Hims & Hers says its first-ever gummy prescription is driving a high adherence rate

Expect prescription drugs to look and feel more like CPG brands as they adopt form factors like gummies and packaging like luxe glass jars to appeal to wellness-focused customers.

When Hims & Hers launched the Biotin + Minoxidil Gummy for hair growth back in June 2025, it was the company’s first-ever attempt at a prescription gummy product. Dan Kenger, chief design officer, said it’s part of the company’s larger strategy to differentiate itself from other prescription drug providers by offering a more contemporary look and feel.

“A big core of what we do is taking what’s happening in other industries and bringing it to pharma,” he said. “I think that’s one of our superpowers because we deal with familiar form factors from non-pharmaceutical spaces, and bring them here.” Continue reading this article on modernretail.co . Sign up for Modern Retail newsletters to get the latest on the shifting dynamics between retail’s old and new guards.