Apostrophe
Apostrophe was a direct-to-consumer teledermatology platform, founded in 2014 and based in Oakland, that connected individual consumers with licensed dermatology providers for personalized prescription skincare treatments including acne and anti-aging formulations on a subscription basis. Acquired by Hims & Hers in 2021 and shut down in March 2025.
- Company typePrivate
- Founded2012
- HeadquartersOakland, United States
- Headcount11–50
- GTM typeB2C
- OfferingServices
What Apostrophe does
Apostrophe was a direct-to-consumer teledermatology platform founded in 2014 and headquartered in Oakland, California. The company connected individual consumers with licensed dermatology providers through an online consultation flow, then prescribed and direct-shipped custom-formulated prescription gel creams for conditions including acne, fine lines and wrinkles, and dark spots. Its product line was built around personalized topical Rx treatments assembled per-provider rather than algorithmically, with prescription strength acne and anti-aging creams as flagship SKUs alongside over-the-counter essentials and supplements sold through the Hers storefront.
The company operated a subscription-based revenue model, billing customers monthly for provider consultations and recurring shipments of compounded prescription skincare products. Go-to-market was direct-to-consumer via the Apostrophe website, with no named enterprise customers and a horizontal segmentation approach targeting individual consumers seeking convenient access to dermatology care without in-person clinic visits. The company employed 11–50 people and raised approximately $6.125 million in disclosed venture funding (FJ Labs, SignalFire, 500 Global, Flybridge, Nelstone Ventures) before being acquired by Hims & Hers Health in 2021 for $190 million.
Following the acquisition, Apostrophe operated as a wholly-owned Hims & Hers subsidiary focused on women's teledermatology. In March 2025, Hims & Hers abruptly shut down the Apostrophe brand, cancelling all subscriptions within 30 days and eliminating some roles, as part of a strategic pivot toward the weight-loss market and a consolidation of teledermatology offerings under the Hers brand. The Apostrophe clinical expertise continues to power Hers' prescription skincare products, but the standalone company no longer operates.
Apostrophe firmographics
Firmographics- Name
- Apostrophe
- Legal name
- Apostrophe
- Website
- https://Apostrophe.com
- Company type
- Private
- Founded year
- 2012
- Operating status
- Closed
- Headcount range
- 11–50 employees
- Short description
- Apostrophe was a direct-to-consumer teledermatology platform, founded in 2014 and based in Oakland, that connected individual consumers with licensed dermatology providers for personalized prescription skincare treatments including acne and anti-aging formulations on a subscription basis. Acquired by Hims & Hers in 2021 and shut down in March 2025.
- Ownership category
- akta.pro rank
Apostrophe industry classification
Industry- Product category
- Teledermatology Services
- NAICS
- Cosmetics, Beauty Supplies, and Perfume Retailers (456120)
- SIC
- Perfumes, Cosmetics & Other Toilet Preparations (2844)
- akta.pro primary industry
- Dermatology & Aesthetics Pharmaceuticals (HLAIAAAK)
- akta.pro secondary industries
- Dermocosmetics & Medical-Grade Skincare (CRABAAAF), Treatment Skincare (Serums, Actives, Acne & Anti-aging) (CRABAAAB)
Keywords
Where Apostrophe is headquartered
LocationHeadquarters
- HQ city
- Oakland
- HQ country
- United States
- HQ region
- North America
Markets served
Apostrophe business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Technology or R&D, Marketing or Sales, Supply Chain
Revenue model
- Prescription Skincare Products: Apostrophe generated revenue through direct-to-consumer sales of prescription skincare formulations. Customers paid for provider consultations and custom-compounded skincare products targeting acne, anti-aging, and other dermatological concerns.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Prescription skincare subscription |
Go-to-market motion1 record
Distribution channels1 record
Marketing channels1 record
Apostrophe product offering
Product offeringCore offering
Apostrophe operated a direct-to-consumer teledermatology platform connecting consumers with board-certified dermatology providers for personalized prescription skincare treatments. Customers completed online consultations and received custom-compounded prescription gel creams for conditions including acne, wrinkles, and dark spots, delivered directly via a subscription model. The company was acquired by Hims & Hers Health in 2021 for $190 million and shut down in March 2025.
Product overview
Apostrophe was a direct-to-consumer teledermatology platform that provided personalized prescription skincare treatments. The company operated as a single-platform offering centered on connecting patients with licensed dermatology providers who prescribed customized formulations for conditions including acne, wrinkles, fine lines, and dark spots. Products were delivered as prescription topical treatments, primarily in gel cream formats. Apostrophe was acquired by Hims & Hers Health in 2021 for $190 million and subsequently shut down in March 2025 as part of Hims & Hers' strategic pivot toward the weight loss market. The Apostrophe brand and technology continued to power Hers skincare products following the acquisition.
