National Advertising Division Finds Hims & Hers Has Support for Combination Efficacy Message; Recommends Modification or Discontinuance of Other Claims
In a challenge brought by Kenvue Inc., BBB National Programs’ National Advertising Division determined that Hims & Hers
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New York, NY, Aug. 24, 2026 (GLOBE NEWSWIRE) — In a challenge brought by Kenvue Inc., BBB National Programs’ National Advertising Division determined that Hims & Hers Health, Inc. provided a reasonable basis for its comparative efficacy claim. However, the National Advertising Division (NAD) recommended that it modify or discontinue other claims regarding doctor-trusted ingredients, dermatologist recommendations, safety and side effects.
Kenvue and Hims & Hers compete in the market for hair-loss and hair-regrowth treatments. Kenvue challenged express and implied claims made by Hims & Hers for compounded topical hair-loss products, including Hims Topical Finasteride & Minoxidil Spray, Hims Topical Finasteride & Minoxidil Serum, Hers Postmenopausal Hair Loss Spray, and Hers Hair Blends Postmeno Serum.
Kenvue challenged claims regarding doctor trust and dermatologist recommendations, comparative efficacy, safety, and side effects, as well as the adequacy of material risk disclosures.
Doctor-Trusted and Dermatologist-Recommended Claims
As support for the doctor-trusted claims, Hims provided confidential results of a survey of 250 independent dermatologists. NAD determined that the Hims survey was sufficient to support certain carefully qualified claims about the level of dermatologist trust reported for particular ingredients, ingredient combinations, and patient populations. However, NAD found that the survey results are not a good fit for the unqualified “doctor-trusted ingredients” claims presented in the challenged advertising.
NAD recommended that Hims & Hers modify its “doctor-trusted ingredients” claims to clearly and conspicuously disclose the relevant survey results, including the reported level of dermatologist trust for particular ingredients, ingredient combinations, and patient populations, or otherwise make the level of support clear.
Additionally, NAD determined that Hims’ dermatologist-trust survey is not a good fit to substantiate a dermatologist-recommended claim and recommended that Hims & Hers discontinue the claim “Hims Hair Hybrids contain a combination of dermatologist-recommended prescription ingredients.”
Comparative Efficacy Claim
NAD found that Hims & Hers had a reasonable basis for the claim, “Finasteride is doctor trusted to give even better results when paired with minoxidil, which helps to kickstart regrowth,” to the extent it conveys that finasteride provides better results when paired with minoxidil than when used alone. However, as there was no evidence that doctors trust finasteride for that reason, NAD recommended that the claim be modified to remove the “doctor trusted” language.
Safety and Side-Effect Claims
Hims represented it modified the claim “The product is a prescription medication used for the treatment of male pattern hair loss (androgenetic alopecia). It is a treatment alternative to oral finasteride that has been shown in research studies to be safe and effective,” so that the “shown in research to be safe and effective” language refers to topical finasteride rather than the challenged product.
NAD recommended that Hims & Hers further modify the claim to clearly identify the subject of the research, the relevant limitations of the evidence, and the distinction between topical finasteride generally and the challenged compounded products to avoid conveying the message that the Hims Spray and Serum have been shown to be safe in clinical studies.
Additionally, NAD recommended that Hims & Hers modify claims identifying the products’ most common side effects to avoid conveying that local scalp reactions are the only material risks, or that the products’ material risks are primarily minor and local. Where necessary, Hims & Hers should clearly and conspicuously identify or direct consumers to material non-local risk categories in close proximity to the claim.
Hims & Hers modified a claim stating that systemic side effects associated with oral finasteride were “not reported” in the studies of topical finasteride,” to state that there have been “very limited reports” of such effects. NAD recommended that Hims further modify the claim to avoid implying that systemic side effects associated with finasteride are immaterial or not relevant to consumers considering topical finasteride products.
NAD further recommended that, to the extent Hims & Hers relies on specific side-effect disclosures to qualify product-benefit or safety claims, the disclosures appear clearly and conspicuously and in close proximity to the triggering claim.
During the proceeding, Hims & Hers permanently discontinued several efficacy, side-effect, and doctor-trusted claims appearing on legacy Hers Spray webpages. NAD will treat the discontinued claims, for compliance purposes, as though NAD recommended they be discontinued.
In its advertiser statement, Hims & Hers Health, Inc. stated that it “voluntarily agrees to comply with NAD’s recommendations.”
All BBB National Programs case decision summaries can be found in the case decision library. For the full text of NAD, NARB, and CARU decisions, subscribe to the online archive. Per NAD/NARB Procedures, this release may not be used for promotional purposes.
About BBB National Programs: BBB National Programs, a non-profit organization, is the home of U.S. independent industry self-regulation, currently operating more than 20 globally recognized programs that have been helping enhance consumer trust in business for more than 50 years. These programs provide third-party accountability and dispute resolution services that address existing and emerging industry issues, create fair competition for businesses, and a better experience for consumers. BBB National Programs continues to evolve its work and grow its impact by providing business guidance and fostering best practices in advertising, child-and-teen-directed marketing, data privacy, dispute resolution, automobile warranty, technology, and emerging areas. To learn more, visit bbbprograms.org.
About the National Advertising Division: The National Advertising Division (NAD) of BBB National Programs provides independent self-regulation and dispute resolution services, guiding the truthfulness of advertising across the U.S. NAD reviews national advertising in all media and its decisions set consistent standards for advertising truth and accuracy, delivering meaningful protection to consumers and creating fair competition for business.
Name: Jennifer Rosenberg Email: press@bbbnp.org Job Title: Media Relations
