Hims & Hers Health advertising spend, FY2025
Hims & Hers Health (HIMS) reported $919M of advertising expense for the fiscal year ended Dec 31, 2025. That is 39.2% of revenue of $2.3B. Up 35.4% from FY2024.
Key facts
- Ad spend is 16x its FY2020 level ($59M), in line with revenue (16x).
- FY2025 is the highest year on file, going back to FY2019.
- Largest increase +130.4% in FY2021; largest cut -6.6% in FY2020.
- Ad spend has risen 5 years in a row.
- Ad spend is 39.2% of revenue, down from 39.7% in FY2020.
- Hims & Hers Health spends more on advertising than 78% of the 336 US-listed companies tracked. Its ad-to-revenue ratio is 7.5x the median of 5.2%.
Ad spend by fiscal year
Ad spend as % of revenue
History
Download CSV| Fiscal year | Period end | Ad spend | YoY | Revenue | Ad / revenue | Tag | Filing |
|---|---|---|---|---|---|---|---|
| FY2025 | Dec 31, 2025 | $919M | +35.4% | $2.3B | 39.2% | MarketingExpense | 10-K Feb 23, 2026 |
| FY2024 | Dec 31, 2024 | $679M | +52.1% | $1.5B | 46.0% | MarketingExpense | 10-K Feb 23, 2026 |
| FY2023 | Dec 31, 2023 | $446M | +63.8% | $872M | 51.2% | MarketingExpense | 10-K Feb 23, 2026 |
| FY2022 | Dec 31, 2022 | $273M | +100.6% | $527M | 51.7% | MarketingExpense | 10-K Feb 24, 2025 |
| FY2021 | Dec 31, 2021 | $136M | +130.4% | $272M | 50.0% | MarketingExpense | 10-K Feb 26, 2024 |
| FY2020 | Dec 31, 2020 | $59M | -6.6% | $149M | 39.7% | MarketingExpense | 10-K Feb 27, 2023 |
| FY2019 | Dec 31, 2019 | $63.2M | n/a | $82.6M | 76.5% | MarketingExpense | 10-K Feb 24, 2022 |
What the figure is
Total marketing expense (XBRL tag MarketingExpense). It can include marketing staff costs, not only paid media.
Compared with similar spenders
The 6 companies closest to Hims & Hers Health in latest-year ad spend.
| Rank | Company | Ad spend | Ad / revenue | YoY | Fiscal year |
|---|---|---|---|---|---|
| 71 | Amgen | $963M | 2.6% | -2.4% | FY2025 |
| 72 | Tapestry | $963M | 12.0% | +29.3% | FY2026 |
| 73 | Mastercard | $929M | 2.8% | +14.0% | FY2025 |
| 74 | Hims & Hers Health | $919M | 39.2% | +35.4% | FY2025 |
| 75 | Fox Corp | $895M | 5.2% | +29.0% | FY2026 |
| 76 | StubHub | $892M | 51.1% | +13.4% | FY2025 |
| 77 | General Mills | $874M | 4.7% | +3.1% | FY2026 |
Full ranking of 336 companies · Biggest increases #38 · Highest ad-to-revenue #7 · Up 5+ years in a row #35
Questions
How much does Hims & Hers Health spend on advertising?
Hims & Hers Health spent $919M on advertising in fiscal 2025, the year ended Dec 31, 2025, according to its 10-K filed Feb 23, 2026.
What percentage of revenue does Hims & Hers Health spend on advertising?
39.2% of revenue in fiscal 2025 ($919M of $2.3B). The median across the 336 companies tracked is 5.2%.
Is Hims & Hers Health spending more on advertising?
Yes. Ad spend rose 35.4% in fiscal 2025 from fiscal 2024. It has risen 5 years in a row.
How does Hims & Hers Health rank by advertising spend?
#74 of 336 US-listed companies with $100M or more in ad spend, ranked on each company's latest fiscal year.
What does Hims & Hers Health's advertising figure include?
Total marketing expense (XBRL tag MarketingExpense). It can include marketing staff costs, not only paid media.
Source
- Filing
- 10-K for FY2025, filed Feb 23, 2026
- Accession number
0001773751-26-000022- Company
- Hims & Hers Health, Inc., CIK 1773751, SIC 8011 (Services-Offices & Clinics of Doctors of Medicine)
- Data
- SEC EDGAR XBRL company facts, retrieved Nov 4, 2026. Methodology.
- Cite
- Hims & Hers Health advertising spend, FY2019-FY2025. Aleksei Trudov, io.trudov.com, from SEC EDGAR XBRL company facts (latest: 10-K filed Feb 23, 2026), retrieved Nov 4, 2026. https://io.trudov.com/company/hims-hers-health/advertising-spend/
- Download
- CSV, all years · CSV, all 336 companies