Hims & Hers disclosed plans to shut down Apostrophe after buying the business for $190 million four years ago.WHO: Apostrophe was launched as YoDerm in 2012 by Chris Minnich, Ryan Hambley, and Ben Holber and rebranded as Apostrophe in 2017. Apostrophe was created as a clinical platform that matched patients with dermatologists to recommend bespoke treatment plans with a compounding pharmacy to produce customized oral and topical dermatological medicines.WHY: Hims & Hers’ plans to combine all its dermatology services into one central platform to simplify its product lineup and focus on core offerings.IN THEIR OWN WORDS: A message at the top of Apostrophe's website says, "Apostrophe is being discontinued and all current subscriptions will be canceled as of March 7th, 2025," adding that the platform will go dark in 30 days."After careful consideration, we are discontinuing Apostrophe to simplify our dermatology products and operations into one seamless experience for our customers and our continued focus to provide customers with access to the most effective care," Hims & Hers said in a statement to Business Insider.DETAILS:Hims & Hers is shutting down the teledermatology brand Apostrophe.In 2021, Hims & Hers acquired teledermatology specialist Apostrophe as part of its category expansion for $190 million.The company is now integrating Apostrophe’s services into its core Hims & Hers platform to achieve operational efficiency. As a result, existing Apostrophe subscriptions have been canceled.