Data Sources:
- Amazon product & listing data — collected using ScrapeHero Cloud’s Amazon Search Results Scraper
- Revenue figures — sourced from ZoomInfo
- Web traffic statistics — sourced from SEMrush
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Two Brands, Two Very Different Amazon Strategies
Who Is Hims & Hers?
Hims & Hers started in 2017 as a men’s wellness brand, think hair loss treatments and ED medication delivered discreetly to your door. It quickly expanded to women’s health under the “Hers” line, and then kept going, skincare: mental health, weight loss, and more.
Today, it’s one of the largest DTC health brands in the US with $2.2 billion in revenue. On Amazon, that scale shows up clearly, 41 product listings spanning hair care, skincare, and wellness.
What defines Hims & Hers:
- Broad product range across multiple health categories
- Aggressive discounting and promotions to drive volume
- Strong brand visibility through heavy marketing spend
Who Is Curology?
Curology launched in 2014 as a prescription skincare service; customized formulas prescribed by dermatologists, delivered to your door. Over time, it expanded into over-the-counter skincare products now available on Amazon.
Unlike Hims & Hers, Curology keeps its product range deliberately narrow. Its $168.6 million in revenue reflects a brand that isn’t trying to be everything to everyone — it’s trying to be the best at skincare.
What defines Curology:
- Focused, dermatology-backed skincare products
- Premium pricing with minimal discounting
- Strong control over its own Amazon storefront
Hims & Hers vs Curology; What the Amazon Data Actually Shows
Amazon Presence & Catalog Size
The size gap between these two brands on Amazon is immediately obvious.
Hims & Hers has 41 product listings. Curology has 23. But before you read that as Curology falling behind, don’t. Curology’s smaller catalog is a deliberate choice, not a limitation. More on that shortly.
Hims & Hers vs Curology: How Do Their Product Categories Compare on Amazon?
This is where the comparison gets interesting.
Hair care dominates the Hims & Hers catalog. Hair Regrowth Treatments alone account for 13,937 reviews, far more than any other category.
Shampoos and conditioner sets follow behind. So while Hims & Hers does sell skincare on Amazon, it’s not where the brand’s identity or volume lives.
Curology tells a completely different story. Its most-reviewed category is Treatments & Masks with 4,748 reviews, followed by Facial Kits and Creams & Moisturizers.
The bottom line: these two brands barely compete in the same categories on Amazon.
Hims & Hers is fundamentally a hair care brand on the platform. Curology is fundamentally a skincare brand.
The direct head-to-head rivalry most people assume simply doesn’t exist at the product level.
Pricing and Distribution Strategy of Hims & Hers vs Curology
Curology keeps its Amazon presence tightly controlled — and its pricing reflects that.
- Average product price: $25.06 (vs. Hims & Hers at $23.04)
- Average discount offered: just 2.54% (vs. Hims & Hers at 9.58%)
Is Curology Better Than Hims & Hers on Amazon?
The Review Volume vs. Rating Quality Paradox
This is the most revealing tension in the entire dataset.
Hims & Hers has 34,864 total reviews across 41 listings. Curology has 11,634 across 23. A larger catalog naturally attracts more reviews, so the raw volume gap isn’t surprising. What is surprising is the ratings gap.
Curology scores 4.45 out of 5. Hims & Hers sits at 4.16. Despite having fewer products and fewer reviews, Curology’s customers are consistently more satisfied. Curology also has proportionally more 5-star products than Hims & Hers, even with a smaller catalog.
So which brand is “better” on Amazon? It depends on what you’re measuring:
- If it’s reach and volume — Hims & Hers wins decisively
- If it’s customer satisfaction — Curology has the edge
What Makes Hims & Hers Different From Curology on Amazon?
At the surface level, both are DTC health and beauty brands selling on Amazon. But their strategies couldn’t be more different.
Hims & Hers is built for scale — more products, more discounts, more categories. It’s a brand trying to capture as much of the health and wellness market as possible.
Curology is built for depth — fewer products, higher satisfaction, tighter control. It’s a brand that knows exactly who its customer is and focuses entirely on serving them well.
