Is Hims & Hers Woke?

Company Overview

Hims & Hers Health, Inc. (NYSE: HIMS) is a San Francisco-based, publicly traded telehealth company founded in 2017 by co-founder and CEO Andrew Dudum. Its direct-to-consumer platform connects customers with licensed providers and mail-order prescriptions across sexual health, hair loss, dermatology, mental health, weight loss, and primary care. The company has scaled rapidly: full-year 2024 revenue reached roughly $1.48 billion, up 69% year-over-year, with net income of about $126 million and 2.2 million subscribers, a 45% jump. Management guided 2025 revenue to $2.3–$2.4 billion. Much of that growth has come from weight-loss offerings, including compounded GLP-1 medications marketed as lower-cost alternatives to branded drugs like Ozempic and Wegovy.

Hims & Hers positions itself around a mission of “democratizing” healthcare access and affordability. For values-minded conservative shoppers, the company sits squarely in the middle of the spectrum: it is a commercially driven healthcare business rather than an aggressive culture-war brand, but it has embraced progressive-coded marketing and social positioning that some customers will weigh carefully.

ESG & Sustainability

As an NYSE-listed company, Hims & Hers carries the standard slate of ESG (Environmental, Social, and Governance) disclosures required of public companies. Its SEC filings reference ESG matters—including climate change, human capital, and diversity—primarily as areas of emerging law and regulatory risk rather than as a platform for high-profile activism. Unlike some large consumer brands, Hims & Hers has not built its identity around environmental campaigning, aggressive net-zero pledges, or politically charged sustainability messaging.

In short, the company’s ESG footprint is conventional for a growth-stage telehealth firm: disclosure-oriented and investor-facing, not crusading. Conservatives skeptical of ESG-driven capital allocation will find little evidence that Hims & Hers is steering the business around ideological environmental goals, though it does participate in the broader ESG-reporting framework that many on the right view with caution.

DEI Programs

Hims & Hers maintains diversity, equity, and inclusion (DEI) positioning consistent with a coastal, venture-backed technology company. Its most recent annual report, filed in February 2025, states that the company prioritizes hiring team members with “a diversity of lived experiences,” reflecting an inclusive-hiring philosophy woven into its human-capital approach. This is language of intent and culture rather than the more contentious tools—quotas or compensation tied to demographic targets—that have drawn the sharpest criticism elsewhere.

Notably, during the 2025 wave of corporate DEI retreats—when companies such as IBM, Bank of America, Citigroup, and UnitedHealth Group renamed programs, dropped diversity language, or exited external surveys amid federal executive-order pressure—Hims & Hers did not surface on prominent rollback lists, and its early-2025 filing retained diversity-oriented language. In other words, the company appears to have quietly kept its inclusion posture rather than publicly rebranding or dismantling it. Conservative shoppers should read this honestly: Hims & Hers has neither loudly amplified DEI nor visibly walked it back, placing it in the muted middle rather than at either extreme.

LGBTQ+ Advocacy

This is the area most likely to give values-based conservative customers pause. In 2022, Hims & Hers served as the exclusive telehealth sponsor of the “No Gorge” Pride Tour, partnering with drag performers Violet Chachki and Gottmik on a campaign to destigmatize mental health and hair loss. As part of that effort, the company partnered with The Trevor Project—an LGBTQ youth suicide-prevention organization—providing free therapy access through its platform to select Trevor Project volunteer crisis counselors.

The company has continued LGBTQ-inclusive marketing since. That said, its advocacy has centered on high-visibility Pride-season activations and a nonprofit partnership rather than sustained political lobbying on gender or sexuality issues. No public Human Rights Campaign Corporate Equality Index (CEI) score was identified for Hims & Hers, meaning the company has not pursued or earned the formal HRC rating that many activist-aligned corporations tout. For conservative consumers, the drag-partnership and Trevor Project support are the clearest signals of the brand’s cultural lean, even if they are now several years old.

Political Activity

Hims & Hers has registered a corporate political action committee (PAC) with the Federal Election Commission, though its giving footprint is modest and not marked by the heavy, one-sided partisan contributions seen at some larger corporations. No notable pattern of major left-leaning PAC spending, and no CEO Action for Diversity & Inclusion signatory status, was identified.

The most significant political flashpoint has been personal rather than corporate. In May 2024, CEO Andrew Dudum publicly praised anti-Israel campus protesters and said he and other executives were “eager” to hire them. The remarks drew swift backlash, and the company’s stock reportedly shed roughly $210 million in value in a single day before Dudum issued a clarification walking back the comments. These were the chief executive’s individual statements, not an official company policy, but they contributed to a perception among some observers that leadership tilts activist. Conservative shoppers uncomfortable with executives injecting contested geopolitical positions into a healthcare brand may factor this in.

Consumer Impact

Beyond culture-war questions, Hims & Hers has drawn scrutiny that cuts across the political spectrum. Its 2025 Super Bowl ad, “Sick of the System,” promoted compounded GLP-1 weight-loss medications while attacking “Big Pharma’s price-gouging,” junk-food giants, and the healthcare system. The spot drove a reported 650% traffic spike but drew bipartisan criticism—from lawmakers, medical experts, and patient-advocacy groups—who alleged the advertising was “deceptive” and downplayed that compounded drugs lack FDA-required safety labeling. It is worth noting these are allegations from critics; the company defended the ad as raising awareness about access and affordability.

The controversy escalated when Novo Nordisk, maker of Wegovy, terminated a short-lived June 2025 partnership, publicly accusing Hims & Hers of “illegal mass compounding and deceptive marketing” that put patient safety at risk. Hims & Hers shares fell roughly 30% on the news. These disputes are commercial and safety-oriented rather than ideological, but they speak to transparency and trust—values that matter to conservative consumers.

The bottom line for values-based shoppers: Hims & Hers is a mid-range brand. It has embraced Pride partnerships, drag-performer marketing, and Trevor Project support, and its leadership has waded into contested politics—reasons some conservatives will hesitate. Yet it has avoided the most aggressive DEI machinery, carries no HRC rating, and has largely kept its social positioning subdued in recent years. Shoppers can weigh the company’s cultural signals alongside the separate, and arguably larger, questions about its marketing honesty and product transparency.