Hims & Hers Replaces Australian Brand Juniper with Hers Expansion
The US telehealth giant broadens its Australian footprint by transitioning Eucalyptus assets into full clinics.
1Consolidating Australian Market Assets
US telehealth giant Hims & Hers is officially retiring Sydney start-up Eucalyptus's weight-loss service Juniper to launch its Hers brand in Australia. This move finalizes the operational integration following the 1.6 billion dollar takeover of Eucalyptus, which previously transitioned its men's brand Pilot to Hims in August.
2Broadening Beyond Weight Management
Juniper operated primarily as a weight-loss service with limited menopause offerings. Tim Doyle, now senior vice-president of international at Hims & Hers, stated that Hers will function as a comprehensive women's health clinic in Australia, introducing dedicated clinical tracks for hair loss alongside expanded menopause treatment plans.
3Preserving Continuity of Care
Existing Juniper patients will retain their Australian medical practitioners and care teams without changes to treatment plans, medications, or ongoing pricing structures. Gus Wood leads Australian operations as general manager, while long-time Eucalyptus general practitioner Matt Vickers serves as chief medical officer for Hims & Hers Australia.
4AI Integration from Autonomous Tech
Hims & Hers hired applied AI engineers formerly with Cruise to develop internal health coaching tools. The newly launched Hers application combines patient interactions with AI, care teams, and doctors in a single thread, where automated models handle inquiries and escalate clinical decisions directly to certified healthcare providers.
5Compliance with Australian Drug Rules
Unlike its US model that previously utilized compounded GLP-1 alternatives, Hers will exclusively prescribe TGA-approved branded medications like Wegovy and Mounjaro in Australia starting at 349 dollars monthly. Australia prohibited compounded GLP-1 medications in October 2024, enforcing strict adherence to regulated pharmaceutical distribution channels.
6Adapting to Local Ad Constraints
Hims & Hers built significant US consumer awareness through mass advertising campaigns, including Super Bowl commercials. Because Australia prohibits direct-to-consumer advertising for prescription medications, the company is shifting its local marketing strategy toward educational content regarding symptoms rather than promoting specific pharmaceutical drugs directly to potential patients.
7Medical Scrutiny Over Telehealth Models
The Royal Australian College of General Practitioners expressed concern that prescription-focused subscription models could prioritize corporate revenue over comprehensive patient safety. RACGP president Michael Wright warned that fragmented care risks inappropriate GLP-1 prescriptions, though Hers confirmed practitioners conduct phone consultations before prescribing any regulated medical treatments.
8Preparing for Tighter Global Standards
Doyle endorsed emerging telehealth standards across Australia, projecting formal national regulations within 12 months to eliminate grey-market operators. Supported by 250 local staff members, Hims & Hers intends to use its integrated technology infrastructure to expand further into several European and South American markets in upcoming months.