Hims ads: what they run and what a smaller brand can take from it
Hims runs the same small set of offer lines across most of its ads: fully online, discreet delivery, free shipping, and a timeline for when results may show.
Its formats are mostly plain: problem and solution videos, benefit checklists on product shots, review-style cards and app screen recordings. The product and the process carry the ad, not production value.
Hair loss ads outside the US lean on customer counts and an average star rating. Those are numbers Hims can document; a newer brand cannot copy them until it has its own.
Patterns
The friction stack
Almost every ad lists the same process facts: online visit, no clinic, discreet box, free delivery. It answers what the viewer has to do before any claim about results.
One timeline, repeated
Hair loss ads repeat a single expected timeframe for visible change across images, videos and captions. A timeline is an outcome claim and needs the brand's own substantiation.
Social proof as numbers
Customer counts and average ratings appear as short bullet lines. These only work when they are true and documented for the brand running them.
Product as the hero
Statics usually show one product with a bold line, a benefit grid or flow-line callouts. Few props, one message.
Process on screen
Videos often show the app, the intake or the box at the door. Showing the process is lower risk than describing results.
Takeaways
- Lead with the process facts you can prove: online visit, licensed provider, plain packaging, delivery.
- Do not borrow timelines, customer counts or ratings. Use your own once you can document them.
- In the US, naming a prescription drug in a Meta ad requires LegitScript certification and Meta authorization. Several Hims ads in this set ran in Canada and the UK, where the rules differ.
- Since Meta's July 2026 health and wellness update, before and after framing is judged by the claim attached to it. Keep timeframes out of the image.
Ads we looked at
| Advertiser | Market | Static or video | Format | What it does | Days running |
|---|---|---|---|---|---|
| himsSearch this advertiser in the Meta Ad Library | UK | Video | Problem and solution video with before and after framing | Hair loss treatment video that pairs a thinning-hair problem with the online process and a results timeline in the caption. | 99 |
| himsSearch this advertiser in the Meta Ad Library | UK | Static | Benefit checklist with ratings and customer count | Hair loss static listing a timeline, customer count, average rating and online delivery as tick lines. | 85 |
| himsSearch this advertiser in the Meta Ad Library | UK | Video | Testimonial and problem and solution | Hair loss video built around a customer-style testimonial with the online and free delivery lines underneath. | 68 |
| himsSearch this advertiser in the Meta Ad Library | Canada | Static | Problem and solution static | ED static offering a free online consultation and a range of treatment options. | 63 |
| himsSearch this advertiser in the Meta Ad Library | Not recorded | Static | Bold claim in an outline frame with a hand holding the product | ED static with one large statement inside a drawn frame and the product in hand. | 981 |
| himsSearch this advertiser in the Meta Ad Library | Not recorded | Static | Big statistic | ED static built around one large number as the headline. | 807 |
| himsSearch this advertiser in the Meta Ad Library | Not recorded | Video | Doorstep package pickup, POV | Hair loss video that opens on the delivery box at the door. | 171 |
| himsSearch this advertiser in the Meta Ad Library | Not recorded | Static | Typographic testimonial quote card | Hair loss static that is only a quote set in large type on a plain card. | 173 |
| himsSearch this advertiser in the Meta Ad Library | Not recorded | Static | Lab results UI card | TRT static showing a phone-style lab results card. | 126 |
| himsSearch this advertiser in the Meta Ad Library | Not recorded | Static | Product over a grid of keyword chips | Lab testing static with the kit centered and short marker names around it. | 139 |
A third-party ad library, checked 30 Oct 2026. Days running is how long the library has observed the ad live; it is a signal, not proof the ad is profitable.