The main Hims competitors in 2026 are Ro (Roman and Rory), Keeps and Nurx (both under Thirty Madison), Henry Meds, Noom Med, LifeMD (with Rex MD and Nava MD), and Found. None of them matches Hims & Hers on every category at once. Ro is the closest full-portfolio rival. The rest win by going deep in one or two verticals: hair loss, birth control, GLP-1 weight loss, hormones, or insurance-covered weight care.
That pattern is the useful part for founders. Hims reported roughly $2.35 billion in 2025 revenue and about 2.5 million subscribers in its full-year results, so nobody out-spends it on brand awareness. The companies that compete well pick a narrower patient, a sharper community, or deeper clinical programming, and they avoid building Hims-scale infrastructure to do it. This guide maps the competitive landscape as of September 2026, then explains how a new brand can compete by launching on white-label telehealth infrastructure instead.
Competitor details below come from public company pages, filings, and press coverage as of September 2026. Offerings change often, so verify before you rely on any single line.
Key takeaways
- As of September 2026, Ro is the most direct full-portfolio Hims competitor, covering men's health, women's health, and GLP-1 weight management under the Roman and Rory brands.
- Most other Hims competitors are specialists: Keeps in men's hair loss, Nurx in birth control and sexual health, Found in insurance-friendly weight care, and Henry Meds in low-cost weight loss and hormone programs.
- Hims & Hers keeps widening its footprint, adding menopause care, testosterone treatment, lab testing, and international markets through its Eucalyptus acquisition, which makes a head-on horizontal challenge harder every year.
- New brands compete with Hims through niche focus, community, and vertical depth, not by matching its marketing budget or building their own clinical and pharmacy stack.
- White-label telehealth infrastructure lets a founder launch a branded clinic with licensed providers, e-prescribing, and pharmacy fulfillment already in place, so capital goes to acquisition and brand instead of capex.
Who are the main Hims competitors in 2026?
Here is the short list, grouped by how each company competes.
Ro (Roman and Rory). Ro is the Hims competitor most often compared head-to-head. It runs Roman for men's health (ED, hair loss, testosterone, weight loss) and Rory for women's health (hormones, menopause, weight loss), plus its Ro Body GLP-1 weight management program. If you are searching for "ro competitors," the answer is mostly the same list as this one, with Hims at the top.
Keeps. Keeps is a men's hair loss brand owned by Thirty Madison. It sells prescription finasteride and minoxidil, and it has expanded somewhat into sexual health. Its edge is focus: the message is simple and the category is narrow.
Nurx. Nurx, which merged with Thirty Madison in 2022, started in birth control and expanded into STI home testing, PrEP, acne and skin care, migraine, and mental health medication. It competes mainly with Hers on women's and sexual health.
Henry Meds. Henry Meds is a cash-pay telehealth company focused on weight management (including compounded GLP-1 options where permitted), testosterone therapy, women's hormone therapy, and ED. It competes on price and simplicity.
Noom Med. Noom's prescribing arm pairs GLP-1 prescriptions with the behavior-change app Noom built its brand on. As of mid-2026 its menu included compounded and branded GLP-1 options. It competes with Hims weight loss on the coaching and habit layer rather than on breadth.
LifeMD. LifeMD is a publicly traded, 50-state direct-to-patient telehealth company with virtual primary care plus a portfolio of brands: Rex MD (men's health), Nava MD (women's health), and Shapiro MD (hair loss). In 2025 it announced self-pay access arrangements for branded GLP-1s, including Zepbound and Wegovy.
Found. Found is a medical weight care program known for working with insurance carriers and for a broader toolkit than GLP-1s alone, with coaching bundled into membership. It competes for patients who want weight care that feels like a clinical program, not a prescription checkout.
Beyond these, Hims also competes with Maven Clinic in fertility and family health, with large virtual care players such as Teladoc, and with retail pharmacy telehealth offerings. Those overlap in places but are not built around a DTC subscription model.
How do Hims competitors compare by category?