Differentiator
Problem solved
Functional benefit
Products and services
- Acne Rx Cream
Quantifiable outcome
- Acquired for $190 million by Hims & Hers in 2021
Companies that use Apostrophe
Customer profileSegments1 record
Ideal customer profiles1 record
Apostrophe technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Apostrophe partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Hers (Hims & Hers)coreApostrophe's clinical expertise was integrated into the Hers platform, providing personalized prescription skincare treatments for women. The Hers website indicates that women's skincare products are provided 'in partnership with the clinical expertise of Apostrophe,' offering customized prescription gel creams for acne, anti-aging, and other skin concerns.
Scale indicators3 records
Recent moves5 records
Expansion highlights2 records
Apostrophe competitors and assessment
Company assessmentDirect peers
- Curology: Curology is a direct-to-consumer personalized prescription skincare company that pairs customers with licensed dermatology providers to formulate custom treatments for acne and anti-aging, the same model Apostrophe operated.
- Musely: Musely is a D2C telemedicine skincare platform offering custom-compounded prescription treatments prescribed by licensed providers for concerns like aging spots and acne, directly comparable to Apostrophe's offerings.
- Honeydew: Honeydew is a D2C personalized prescription skincare company offering custom creams prescribed by dermatology providers, an essentially identical model to Apostrophe and named explicitly as a beneficiary of its closure.
Broad incumbents
- Hims & Hers Health: Hims & Hers is Apostrophe's publicly-traded parent company (NYSE: HIMS) and a broader telehealth incumbent offering prescription products across hair, sexual health, mental health, weight loss, and skincare, including the Hers women's line that absorbed Apostrophe's clinical expertise.
- Hers (women's skincare): Hers is the women's vertical of Hims & Hers that integrated Apostrophe's clinical expertise and continues to sell personalized prescription gel creams for acne and anti-aging under the Apostrophe partnership label.
- Ro: Ro is a multi-specialty D2C telehealth platform offering prescription skincare among other categories, operating with a similar provider-network-plus-direct-fulfillment model that overlaps with Apostrophe's teledermatology approach.
Emerging players
- Nurx: Nurx is a D2C telehealth platform offering prescription skincare and dermatology consultations online, overlapping with Apostrophe's provider-network and subscription-fulfillment model.
- Skin Medicinals: Skin Medicinals is an emerging compounding platform that produces customized prescription skincare formulations for clinicians and patients, representing an emerging-player alternative delivery model to Apostrophe's D2C prescription compounding.
Others
- Maven Clinic: While focused on women's and family health rather than skincare, Maven is a digital health company that, like Apostrophe, delivers personalized provider-led care online, making it a thematic adjacent peer in the D2C telehealth category.
- The Dermatology Specialists: The Dermatology Specialists is a brick-and-mortar dermatology provider network in NYC. It is thematically adjacent to Apostrophe as a downstream provider channel for prescription skincare, though it operates offline rather than as a D2C platform.
Market position
Strengths2 records
Weaknesses4 records
Competitive moat3 records
Key risks6 records
Key highlights6 records
Customer concentration
Apostrophe social profiles
Digital presenceApostrophe financial estimates
Financial estimateRevenue estimate
Valuation estimate
Apostrophe leadership team
Management profileNumber of profiles
Apostrophe funding detail
Funding detailFunding overview
Funding rounds7 records
Investors5 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Apostrophe M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Apostrophe
What does Apostrophe do?
Apostrophe operated a direct-to-consumer teledermatology platform connecting consumers with board-certified dermatology providers for personalized prescription skincare treatments. Customers completed online consultations and received custom-compounded prescription gel creams for conditions including acne, wrinkles, and dark spots, delivered directly via a subscription model. The company was acquired by Hims & Hers Health in 2021 for $190 million and shut down in March 2025.
Is Apostrophe a public or private company?
Apostrophe is a private company. It is classified as corporate owned and is currently closed.
When was Apostrophe founded?
Apostrophe was founded in 2012. It employs 11 to 50 people.
Where is Apostrophe based?
Apostrophe is headquartered in Oakland, United States, in the North America region.
How does Apostrophe make money?
One revenue line is on record: prescription Skincare Products.
Who are Apostrophe's main competitors?
Direct peers on record are Curology, Musely and Honeydew. Broad incumbents are Hims & Hers Health, Hers (women's skincare) and Ro. Emerging players are Nurx and Skin Medicinals. Others are Maven Clinic and The Dermatology Specialists.
Does Apostrophe have an API?
No public API is recorded for Apostrophe.
What industry is Apostrophe in?
Apostrophe's product category is Teledermatology Services. Its primary akta.pro industry code is HLAIAAAK, Dermatology & Aesthetics Pharmaceuticals, with a secondary code of CRABAAAF, Dermocosmetics & Medical-Grade Skincare. Its NAICS code is 456120 and its SIC code is 2844.