NEW YORK, Jan 10, 2026, 06:23 EST — Market closed
Hims & Hers Health, Inc. (HIMS) shares fell 6.4% on Friday to $31.69, with about 25 million shares changing hands. The stock is down roughly 11% over the past two sessions as investors weighed Amazon Pharmacy’s move into Novo Nordisk’s Wegovy weight-loss pill business.
That matters now because Hims has pushed hard into GLP-1 weight-loss drugs — medicines that mimic a gut hormone to curb appetite — and a lot of demand in the category still comes from patients paying cash. Hims lists a “compounded GLP-1” program starting at $199 a month; compounded drugs are custom-made versions prepared by pharmacies and are not FDA-approved like branded drugs.
A note from BofA added to the sour tone. BofA lowered its price target on Hims & Hers to $29 from $32 and kept an Underperform rating, saying 2026 consensus estimates for sales and EBITDA margins looked too high; EBITDA is earnings before interest, taxes, depreciation and amortization.
Technicals are not helping. The stock is below its 50-day moving average of $37.50 and 200-day average of $45.76 — widely watched trend markers — and its relative strength index, a momentum gauge, was about 34, near the “oversold” zone. StockAnalysis
The company, meanwhile, kept its public messaging focused on consumer costs. Chief Executive Andrew Dudum wrote on Thursday that, “Every person should be able to conveniently access high-quality care designed for them at a reasonable price.” news.hims.com
Investors also head into a macro-heavy week that can jolt rate-sensitive growth stocks. U.S. consumer price data is due on Tuesday, Jan. 13, and the Federal Reserve’s next policy meeting is scheduled for Jan. 27-28.
But the downside case is still there: competition can force more spending, and the regulatory ground under compounded drugs can shift fast. The FDA warned Hims & Hers Health, Inc. dba Hers in 2025 that claims about compounded semaglutide on its site were false or misleading, highlighting compliance risk around how those products are marketed.
When markets reopen on Monday, traders will watch whether Friday’s move extends or fades. Hims has not confirmed a date for its next results, but MarketBeat lists an estimated earnings date of Feb. 23 — the next clear checkpoint for updates on weight-loss pricing, demand and marketing spend.
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