This table shows which categories each company offers based on public information as of September 2026. A checkmark means the category appears in the company's current public offering; a dash means it is not a focus or we could not confirm it. It is not a quality ranking.
| Company | Weight loss / GLP-1 | ED / sexual health | Hair loss | Testosterone / men's hormones | Menopause / women's hormones | Birth control | Skin / derm | Primary care | Insurance accepted |
|---|---|---|---|---|---|---|---|---|---|
| Hims & Hers | ✓ | ✓ | ✓ | ✓ | ✓ | ✓ | ✓ | – | – |
| Ro (Roman / Rory) | ✓ | ✓ | ✓ | ✓ | ✓ | ✓ | ✓ | – | – |
| Keeps | – | ✓ | ✓ | – | – | – | – | – | – |
| Nurx | – | ✓ | – | – | – | ✓ | ✓ | – | Some services |
| Henry Meds | ✓ | ✓ | – | ✓ | ✓ | – | – | – | – |
| Noom Med | ✓ | – | – | – | – | – | – | – | – |
| LifeMD (+ Rex MD, Nava MD) | ✓ | ✓ | ✓ | ✓ | ✓ | – | ✓ | ✓ | Some services |
| Found | ✓ | – | – | – | – | – | – | – | ✓ |
Two things jump out. First, only Ro and LifeMD attempt Hims-style breadth, and both are large, well-funded companies. Second, every other brand on the list built a real business with one or two categories. That is the template most new entrants should copy.
What makes Hims hard to compete with?
It helps to be precise about the moat before you try to route around it.
Scale of spend and subscribers. In its full-year 2025 results, Hims & Hers reported about $2.35 billion in revenue, up 59% year over year, and about 2.5 million subscribers. That funds national TV, sports sponsorships, and paid social at a level a startup cannot match.
Category expansion. In 2025 Hers launched a menopause and perimenopause specialty, and Hims launched low testosterone treatment plans. The company also added at-home lab testing, and in 2026 it completed its acquisition of Eucalyptus, extending its reach in markets including Australia, the UK, Germany, Canada, and Japan.
Vertical integration. Hims has invested in in-house pharmacy and fulfillment operations over several years. Owning more of the stack can lower unit costs at scale, but it takes years and substantial capital to build.
Regulatory exposure, too. Scale cuts both ways. Hims has been a visible target in the compounded GLP-1 debate: the FDA sent it a warning letter about advertising claims in September 2025, and in 2026 the agency issued further warning letters to dozens of telehealth companies over compounded GLP-1 marketing. As of September 2026, rules on compounding and drug advertising keep shifting, and any brand in weight loss needs a compliance posture that can move with them. This is general information, not legal or medical advice.
The takeaway: you will not beat Hims at being Hims. You can beat it for a specific patient.
How can a new telehealth brand compete with Hims?
Every successful Hims competitor above uses some mix of three levers.
1. Niche: own one patient, not ten categories
Keeps won on men's hair loss. Nurx won on birth control. Found won on insurance-covered weight care. A narrow focus lets you speak to one patient in their own language, rank for long-tail searches Hims does not prioritize, and build clinical protocols that feel tailored instead of generic.
Good niches in 2026 tend to combine a clear patient identity with an underserved clinical need: perimenopause for women in specific professions, TRT for endurance athletes, GLP-1 programs built around a particular diet or culture, or hair and skin care for a specific demographic. If men's health is your angle, our guide to starting a men's health brand walks through the category choices.
2. Community: be the brand patients talk about
Hims sells to millions, which makes it hard to feel personal. Smaller brands can build community into the product: cohort-based programs, founder-led content, creator partnerships, and in-person events. Noom's move toward behavior support around GLP-1s shows how much value sits in the layer around the prescription. Community also improves retention, which matters more than acquisition cost once you are past launch.
3. Vertical depth: go further clinically than a generalist will
Depth means more than a longer product list. It means better intake questions for your patient, lab-guided protocols where appropriate, faster follow-ups, and care plans that adjust over time. A brand that is the best place for one condition can charge fairly and keep patients longer than a generalist competing on price.
Why white-label infrastructure instead of Hims-scale capex?
