apostrophe.com
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Apostrophe: The Dermatologist in Your Pocket
How a $6.6M direct-to-consumer skincare startup is disrupting telemedicine with a prescription-first model
Apostrophe isn't selling you another $40 moisturizer; they're selling you access to a dermatologist. By combining telehealth with prescription-strength treatments for acne and aging, they've carved out a lucrative niche in the crowded skincare market—without relying on viral TikTok trends.
"They aren't competing with Sephora; they're competing with your local dermatologist's 3-month waitlist."
The Anti-Viral Growth Model
While most DTC brands chase viral fame on TikTok, Apostrophe's traffic profile reveals a disciplined, intent-driven strategy. With only 30% of traffic coming from organic search and a dominant 47% from direct visits, they've built a brand that users seek out intentionally rather than stumble upon. This suggests high brand recall and repeat usage—a critical metric for subscription-based healthcare models. Their top keywords ('apostrophe dermatology', 'apostrophe skin care') indicate they've successfully branded the category itself, owning the search term for their service.
The Prescription Moat
Apostrophe's core advantage lies in its regulatory moat. Unlike OTC skincare brands, they require a dermatologist consultation before prescribing treatments like tretinoin or spironolactone. This creates a two-sided barrier: competitors can't replicate the medical legitimacy without licensed physicians, and customers are locked into a personalized treatment plan. The 647 Trustpilot reviews (4.1/5) validate that this model works—users aren't just buying products; they're buying outcomes.
The company's tech stack reveals a modern, scalable infrastructure. Using Tailwind CSS and Ant Design for rapid UI iteration, Contentful for content management, and Datadog RUM for performance monitoring, Apostrophe is built like a tech company first, healthcare provider second. The presence of PWA (Progressive Web App) technology suggests a mobile-first approach, crucial for their demographic of women managing skincare routines on the go.
- Telemedicine-first model: Prescriptions are the product, not the afterthought
- Vertical integration: Owns the entire stack from consultation to fulfillment
- Data-rich operations: Likely using patient outcomes to refine treatment protocols
- High-margin potential: Prescription skincare commands better margins than commodity OTC products
The Future is Prescription-First
Apostrophe proves that in healthcare, owning the prescription unlocks higher LTV and defensible margins—something OTC brands can only dream of.
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Open Graph Image
https://cloudinary.forhims.com/image/upload/Hers/skin/cat/Hers-Skin-CategoryPage-Share
Meta Tags
Prescription Skin Care Products for Women | Hers
Skin care products proven to treat acne, wrinkles, and fine lines. Update your skin care routine today. Prescribed online and shipped directly to you.
H1 Tags
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Apostrophe
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Reviews (20)
Received my treatment fast and my face…
Received my treatment fast and my face look better within 1 month!
Upgrade of the earlier review of the…
Upgrade of the earlier review of the 10th May. I am totally delighted that the delicate brass flower for pot plants are now in my hands in 100% condition. The Founder, Jenny was both caring and attentive when I reported how saddened I had been when the first set were delivered damaged, rendering them impossible to give as a gift. I am now one happy gifter. Thank you for both the speed and efficiency.
Good customer service
Good customer service, prompt delivery. Will be back to review the treatment as it has just started today.
Easy to use website
Easy to use website. Loved the packaging of the product. The sunscreen spreads soo easy and doesnt irritate my eyes like prior screens Ive used! Love apostrophe!
Not been on it long enough to actually…
Not been on it long enough to actually rate
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About apostrophe.com
Skin care products proven to treat acne, wrinkles, and fine lines. Update your skin care routine today. Prescribed online and shipped directly to you.
Company Overview
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Technology Stack
apostrophe.com uses 17 technologies across their website including Cloudinary, reCAPTCHA, Contentful, Webflow, and more.
Media
Cloudinary
Security
reCAPTCHA
CMS
Contentful, Webflow
Cloud & Hosting
Amazon S3, Amazon Web Services
Advertising
DoubleClick Floodlight
E-commerce & Payments
Stripe
Traffic & Audience
apostrophe.com receives approximately 10.6K monthly visitors and ranks #1,986,968 globally. The website has a bounce rate of 55% with visitors viewing an average of 2.1 pages per visit. Users spend an average of 0:10 on the site.
The majority of apostrophe.com's traffic comes from .
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This page provides publicly available information about apostrophe.com. Data is collected from various public sources and may not always be up to date. For the most accurate information, please visit apostrophe.com directly at https://apostrophe.com.