lower price. What the customer gives up is flexibility. The strongest evidence is therefore not a price increase. It is the architecture around the price: how much must be paid upfront, when the charge becomes irreversible, how renewal works, what stays billable after treatment stops, and how much of the care relationship stays inside the Hims system.
A pending FTC lawsuit alleges a harsher implementation of that sequence. It is unproven and denied, and CHI does not rely on it. On the confirmed record the result is mixed, not uniformly hostile. Hims creates substantial customer value. It has also become increasingly sophisticated at turning that value into longer, more durable customer commitments.
The treatment got cheaper.
The exit got narrower.
Sources
Original evidence, grouped by type.
Every figure on this page traces to a source below. Company pages were read on 9 October 2026. Earnings-call quotations come from third-party transcripts. Allegations are cited to the pleading and are not findings.
SEC filings & company results
- 2020 merger prospectus (424B3) — subscription share, billing per shipment
- FY2022 10-K — deferred revenue $1.5M
- Q3 2023 10-Q — “strategic price reductions”
- FY2023 10-K — prepaid offerings; deferred revenue $7.7M; primary care absent
- FY2024 10-K — deferred revenue $75.3M
- FY2025 10-K — deferred revenue $127.2M; FDA letters; affiliated medical groups
- Q1 2026 10-Q — deferred revenue $165.1M
- Q2 2026 10-Q — membership launch, cadences, prepaid collection, FTC accrual, restructuring
- 8-K release, 9 Mar 2026 — end of compounded GLP-1 advertising
- Q4 2023 results; Q4 2025 results; Q2 2026 results — revenue per subscriber, gross margin
Hims terms, help centre & product pages
- Terms and Conditions (updated 31 Aug 2026)
- Do I need a subscription?
- How do I cancel my subscription?
- How do I cancel my weight-loss membership?
- Refund policy; Return policy
- Can I transfer my prescription?
- Weight loss; Membership; Wegovy pill
- Sexual health; Testosterone; Hair landing page; Liraglutide pricing blog
Regulators & courts
- FTC et al. v. Hims & Hers Health, Inc., complaint (N.D. Cal. 3:26-cv-07871-VC) — allegation
- FTC press release, 29 Jul 2026
- FDA warning letter to Hims, 9 Sep 2025; to Hers
- FDA Compliance Policy Guide 460.300 — returns of dispensed drugs
Investor materials & company releases
- Q1 2023 call; Q2 2023 call; Q3 2024 call; Q4 2024 call (MarketBeat / Quartr transcripts)
- Q1 2026 call (Motley Fool transcript)
- Q4 2024 letter; Q1 2025 letter; Q3 2025 letter; Q4 2025 letter
- GLP-1 launch, 20 May 2024; Novo collaboration, 29 Apr 2025; Wegovy offer, 22 May 2025; Compounded pill, 5 Feb 2026
- Hims response to the FTC lawsuit, 29 Jul 2026
Competitors & alternative channels
Independent reporting
- Entrepreneur, 2019 — launch model
- MedCity News, Apr 2025 — prior $1,999 branded price
- AOL / syndicated — $1,349 Wegovy list cost
- Fierce Healthcare — Apostrophe closure
- HelpGuide — therapy end date (third-party)
Limits carried onto this page. The post-intake checkout and the current cancellation flow were not walked first-hand; this page describes them from the company’s own terms, help articles and filings. Quotations from hims.com were captured on 9 October 2026 through text extraction. Archived versions of the terms could not be retrieved, so the clause history is not shown. How prepaid GLP-1 customers were refunded or credited at the 2025 and 2026 transitions is not documented in any source found.
Status. Research frozen 9 October 2026. No numerical CHI, CVI or CFS score has been assigned; scoring is reserved for a later calibration stage.
Reading this beside the rest of the index
Two healthcare companies, two very different answers to the same customer.
Cost Plus Drugs is CHI’s positive control: a price the customer can audit before signing up, with no subscription needed. Read Hims beside it to see what a recurring, integrated model buys and what it costs.