Startups rebrand sexual health for the modern Millennial male

The $3.7 Trillion wellness industry has historically catered to women, but cultural shifts are inspiring more personal care brands to focus on the modern Millennial male. New wellness startups for men are joining the action, addressing concerns like hair loss and even putting the ‘fun’ in erectile dysfunction.


A grooming intervention from his sister inspired serial entrepreneur Andrew Dudum to address what he saw as a deficiency in the men’s personal care space with his startup, Hims. Being compared to a Goop for men, the company offers men easier access to prescriptions and medical advice through its health-related articles and select direct-to-consumer products that address concerns like hair loss and sexual health. Hair loss treatments include finasteride, minoxidil, and DHT shampoos, with prices ranging from $11 to $28. Sildenafil, a generic option for erectile dysfunction, costs $2 per pill—significantly less than competitors like Viagra, which runs about $25 per pill.


Roman is a new cloud pharmacy for erectile dysfunction whose co-founders want to reduce the stigma surrounding the topic, particularly among younger men. Bypassing an in-person consultation, patients fill out their medical history as part of Roman’s online visit. The info is securely transmitted to a doctor for review, and if they’re a safe and appropriate candidate for ED medication, they can instantly get a prescription written for Viagra, Cialis, or generic drugs. With only a reported 30% of men with ED getting treatment and 80% of Viagra bought online being counterfeit, the co-founders hope to dramatically improve the typical men’s health experience.


Women’s bodies have predominantly been the focus of both fertility experts and research scientists, while male reproductive health has gone largely ignored until recently. For couples trying to conceive, an at-home sperm tracker called Trak could help save valuable time on their quest. The $200 system lets men measure their sperm count in the privacy of their own home and also teaches them how to improve their reproductive health. If a patient has already tested his own levels and can eliminate that as the cause, it can cut up to three months from the process of figuring out what is causing a couple's reproductive woes.