Observed Signal · Nov 12, 2026 · Partnership · Source: Modern Retail · Impact: 3/5 · Sentiment: Positive
Hims & Hers expands GLP-1 benefits with Tonal, Grüns, Viome, Medjet
Hims & Hers announced an expansion of its Hims & Hers Benefits program, adding four new brand partners: Tonal, Grüns, Viome, and Medjet. The program, launched in March, offers exclusive savings on health-related products and services to GLP-1 subscribers. It has grown from two to 14 brand partners. The company states it passes 100% of negotiated benefits to subscribers, not profiting from partnerships. Benefits include $1,000 off Tonal 2, $30 off Grüns first order, etc. The expansion aims to holistically support GLP-1 weight loss journeys, focusing on muscle maintenance and sustainable habits. Hims & Hers reported 13% YoY subscriber growth in Q3 2026, reaching 2.79 million. The program is part of a trend of platforms adding third-party perks for retention. Executive quotes highlight the value of integrated health support and customer acquisition for brand partners.
This article highlights a growing trend of D2C health platforms adding third-party benefits to increase subscriber retention, which could influence marketing and partnership strategies across the industry. It is specifically relevant to retail media and subscription commerce.
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Key Takeaways & Evidence Grounding
- Hims & Hers expanded its Benefits program to include Tonal, Grüns, Viome, and Medjet, bringing total brand partners to 14.
- Benefits include $1,000 off Tonal 2 and $30 off first Grüns order.
- Hims & Hers reported 2.79 million subscribers in Q3 2026, a 13% year-over-year increase.
- The company states it passes 100% of negotiated benefits to subscribers.
- Other major platforms like Amazon and DoorDash are also adding third-party perks to increase subscription stickiness.
Connected Companies & Entities
“The article focuses on Hims & Hers expanding its Benefits program for GLP-1 support.”
“Lyft announced Lyft Go, a joint membership with DoorDash.”
“HelloFresh was added as a partner earlier this year.”
“DoorDash announced Lyft Go, a joint membership with Lyft.”
“Amazon announced a new Prime membership perk in partnership with Uber Eats, highlighting the trend of platforms adding third-party perks.”
Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
Hims & Hers' Prescription Gummy Drives High Adherence
Hims & Hers launched a prescription Biotin + Minoxidil gummy for hair growth in June 2025. One year after launch the company surveyed 300 customers and reported an 88% daily adherence rate; 79% cited the green apple flavor as a reason for continued use and about two-thirds said the frosted glass jar packaging improved their experience. The article describes manufacturing and formulation challenges in creating a prescription-grade gummy and notes Hims & Hers' broader strategy of using design to de-stigmatize prescription products. The company reported $608.1 million in Q1 revenue in its May earnings report and gave full-year guidance of $2.8 billion to $3 billion.
Amazon Launches GLP-1 Weight-Loss Program
Amazon announced a GLP-1 weight-management program through its primary-care arm Amazon One Medical and Amazon Pharmacy. The program integrates virtual and in-person care, prescription management and pharmacy fulfillment, treating obesity as a chronic condition. Amazon said insured pricing can start at $25/month; cash prices begin at $149/month for oral GLP-1s and $299/month for injectable drugs. The company will offer on-demand prescription renewals (from $29 for message consults and $49 for video) and intends to expand same-day drug delivery to 4,500 cities by the end of 2026. Shares of several obesity-drug–linked companies moved lower after the announcement.
CPG Wellness M&A Accelerates with P&G Buying Thorne
Acquisitions in 2026 are concentrated in health and wellness as large CPG companies pursue science-backed, high-growth supplement and functional-health brands. Procter & Gamble announced it will acquire supplement company Thorne for $3.8 billion. Earlier in 2026 Unilever acquired gummy multivitamin startup Grüns for an undisclosed amount. The article cites shifts in consumer behavior — including rapid GLP-1 adoption — driving demand for supplements and nutrition products, and highlights that first-party consumer data and direct consumer relationships are increasingly valuable in M&A valuations. Industry advisers and investors view these changes as long-term structural shifts rather than transient trends.
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