Introduction

In a surprising turn of events, telehealth company Hims & Hers has abruptly shuttered Apostrophe, the direct-to-consumer skincare platform it acquired in 2021 for $190 million. This sudden closure has left many patients scrambling to figure out how to continue their dermatology care and maintain access to their prescribed treatments.

In this post, we'll explain what happened to Apostrophe, what this means for current patients, and how we at Honeydew can help ensure your skincare journey continues without interruption. We'll cover how to transfer your prescriptions, the comprehensive care options we provide, and how to get started with us today—so you don't have to worry about gaps in your treatment.

What Happened to Apostrophe?

On Friday, March 7, 2025, Hims & Hers discontinued Apostrophe with little warning to its customer base. According to the announcement, all subscriptions were canceled immediately, and customers will lose access to their provider teams and patient accounts after just 30 days.^[1]

The closure came as a shock to many loyal Apostrophe users. To many customers, this is a very surprising turn of events. Apostrophe was acquired by Hims & Hers in 2021. It continued to operate as its own independent brand after the acquisition. Although skincare represented a smaller segment of their market, the company gave customers no indication that Apostrophe was in trouble.^[2]

Hims & Hers stated they made this decision "to simplify our dermatology products and operations into one seamless experience for our customers and our continued focus to provide customers with access to the most effective care."^[3] However, industry analysts suggest the move aligns with the company's shifting focus toward the weight loss market, which is projected to be substantially larger than teledermatology.

What This Means for Apostrophe Customers

If you were an Apostrophe customer, here's what you need to know:

1. Your subscription has been canceled as of March 7
2. You'll lose access to your patient account after 30 days
3. You'll need to find a new teledermatology provider
4. Any prescriptions will need to be transferred to continue your care

We're Here to Help at Honeydew

At Honeydew, we understand how disruptive this situation is for Apostrophe patients. We're committed to making it as easy as possible for you to continue your dermatology care without interruption.

We offer comprehensive online dermatology services for a wide range of conditions including acne, eczema, and psoriasis. Our treatments include everything from topical creams like Tretinoin to oral medications including low and regular dose Accutane.

One of Apostrophe's key advantages was their custom compounding pharmacy service, which created personalized medication formulations tailored to individual needs. We're pleased to offer similar custom compounding services for multiple skin conditions:

• Acne
• Hyperpigmentation
• Rosacea
• Redness
• And more

Our custom compounding includes personalized formulas with Tretinoin and Spironolactone to match what you were previously prescribed.

Easy Prescription Transfers

We've streamlined the process for transferring your existing Apostrophe prescriptions to Honeydew. Our team can help facilitate the transfer of your prescriptions so you can continue your treatment without disruption.

David Futoran, our co-founder and CEO, has noted that while the teledermatology market has evolved since the pandemic, there remains a critical need for accessible skincare treatment: "People need access to medical care for their skin, and they can't get it. I don't think we've done enough to help people."[^2]

Our commitment is to fill that gap by providing convenient, effective online dermatology care that puts patients first.

Start Your Dermatology Care Today

Don't let the closure of Apostrophe interrupt your skincare journey. We're ready to provide you with the care you need, starting today.

Take our quick intake survey to get a same-day consultation and continue your dermatology treatment without missing a dose: Start your consultation now.

1. Business Insider, "Hims & Hers bought a skincare startup for $190 million 4 years ago. Today it shut it down."
2. Beauty Independent, "All In On Weight Loss, Hims & Hers Shakes Up Teledermatology With Sudden Closure Of Apostrophe."
3. Fierce Healthcare, "Hims & Hers shutters Apostrophe in favor of its own tele-dermatology offerings."

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