---
title: Hims & Hers - Definition & Examples | RGM® Glossary
url: https://realgrowthmatters.com/glossary/hims-and-hers/
updated: 2026-06-10
source_html: https://realgrowthmatters.com/glossary/hims-and-hers/
---

Growth Glossary — Definition

SHT HIMS-AND-HERS

# Hims & Hers

Hims & Hers case study: how Andrew Dudum scaled telehealth DTC from hair-loss to a multi-vertical $1B+ revenue public company.

Hims & Hers case study: how Andrew Dudum scaled telehealth DTC from hair-loss to a multi-vertical $1B+ revenue public company.

Term
:   Hims & Hers

Field
:   Learn Case Studies

Category
:   Marketing

## A working definition

Look at it this way.Hims & Hers means a marketing concept. The value is in a shared, precise definition, not in knowing the word.

Hims & Hers case study: how Andrew Dudum scaled telehealth DTC from hair-loss to a multi-vertical $1B+ revenue public company.

In Marketing, Hims & Hers names a marketing concept. Pin the meaning down early and the strategy stays coherent.

## How it operates

One idea, plainly put.Hims & Hers is no fixed dial. How it behaves depends on your audience, your channel mix, and the strategy around it.

Think of Hims & Hers as context-bound. A small shop reads it simply; an enterprise reads it with more nuance. That is normal -- Hims & Hers is shaped by audience and channel mix. Read Hims & Hers without care and the plan wobbles; be precise and the read holds.

The working rule is plain. Agree what Hims & Hers covers first, then act on it. Skip that order and Hims & Hers loses its shared meaning, and two teams end up measuring two different things. Look at it this way.

## When teams use it

Look at it this way.Hims & Hers earns attention at three moments: setting budget, choosing a metric, comparing options. Away from those, it waits.

Hims & Hers matters at the point of a decision. In marketing, three moments come up again and again. Outside them, Hims & Hers is reference material.

1. **Setting budget.** Hims & Hers helps decide which channel gets the next dollar.
2. **Choosing a metric.** Hims & Hers flags whether the number you report is causal.
3. **Comparing options.** Hims & Hers keeps a head-to-head from fooling the reader.

## Worked example

Worth a slow read.Below, Hims & Hers is put inside a Liquid Death setting -- real trade-offs, a clear baseline, and a figure to test it.

Look at Liquid Death. In a brand-voice overhaul, Hims & Hers drove the decision rather than sitting in a footnote. A baseline came first, then a single agreed meaning of Hims & Hers, then the read: earned-media value tripled year over year.

Worked example for Hims & Hers -- illustrative figures, RGM analysis

| Stage | The step taken | Why it mattered |
| Baseline | Took a before reading on Hims & Hers. | A reference to judge against. |
| Define | Agreed a single definition of Hims & Hers. | No room for scope drift. |
| Act | A brand-voice overhaul — one variable. | One change, a clean read. |
| Result | Earned-media value tripled year over year | A decision the data earned. |

These Hims & Hers numbers are illustrative -- RGM analysis. The structure travels; the specific figures do not.

## Common mistakes

Worth a slow read.Teams slip on Hims & Hers in four familiar ways. Each makes a soft assumption look like a precise number.

- **One-size thinking.** Using Hims & Hers flat across every segment. The right cut differs by channel and margin.
- **No anchor.** Quoting Hims & Hers without a starting point. Always pair it with a baseline.
- **Wrong target.** Treating Hims & Hers as the goal. The goal is the outcome it predicts.
- **Apples to oranges.** Comparing Hims & Hers across firms raw. Adjust for pricing and cycle before you read it.

## Quick answers

What is Hims & Hers?

Hims & Hers case study: how Andrew Dudum scaled telehealth DTC from hair-loss to a multi-vertical $1B+ revenue public company. Agree the scope of Hims & Hers before the planning starts.

Why does Hims & Hers matter?

Hims & Hers shows up in budget reviews and channel reporting. Use it loosely and teams pull apart; use it precisely and the numbers line up.

How do teams use Hims & Hers?

Hims & Hers informs a decision -- most often a budget, a metric choice, or a comparison. The Liquid Death example above shows the pattern.

What is the most common mistake with Hims & Hers?

Treating Hims & Hers as one blanket rule and reporting it with no baseline. Both hide a soft assumption.

Where can I go deeper on Hims & Hers?

Browse the related terms below, then dig into performance marketing fundamentals, plus marketing attribution models.

What is Hims & Hers?
:   Hims & Hers case study: how Andrew Dudum scaled telehealth DTC from hair-loss to a multi-vertical $1B+ revenue public company. Agree the scope of Hims & Hers before the planning starts.

Why does Hims & Hers matter?
:   Hims & Hers shows up in budget reviews and channel reporting. Use it loosely and teams pull apart; use it precisely and the numbers line up.

How do teams use Hims & Hers?
:   Hims & Hers informs a decision -- most often a budget, a metric choice, or a comparison. The Liquid Death example above shows the pattern.

### Related guides

### Related terms