Hims is a new brand aimed at men's wellness that appeals to less conventional notions of masculinity

According to a report by Allied Market Research, the global personal care market for men is expected to garner $166 billion by 2022. The rise of disposable income coupled with changing lifestyles and views of masculinity has resulted in an increased demand for mens personal care products. Hims, a new men’s wellness startup is hoping to capitalize on this growing market with products in four key categories: hair loss, sex, skin and merchandise.

The branding of Hims is far from the type of branding associated with well known brands such as Axe and Gillette that are geared towards a male audience. Instead of relying on well worn tropes of masculinity, the Hims brand appears much more gender neutral. A clean visual system is coupled with upbeat, friendly photography and a witty brand voice that communicates more openly than male focused brands in their space.

According to the Hims website, only 1 in 10 men feel comfortable talking to their doctor about their looks and health. In response to this the website gives men a space to research and learn about male health issues, such as hair loss and sex, which they might not have the space or ability to ask about in person.

Hims aligns well with millennial men who are reinventing masculinity. Today, according to research by YouGov, less than a third of men aged 18 to 29 report feeling “completely masculine,” compared with 65% of baby boomers. The masculinity modeled and in many cases revered by older generations—by which men shouldn’t express emotion, be sensitive or show vulnerability—is fading. The Hims brand is clearly aware of this shift and is presenting itself to its audience in a way that invites discussion about men’s health.

Hims

According to a report by Allied Market Research, the global personal care market for men is expected to garner $166 billion by 2022. The rise of disposable income coupled with changing lifestyles and views of masculinity has resulted in an increased demand for mens personal care products. Hims, a new men’s wellness startup is hoping to capitalize on this growing market with products in four key categories: hair loss, sex, skin and merchandise.

The branding of Hims is far from the type of branding associated with well known brands such as Axe and Gillette that are geared towards a male audience. Instead of relying on well worn tropes of masculinity, the Hims brand appears much more gender neutral. A clean visual system is coupled with upbeat, friendly photography and a witty brand voice that communicates more openly than male focused brands in their space.