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ndrew Dudum knows this story all too well af- ter having an embarrass- ing conversation with his younger sister one night, who boisterously pointed out his skin imperfections. She hijacked his credit card and had him invest in well-known (and rather expensive) women's skincare products that he admittedly had no idea what to do with but she ensured would pro- vide him with the help he needed. is moment led to an awakening of sorts for Dudum, who wasn't all too pleased with the idea of walking into a Sephora to make his purchases. He invented his own personal care platform, Hims, an online grooming and wellness site for men only. Compared to Goop or Glossier (but for men, and backed by doctors), Hims markets themselves as a "one-stop shop for accessing advice, medical care, and products for everything from hair loss and erectile dysfunction, to acne and other issues guys face." e aim is at accessibility—making products afford- able, as well as offering the same re- sources and advice as a women's beauty site would. ey're also hoping that Hims is the first step towards making healthcare, overall, more affordable and accessi- ble by allowing Hims users the ability to communicate with board-certified physicians via their smartphone or computer. If you find yourself interest- ed in one of their products that does require a prescription, Hims will match you with a doctor who has the ability to evaluate whether or not the treatment will be right for you and spare you the pharmacy lines. For the customers who think that a bar of soap is the extent of their daily routine, Hims is quick to refute that those suds are not enough to help with things like aging and acne. Currently, guys can purchase products such as Goodnight Wrinkle Cream, e Acne Kit, Everyday Moisturizer and Morn- ing Glow Serum that their wesbite calls "powerful and stupid simple" to use. If you're a millennial male who's not afraid to confront the topic of balding, Hims sells shampoo, conditioner and edible gummies with ingredients that help reduce hair loss, alongside a pre- scription and non-prescription hair kit. Under the "well-being" tab, men can find flavorful vitamins that range from helping you to get a better night's sleep to boosting your immune system, supporting heart health or strengthen- ing hair, skin and nails. Most recently Hims rolled out Propranolol tablets—a beta-blocker that can control anxiety. ey're also not afraid to go there when it comes to sex, even offering a generic version of Viagra. With the seemingly overnight suc- cess of Hims, the brand also launched Hers for women. e main difference being that Hers doesn't tell women what they need (because we already know that) but takes the guesswork out of finding products that are reputable and effective. e work that Hims is do- ing benefits the majority of males who find talking about issues like acne, ag- ing, sexual health and hair thinning too uncomfortable. at being said, Hims' goal is to do away with the stigma sur- rounding men's wellness and shine a light upon those aspects that give men fear or anxiety. It's about helping men understand what they need and show- ing them it's not weird to care. V U E N J . C O M 66

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