The news: Hims & Hers is entering a new men’s health category: low testosterone.

Digging into the details: Hims is now offering two prescription testosterone treatment options available for members via telehealth on Hims’ platform who take an at-home blood test.

• The first is compounded enclomiphene, a medication (not FDA approved) that aims to restore natural testosterone production without compromising fertility. Pricing starts at $99 per month.
• The second is personalized testosterone care that combines enclomiphene and tadalafil (the generic version of Cialis) in a single dual-action treatment that’s designed for men who are also experiencing sexual symptoms.

Starting next year, Hims will offer the FDA-approved oral testosterone Kyzatrex through a partnership with Marius Pharmaceuticals, as well as injectable testosterone treatments.

Why it matters: Direct-to-consumer (D2C) healthcare companies are entering new markets in men's, women's, and sexual health. They are focusing on areas where people have a hard time getting treatment because of limited options, social stigma, or high costs.

• WeightWatchers and Noom have recently rolled out hormone replacement therapy offerings to help women manage menopausal symptoms.
• Other telehealth platforms, including Thrive and Lifeforce, have partnerships with Marius around Kyzatrex access.

Key stats: Hims cited research that shows around 20 million men in the US struggle with low testosterone. CEO Andrew Dudum said on the company’s most recent earnings call that entering the hormonal health space will help Hims achieve its goal of $6.5 billion in annual revenues by 2030.

Our take: Hims appears confident that entering the testosterone treatment market will pay off. However, D2C healthcare brands and marketers in this space must tread carefully when promoting testosterone therapy to consumers.

The FDA has previously warned companies not to exaggerate the need for low testosterone treatments in their ads. These treatments are only approved for men who have a medical condition causing low testosterone, not for those experiencing normal aging. Marketers will need to educate folks on which products in this category are and aren’t FDA-approved, while making it clear that blood tests will determine who is eligible for the medication. They must also avoid generalized messaging that their testosterone treatments are beneficial for men who simply have low energy or feel fatigued.

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