Even as the world bounces back from the Covid-19 pandemic, research has shown that more and more people are taking their healthcare into their own hands. The internet is a big part of how they do it. Telehealth companies that provide direct-to-consumer medications and related services saw their profits climb swiftly during the pandemic, but even as in-person medical visits have once again become the norm, these companies have continued to thrive.

In the U.S., one special breed of telehealth companies tends to focus on “wellness” issues common among people in their 20s and 30s: Companies like Cerebral, Hims & Hers, Keeps and Mindbloom offer a quick path to prescription medications for anxiety, depression, sexual health and skin-related issues. They also tend to feature a sleek, Instagram-friendly aesthetic.

Hims, launched in 2017, uses the tagline: “Telehealth for a healthy, handsome you.” For years, I’d noticed ads for Hers, its sister brand, dotting my social media feeds and featuring on the walls of subway cars. I finally visited the Hers website and found a banner stretched across the homepage: “Anxiety treatment, no insurance required. START YOUR FREE ASSESSMENT,” it read. Curious to learn more, I clicked on the link.

After a short intake assessment, the platform told me to wait for a provider evaluation that would also take place entirely online. If prescribed, the medication would be delivered to my door, as soon as possible. In the meantime, I could browse the site to see what kinds of drugs they prescribe. Brand names like Lexapro, Wellbutrin and Zoloft float across the sections for medication featuring the website’s calming, sage-green color palette. The site also sells health and sex-adjacent products like melatonin gummies (to help you “get the sleep of your dreams”) and USB-rechargeable vibrators (because “life’s too short for boring sex”). The familiar shopping cart icon in the upper right corner of the site reinforced the idea that I was here to buy something, not to seek a professional medical consultation.