How Hims markets, broken down
Hims made awkward men’s health topics feel normal and easy: a calm, clinical-but-friendly look, plain talk about real problems, and a frictionless path to treatment.
One image, one video, one email, pulled apart. Updated June 2026.
A search bar as shared anxiety
Hims stages a private worry as a search everyone makes. Three to steal:
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hims We've seen the search data, and as it turns out—𝙩𝙝𝙚 𝙞𝙣𝙩𝙚𝙧𝙣𝙚𝙩 𝙞𝙨 𝙤𝙗𝙨𝙚𝙨𝙨𝙚𝙙 𝙬𝙞𝙩𝙝 𝙥𝙚𝙣𝙞𝙨 𝙨𝙞𝙯𝙚. Thanks to mass media and porn, it’s easy to assume that a big penis measures in at eight, nine, or even 10 inches. But the truth is, what makes a penis “satisfying” isn’t size alone. In fact, according to the research, what women consider the “right” size might surprise you. 🤯 If you're looking for more deets on the average penis size, what women prefer when it comes to size, and much more — head over to the link in bio where we break it down on the blog.
- 1Leads with the user's private question — open with the buyer's quiet worry instead of the product, so they feel seen before any pitch
- 2Autocomplete implies everyone searches it — frame the worry as a common search so the format itself removes the shame
- 3Non-explicit visual keeps it feed-safe — handle a sensitive topic with an abstract visual so the ad stays safe to run anywhere
A dermatologist answers the objection
Hims lets a credentialed expert carry the trust. Copy these:
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hims We’re back with board-certified dermatologist Dr. Knox Beasley to bust another #hairloss myth. 🤝 This time we’re covering a question that SO many of our customers are wondering: Once you start a hair loss treatment, do you have to take it for the rest of your life? If you’re ready to do something about unwanted hair loss, head to the link in our bio to peep all the different solutions Hims has to offer.
- 1Named, credentialed dermatologist on camera — put a real, named expert on screen so authority does the selling a brand voice can't
- 2Myth-busting format answers the key objection — use a fact-or-fiction format to answer the exact doubt that stops people buying
- 3Plain education style, no overt selling — keep it plain talking-head teaching so it reads as genuine help, building trust before any ask
A product launch as news
Hims introduces a regulated product as editorial news. What to copy:
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New: Meet the Wegovy® Pill
- 1Subject frames the product as news — lead the subject with 'New' so it reads as an announcement worth opening now, not a discount
- 2Body leads with education over the offer — open the body teaching the reader so a considered decision feels informed, not pushed
What you can steal from Hims
- If your product touches an awkward problem, lead by normalising it.
- Design signals trust. For health and considered buys, calm beats loud.
- Reduce the steps to start. Ease is the offer.
- Use email to hold a nervous buyer through the first purchase.
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