Every brand in the table needs the same plumbing: licensed providers in each state, compliant intake, e-prescribing, pharmacy routing, a HIPAA-compliant record system, and a structure that respects corporate practice of medicine rules. Building that in-house means hiring clinicians and a medical director, contracting pharmacies state by state, and engineering an EHR-grade system before the first patient arrives.
White-label telehealth infrastructure flips that model. You own the brand, the customer relationship, and the marketing. The infrastructure partner provides the medical, regulatory, and pharmacy layer through licensed providers. If you are new to the model, start with our white-label telehealth platform guide, then compare vendors in our roundup of the best white-label telehealth platforms.
Here is how the two paths compare for a new brand:
| Build in-house (Hims-style) | Launch on white-label infrastructure | |
|---|---|---|
| Provider network | Recruit, license, and credential per state | Use an existing multi-state network |
| Pharmacy | Negotiate and integrate partners yourself | Routed through the partner's pharmacy network |
| Technology | Build intake, EHR, e-prescribing, audit trails | Branded clinic or API/SDK integration |
| Compliance structure | Design MSO/PC structure with counsel | Partner model built around it; still review with counsel |
| Time to launch | Typically many months | Typically much faster |
| Where capital goes | Infrastructure and headcount | Brand, community, and acquisition |
For a realistic budget, see our breakdown of the cost to start a telehealth business. If you are not a clinician, the structural question (who employs the providers and who owns what) is covered in our MSO model compliance guide.
What should you check before choosing a platform to compete in this market?
- Category coverage. Does the partner support your vertical today, including the specific medications and protocols you plan to offer?
- State coverage. Can you launch nationally, or only in some states?
- Pharmacy network. Is fulfillment routed through a certified pharmacy network, and how are compounding rule changes handled?
- Brand control. Is the patient experience fully white-labeled, from intake to follow-up messages?
- Developer surface. If you already have an app or community, can you integrate telehealth through an API instead of sending patients to a separate site?
- Compliance posture. HIPAA with a signed BAA, audit trails, and clear responsibility for prescribing decisions.
Frequently asked questions
Who are Hims' biggest competitors?
As of September 2026, the most direct Hims competitor is Ro, which covers men's health, women's health, and GLP-1 weight management through Roman, Rory, and Ro Body. LifeMD also offers broad coverage through its brand portfolio. Specialists such as Keeps, Nurx, Henry Meds, Noom Med, and Found compete in specific categories.
Is Ro better than Hims?
Neither is objectively better; they overlap heavily in ED, hair loss, weight loss, and women's health. Differences come down to pricing, specific medications offered, program design, and user experience, all of which change often. Patients should compare current offerings and talk with a licensed provider about what fits them.
Which Hims competitors accept insurance?
Most DTC telehealth brands, including Hims, are primarily cash-pay. Found is known for working with insurance carriers for weight care, and LifeMD and Nurx accept insurance for some services. Coverage depends on the plan and service, so check directly with each company.
Can a new brand realistically compete with Hims & Hers?
Yes, if it does not try to compete everywhere. Keeps, Nurx, Found, and Henry Meds all built meaningful businesses by focusing on one patient or category. A new brand can do the same with a clear niche, community, and clinical depth, while using white-label infrastructure to avoid building providers, pharmacy, and technology from scratch.
What infrastructure do you need to launch a Hims-style telehealth brand?
You need licensed providers in each state you serve, a compliant medical intake, e-prescribing, pharmacy fulfillment, HIPAA-compliant records, and a corporate structure that respects corporate practice of medicine rules. A white-label telehealth platform provides most of this so the founder can focus on brand and growth. This is general information, not legal advice.
Compete on brand, not on infrastructure
MyOrbitHealth is the white-label telehealth infrastructure behind brands that want to compete in categories like weight loss, TRT, women's health, hair, and skin, without building a clinical stack first. You control the brand; OrbitOS, Orbit Intake, OrbitRx, and a network of 2,400+ board-certified providers across 38+ specialties in all 50 states power the medicine, with average provider response under six minutes during business hours. Launch as a fully hosted branded clinic, or integrate through our REST API and React SDK. Book a demo to map out your niche and launch plan.