That difference shows up across every single data point in this analysis:
| Metric | Hims & Hers | Curology |
| Amazon Listings | 41 | 23 |
| Average Price | $23.04 | $25.06 |
| Average Discount | 9.58% | 2.54% |
| Total Reviews | 34,864 | 11,634 |
| Average Rating | 4.16 | 4.45 |
| Revenue | $2.2 Billion | $168.6 Million |
One brand is playing a volume game. The other is playing a quality game. Both are winning — just on different terms.
Too long? Here’s what we’ve covered so far: Their pricing strategies are opposites — Curology holds minimal discounting; Hims & Hers uses heavy promotions to drive volume.
The data so far paints two brands with very different definitions of winning. Now let’s look at what happens beyond Amazon — web traffic, geographic reach, and the questions this dataset can’t answer on its own.
Beyond Amazon- Web Traffic and Brand Reach
How Much Web Traffic Are These Brands Getting?
Amazon performance is only part of the picture. Web traffic tells you how much demand a brand is generating on its own — outside the marketplace.
The gap here is significant.
| Oct | Nov | Dec | |
| Hims & Hers | 4.82M | 4.87M | 6.72M |
| Curology | 1.15M | 1.24M | 1.41M |
Hims & Hers attracts nearly 5x more traffic than Curology on average. But the more interesting story is in the December numbers.
Hims & Hers jumped from 4.87M in November to 6.72M in December — a sharp spike that suggests heavy holiday promotions or a major marketing push.
Curology’s growth is quieter — 1.15M to 1.41M over three months. Steady, organic, and less dependent on promotional spikes.
Where Is Their Audience Coming From?
Both brands are overwhelmingly US-focused, which makes sense given that neither has made a visible push into international markets.
| Country | Hims & Hers | Curology |
| US | 83.85% | 89.78% |
| India | 3.81% | 0.49% |
| UK | 1.29% | 0.75% |
| Brazil | 0.90% | – |
| Turkey | 0.88% | – |
| Nigeria | – | 6.36% |
Hims & Hers has a slightly more global spread, with notable traffic from India, the UK, Brazil, and Turkey. Curology is even more US-concentrated at 89.78%.
But the number that stands out is Curology’s Nigeria figure — 6.36%. That makes Nigeria Curology’s second-largest traffic source, ahead of the UK and Australia. The data doesn’t explain why, it could be organic interest, grey-market activity, or something else entirely.
And that’s exactly the kind of anomaly that deserves a closer look.
Unusual patterns like this are rarely random — there’s always a story behind the numbers. Tracking what drives traffic, spotting anomalies, and monitoring how audiences respond to a brand all starts with the right data. ScrapeHero’s [Review Monitoring service] can help you stay on top of exactly that.
Closing: What Both Brands Are Really Telling the Market
Step back from the individual data points and a clear picture emerges.
Hims & Hers and Curology aren’t really fighting the same battle. They’ve made fundamentally different bets on how to win in health and beauty DTC — and both bets are paying off, just in different ways.
Hims & Hers is betting on scale. More products, more channels, more customers, more visibility. It’s a brand building a health and wellness empire — and the $2.2 billion revenue figure suggests that bet is working.
Curology is betting on focus. Fewer products, higher satisfaction, tighter control, and a loyal customer base. It’s a brand that knows exactly what it is — and doesn’t apologize for not being everything else.
What’s most interesting is what the data doesn’t show. Customer sentiment, channel strategy, demographic performance, and competitive benchmarking all remain unexplored — not because the questions aren’t worth asking, but because answering them requires more data than a single snapshot can provide.
That’s where ongoing, structured data collection becomes a competitive advantage.
At ScrapeHero, we help brands, analysts, and researchers collect, monitor, and make sense of marketplace data — continuously and at scale. If this analysis raised questions you want answered for your own brand or competitive research, we’d love to help.
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Disclaimer: The data used in this report is sourced from publicly available information. This analysis has been produced independently by ScrapeHero and is not affiliated with, endorsed by, or produced in association with Hims & Hers or Curology. All brand names are the property of their respective owners.
Frequently Asked Question
Depends on what you’re measuring. Hims & Hers wins on volume — more listings, more reviews, more revenue. Curology wins on quality — higher ratings, better brand control, and more consistent customer satisfaction.
The Hims Hair Regrowth Treatment — a Minoxidil 5% solution for men — leads with 2,862 reviews, making it the most reviewed product in the Hims & Hers catalog.
The Curology Emergency Spot Pimple Patches lead the catalog with 1,998 reviews — significantly ahead of any other Curology listing.
