The dermatology telehealth platform, which was acquired by Hims last month, is launching its first SPF.
Fresh on the heels of its acquisition by Hims, Apostrophe, the direct-to-consumer acne-oriented skin care brand, is launching its first over-the-counter product, a sunscreen.‘Screen was formulated with acneic skin in mind with the help of the platform’s on-staff dermatologists, said cofounder and chief executive officer Ben Holber. Its applications, however, are universal.
“We’re not trying to make products that are crazy complicated with huge ingredient lists. We want to make new, fundamental, dermatological OTC [products],” Holber said. “They are supposed to work around the most important parts of the regimens, those that are the prescriptions. Our active ingredients include antibiotics, antihormonal ingredients, and a bunch of retinoids to get customized formulas. You’re going to get sunscreens and products that work perfectly with those.
Strategically, the rationale behind going into OTC products was twofold. “From a business standpoint, it allows us to better serve our current customers because it’s a sunscreen we can guarantee front-to-back is great for our patients. However, there is a huge burden for someone to try telemedicine for the first time, you have to do a doctor visit and wait for a prescription. We get to introduce a product to people, which is a much lower hurdle to introduce Apostrophe to folks,” Holber said.
The sunscreen is expected to hit between $1 million and $2 million in sales for its first year on the market, according to industry sources. Executives did not comment on the projection, but Holber was optimistic about the post-acquisition trajectory of Apostrophe. “We’re seeing companies scale up [in telehealth], but we’re still in the early innings,” he said. “With the discretionary income spent on skin care, and visual diagnosis, dermatology is going to be a massive, massive part of that.
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