If you’ve visited Apostrophe’s website recently or received a shutdown notice in your inbox, you’re not imagining things. The brand is gone. This article explains exactly what happened, why Hims & Hers made this call, what it means if you were a customer, and clears up confusion about other companies that share the Apostrophe name.
Apostrophe the Skincare Brand Is Closed — Here Are the Facts
Yes, Apostrophe is out of business. The teledermatology brand was officially discontinued on March 7, 2025. All subscriptions were canceled on that date, and the platform has since been disabled.
This isn’t a rumor or a rebranding. Apostrophe’s LinkedIn page explicitly states “Discontinued on March 7, 2025.” The brand’s Instagram account posted a similar notice. Apostrophe’s website published a formal shutdown notice confirming that services had ended and all subscriptions were canceled. CB Insights also records the company as having ceased operations in March 2025.
To be clear: this is a permanent shutdown of the Apostrophe brand, not a temporary pause, not a website glitch, and not a merger where the name continues under a new owner.
What Apostrophe Was Before It Closed
Apostrophe didn’t start as Apostrophe. The company was originally founded in 2012 under the name YoDerm, based in Oakland, California. It was a teledermatology platform — meaning patients could consult with licensed providers online and receive prescription treatments shipped directly to their door.
The treatments covered common skin concerns like acne, rosacea, and dark spots. Everything was personalized based on what a provider assessed remotely. It was part of the same wave of direct-to-consumer healthcare startups that included companies like Curology — brands built around convenience, subscriptions, and skipping the in-person dermatologist visit.
In 2021, Hims & Hers Health acquired Apostrophe in a nine-figure all-cash-and-stock deal. Different sources put the price between $131 million and $190 million, so the exact number is disputed — but it was a significant acquisition. After the deal closed, Apostrophe continued to run as its own brand within the Hims & Hers portfolio.
That arrangement lasted just under four years before Hims & Hers pulled the plug.
Why Hims & Hers Shut Down Apostrophe
The official explanation from Hims & Hers was straightforward: they wanted to “streamline dermatology offerings into a unified experience” under the main Hims & Hers brand. In plain terms, they decided running two separate dermatology brands wasn’t worth it.
Think about what operating two brands actually means in practice. You need two websites, two marketing budgets, two customer support teams, two sets of software systems, and two separate brand identities to maintain. When both brands are doing essentially the same thing — online skin treatment and prescription delivery — the overlap gets expensive fast.
A useful comparison: when a large consumer goods company acquires a smaller shampoo brand, they sometimes use the acquired product formulas for a while, then eventually retire the smaller brand name and sell everything under one label. It’s not a sign that the shampoo failed. It’s a cost and strategy decision. That’s functionally what happened here.
Media coverage also connects the timing to broader pressure on Hims & Hers as a business. The company has been heavily focused on high-growth areas like GLP-1 weight-loss medications, and its stock has experienced volatility tied to FDA decisions in that space. Consolidating overlapping units is one way to show investors that management is cutting unnecessary costs and staying focused.
Importantly, this is not a bankruptcy. Hims & Hers is still operating. The Apostrophe brand is gone, but the clinical knowledge and technology that Apostrophe brought into the company is likely still being used — just under a different name.
What Happens to Existing Apostrophe Customers
If you were an Apostrophe subscriber, here’s what the shutdown means for you practically.
After March 7, 2025, customers were given approximately 30 days to access their accounts, view their treatment history, and communicate with their provider teams before the platform was fully disabled. If you’re reading this past that window, it’s safe to assume your account access is no longer available.
If you’re still within that window or just learning about this now, here’s what you should do:
- Download your treatment history and prescription details. Save any records you can access before the platform closes completely.
- Note your medication names and dosages. If you were using a specific prescription formula, write down exactly what it was so you can discuss it with a new provider.
- Contact your pharmacy if your prescriptions were sent there directly — they may have records on file.
Where to Go After Apostrophe
The most direct option is transitioning to Hims & Hers’ main platform. Since Apostrophe’s capabilities are being absorbed there, the company is encouraging former customers to continue care through their flagship service. You can sign up at forhims.com or forhers.com depending on the products you need.
If you’d rather go elsewhere, there are other teledermatology options:
- Curology — one of the original direct-to-consumer prescription skincare brands, still active and offering personalized acne and anti-aging treatments.
- Dermatologist visit — if your skin concern is serious or hasn’t responded to online treatments, an in-person dermatologist can review your case and continue or adjust your prescription plan.
- Your primary care doctor — for straightforward acne or rosacea cases, a PCP can often prescribe topical or oral treatments and refer you to a specialist if needed.
Whatever you choose, bring as much documentation as possible from your Apostrophe treatment history. It saves time and helps the new provider understand what’s already been tried.
Does This Mean Hims & Hers Is in Trouble?
This is a fair question, and the answer is no — not based on what’s been reported. Hims & Hers shutting down Apostrophe is a brand consolidation decision, not a sign that the parent company is collapsing. They’re still taking on new customers, still growing their weight-loss drug business, and still publicly traded.
The Apostrophe shutdown is more like a large tech company acquiring a startup, integrating the useful parts, and then shutting down the startup’s standalone website and branding. The startup “goes out of business” in the sense that the brand disappears — but the people, the technology, and the products often continue under a different roof.
For a broader look at how companies navigate these kinds of brand and business strategy decisions, SlideJournal covers business trends and corporate moves worth following.
Don’t Confuse This With Other Companies Named Apostrophe
There are several unrelated businesses using the Apostrophe name, and none of them are closing.
- Apostrophe Health (apostrophe.health) — a healthcare savings platform for self-insured employers, based in Denver. Still active.
- Apostrophe B.V. — an accountancy and consulting firm operating in the Netherlands. Still active.
- L’APOSTROPHE — a retail books and office supply business in Belgium with no signs of financial trouble. Still active.
- Apostrophe AI — a startup building AI agent tools for customer service and sales. Still active.
The closure applies only to the Hims & Hers teledermatology brand — the one that was originally founded as YoDerm in Oakland and operated at apostrophe.com. If someone tells you “Apostrophe is going out of business,” that’s the specific company they mean.
What This Tells Us About the Teledermatology Market
Apostrophe’s shutdown is a small signal in a larger pattern. The direct-to-consumer skincare and telehealth space grew fast during the early 2020s, and competition got crowded. When multiple brands are offering nearly identical services — online consultations, prescription creams, monthly subscriptions — smaller players either get acquired or absorbed.
Running niche sub-brands gets expensive when growth slows. Hims & Hers looked at two dermatology brands and decided one was enough. That’s a practical business call, even if it leaves current customers in an uncomfortable position.
For customers affected, the disruption is real — changing providers mid-treatment is annoying at best and disruptive at worst. But the services Apostrophe offered are still available elsewhere, including through the company that acquired it in the first place.
The Bottom Line
Apostrophe the teledermatology brand is permanently closed as of March 7, 2025. Hims & Hers made a deliberate decision to consolidate its skincare offerings and retire the Apostrophe brand. This is not a bankruptcy, not a scandal, and not a shutdown of Hims & Hers itself.
If you were a customer, download your records now if you still have access, and move your care to another provider — whether that’s Hims & Hers directly, Curology, or a local dermatologist. If you heard “Apostrophe is closing” and wondered whether it affected a different company by the same name, it doesn’t.
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