Hims & Hers says its first-ever gummy prescription is driving a high adherence rate

CPG Playbook // August 5, 2026 Hims & Hers says its first-ever gummy prescription is driving a high adherence rate By Melissa Daniels Hims & Hers Expect prescription drugs to look and feel more like CPG brands as they adopt form factors like gummies and packaging like luxe glass jars to appeal to wellness-focused customers.

When Hims & Hers launched the Biotin + Minoxidil Gummy for hair growth back in June 2025, it was the company’s first-ever attempt at a prescription gummy product. Dan Kenger, chief design officer, said it’s part of the company’s larger strategy to differentiate itself from other prescription drug providers by offering a more contemporary look and feel.

“A big core of what we do is taking what’s happening in other industries and bringing it to pharma,” he said. “I think that’s one of our superpowers because we deal with familiar form factors from non-pharmaceutical spaces, and bring them here.”

One year in, the results are promising: Hims & Hers surveyed 300 customers and found that 88% said they take the gummy every day, an adherence rate that indicates people took to the form.

While the green apple flavor was a key reason 79% said they keep taking the gummy, nearly 2 in 3 of those surveyed said the packaging itself — a frosted glass jar simply labeled “Hair Blends” — made the experience more positive.

The product’s success points to how the pharmaceutical and CPG industries are continuing to blend as the definition of health and wellness evolves.

Pharmaceutical companies are increasingly addressing wellness and nutrition demands around hair growth, skin health or beauty standards, especially with the breakthrough popularity of peptides and the rise of GLP-1 drugs.

At the same time, CPG and beauty brands are doing more science-backed research around their products to appeal to shoppers who want to buy products that will give them bona fide results, evidenced by the claims made in the “skinification” movement.

Gummies in particular are playing a big role in this convergence, showing up as sleep aids, beauty supplements or nutrition products. Though they’ve taken a bigger share of the vitamin aisle over the last several years, they’re showing up with new formulations as customers seek new solutions.

Grüns, one of the fastest-growing companies in the category whose signature product combines superfood greens with prebiotics and adaptogens, crossed a $300 million annualized revenue rate just 24 months after launch.

Gummies are also showing up in new places: Ulta’s new wellness boutique that piloted earlier this year, for instance, includes gummy wellness companies like Olly and Lemme. Kenger, who oversees all creative touch points at Hims & Hers, from product design to flavor to advertising, said the company aims to use design as a way to drive business.

Part of that is meant to de-stigmatize prescription products around sexual wellness, mental health or self-improvement, he said — and adopting a familiar, friendly form factor like a gummy can help do that. The company’s latest earnings report, released in May, showed $608.

1 million in revenue during the first quarter, a 4% year-over-year increase, with a full-year guidance of $2. 8 billion to $3 billion. “We’re really creating a category,” Kenger said of the gummy. “It’s prescription, but it has the self-improvement aspects of a supplement. ‘I want my hair to grow.’ ‘I want clearer skin.’ ‘I want to lose weight.’

Those aren’t necessarily chronic conditions. They’re things where someone has proactively decided they want to make themselves better, and I think showing up with the product in a considered way really pays off.” Form, flavor and packaging But as Hims & Hers discovered, getting the gummy experience right on a prescription basis was easier said than done.

That included finding the right manufacturing equipment. “There aren’t a lot of prescription-grade gummy machines that can accurately dose every gummy,” Kenger said. “Acquiring, tweaking and customizing that machine was a big part of the process.” The formula itself also had to get dialed in.

The green apple flavor at first was too much like candy, and dialing it down made it more palatable for users to take in the morning. Then there was ensuring the right formula gummy didn’t get too sticky, he said. “We went into a huge exploration with gummy shape,” he said. “What color should it be? What should the shape be? We made 3D samples.

How did it feel in your hand? How did it bite? How did it handle light?” Beyond how the product looks, the team wanted to zero in on a packaging format that felt elevated. Kenger said it was the first time they did a frost