During the most-watched American football event of the year, the Super Bowl, Hims & Hers spotlighted its latest health innovation: a blood test intended to detect more than 50 distinct cancers before symptoms develop. This newly launched diagnostic tool targets cancers traditionally difficult to identify early, including pancreatic and ovarian types, which lack standard screening protocols.
The advertisement, featuring narration by the artist Common, underscored the test's potential to democratize health diagnostics, aiming to provide access typically reserved for affluent individuals with influential healthcare networks. However, the messaging has drawn criticism due to questions surrounding the test's clinical reliability and ethical advertising practices.
The blood test in question is developed by Grail Inc., which recommends that any findings must be confirmed through additional, more definitive medical evaluations. Experts caution that the ad's portrayal, in which a man receives a reassuring "No cancer signal detected" result, could mislead consumers by implying near certainty, despite the test's inherent limitations.
Interim data from October 2025 indicate the test only identifies approximately 40% of actual cancer cases. Consequently, over half of existing cancers might be undetected through this screening, risking false negative outcomes that may delay critical interventions.
Eric Topol, affiliated with Scripps Research, expressed the viewpoint that while the test may hold utility for individuals with high cancer risk, broad application among the general population could result in unnecessary expenditures and confusing results that complicate medical decision-making.
The underlying technology involves detecting minuscule fragments of tumor-derived DNA circulating in the bloodstream. Hims & Hers offers access to this test through its subscription-based laboratory service, priced at $700 per test—a discounted rate amounting to roughly 25% below the standard list price set by the manufacturer.
Amidst this controversy, Grail has submitted a request to the Food and Drug Administration (FDA) seeking approval through the most stringent regulatory pathway designated for medical devices and diagnostic tests.
Complicating matters, Hims & Hers has recently encountered increased regulatory and legal challenges. The company discontinued its $49 offering of the weight management medication Wegovy by Novo Nordisk after receiving a cautionary notice from the FDA. Novo Nordisk has issued legal threats, alleging that Hims & Hers unlawfully bulk-sold compounded drugs and employed misleading marketing tactics that jeopardize patient safety.
These regulatory setbacks have come on the heels of less-than-stellar financial performance. In its third-quarter earnings report released in November, Hims & Hers reported earnings per share of six cents, falling short of analysts’ projections. Revenue, however, reached approximately $599 million, exceeding expectations.
Looking ahead, the company projected fourth-quarter revenue below consensus estimates and adjusted its 2025 revenue outlook slightly downward, aligning with analyst predictions. Financial analytics platform Benzinga positioned Hims & Hers in the upper quartile for growth while rating it poorly for value, underscoring the mixed nature of its operating metrics.
Over the prior twelve months, Hims & Hers shares declined nearly 49%, closing at $23.02 on the most recent trading day, down approximately 2% for the session.
As the company navigates these complex challenges—the promotion of a debated medical test, ongoing regulatory scrutiny, and financial pressures—investors and consumers alike monitor closely how Hims & Hers will balance innovation and responsibility in its evolving health services business.