In a bold move shaking up the weight loss medication market, online telehealth provider Hims & Hers Health has announced it will begin offering compounded copies of Novo Nordisk's Wegovy pill at a dramatically reduced introductory price of just $49 per month. This represents a substantial discount of approximately $100 compared to the branded version's cost, potentially making the popular treatment far more accessible to consumers.
Market Impact and Pricing Structure
The announcement sent ripples through financial markets, with shares of Danish pharmaceutical giant Novo Nordisk extending their losses in early morning trading, dropping by 6% following the news. Hims & Hers' compounded version utilises the same active ingredient, semaglutide, as Novo Nordisk's formulation, but comes with a significantly different pricing model.
Following the initial $49 monthly payment, patients committing to a five-month subscription will pay $99 per month thereafter, compared to the $199 Novo Nordisk charges for its branded product. For those opting for shorter treatment durations, a three-month subscription will total $277, with all treatments requiring upfront payment in full.
Treatment Customisation and Company Statements
Hims & Hers emphasised that their compounded treatment can be tailored specifically for individual patients, potentially helping to mitigate side effects or accommodating those who prefer oral medication over injectable options. "We're excited to find ways to continue bringing branded treatments to the platform across specialties," stated Hims CEO Andrew Dudum. "More choice on the platform is the best thing for customers everywhere."
Novo Nordisk launched its Wegovy pill in January and has experienced robust demand in the United States, where it's available through their cash-pay direct-to-consumer website. A spokesperson for the pharmaceutical company was not immediately available for comment regarding Hims & Hers' new offering.
Regulatory Warnings and Manufacturing Expansion
The Food and Drug Administration issued a warning to Hims in September regarding their marketing of compounded semaglutide, stating that claims like "same active ingredient as Ozempic and Wegovy" could be misleading since compounded drugs lack FDA approval. Despite this, compounding - where pharmacies mix ingredients to replicate drugs at different dosages - remains legal in the United States and continues to flourish even as branded versions remain readily available.
Hims & Hers has been expanding its operational capacity, having doubled the size of its facility in New Albany, Ohio in 2025. The company announced that this expansion enables them to provide treatments at lower prices, directly contributing to their competitive pricing strategy.
Industry Tensions and Safety Concerns
The relationship between the two companies has been complex and occasionally contentious. While they partnered in 2025 allowing Hims to sell injectable Wegovy, the collaboration dissolved with Novo Nordisk alleging Hims had wrongfully marketed copycats of their product. Dudum countered by accusing Novo of attempting to control clinical decision-making at Hims.
Novo Nordisk has advocated for states to limit mass manufacturing of weight-loss drug copies, citing patient safety concerns. This stance highlights the ongoing tension between pharmaceutical innovation, market competition, and regulatory oversight in the rapidly expanding weight loss medication sector.
