Key Takeaways:
Methodiq wants customers to do as they're told.
That’s the new messaging behind Oddity’s new telehealth brand. Methodiq is now the third brand under the parent company after Il Makiage makeup and SpoiledChild skincare. At launch, the telehealth brand focuses on acne, hyperpigmentation, and eczema, joining a class of telehealth dermatology platforms that include Musely, Nolla Health, Hims and Hers, Curology, and Nurx.
“Our goal is not to just launch another brand but to truly transform a broken medical care system,” said Lindsey Drucker Mann, CFO of Oddity.
Drucker Mann declined to share sales expectations for Methodiq but previously said in Oddity’s second-quarter earnings call in August that it would not meaningfully contribute to 2025 revenue, and that Oddity expects to grow in 2026 regardless of Methodiq's sales performance. In the second quarter, Oddity reported $70 million in adjusted earnings before interest, taxes, depreciation, and amortization, representing a 12% year-over-year (YoY) increase. Its third-quarter results will be released on November 19.
Notably, the company stated that it has over 60 million global customers across its two direct-to-consumer (DTC)-only brands, which it used to gain insight into patient issues with existing telehealth dermatology platforms and develop products.
The app-based Methodiq works by having patients first fill out a baseline intake form that covers topics such as medical history, skincare goals, and skin type. The app then analyzes the patient’s uploaded photo to aid in diagnosing their skincare issues and assessing their severity, before recommending a protocol and a suite of products approved by a clinician. Methodiq launches with 28 customized topical and oral prescriptions, as well as OTC items. Oddity Labs, a Boston-based biotech firm that Oddity acquired in 2023 for $76 million, developed the OTC products. Oddity previously acquired the Israeli AI company Voyage81 in 2021 to bolster its underlying technology.
But perhaps the most significant difference for Methodiq is its emphasis on patient treatment compliance. According to a 2024 medical review in the Cureus Journal of Medical Science, 76% of patients in a study of 428 people with acne reported poor adherence. Furthermore, good adherence was more common among patients who understood acne and how to manage it. Separately, according to World Health Organization research, only up to 50% of patients adhere to chronic treatment regimens; skin issues like eczema and psoriasis are considered chronic skin conditions.
First, Methodiq offers an expected patient improvement timeline that shows patients how much their skin will improve over the course of two weeks, four weeks, two months, and so on, if they adhere to the treatment instructions. Additionally, patients are informed about the likelihood and severity of side effects they may experience, depending on their level of adherence to the medication regimen. Clinicians are provided this data, allowing them to coach the patient in real time and manage their expectations throughout the entire process. Patients can also see side-by-side analyzed photo comparisons if they upload new photos throughout their treatment, which quantify any incremental improvements to promote confidence and adherence. Lastly, every starter kit of products comes with Dapinaq, a third-generation retinoid that is sensitive-skin friendly, in case patients find their original treatment too aggressive.
Methodiq soft launched in September and currently has over 7,000 patients.
Since rigid adherence to a treatment plan is part of the Methodiq allure, the brand is launching with this messaging in mind. Out-of-home billboards in New York City that state in part, “It’s time to do as you're told,” or “We don’t suggest. We prescribe.” Online, a TikTok activation involves 100 medical and skincare influencers to reach billions of impressions and views for the launch.
”Methodiq is an anti-brand brand. We're not selling an emotion, a story, or a personality. What our messaging is built on is medical conviction,” said Tom Amsterdam, CEO of Methodiq. “Our instruction to our user is extremely simple: If you want to get the outcome that you desire, simply do as you're told.”
