Telehealth Skincare Prescription
Curology - personalized prescription skincare via online dermatology - became $150M+ company (2018-2023) by democratizing tretinoin access and customizing formulas for individual skin concerns.
Business model: Upload selfies, answer questions; dermatology provider prescribes custom formula ($20-60/month subscription)
Custom formula: Tretinoin + azelaic acid + niacinamide (or variations); tailored to acne, anti-aging, hyperpigmentation
Prescription access: Bypasses traditional derm appointments; online consultation → prescription shipped
Target audience: Millennials/Gen Z unable to afford dermatologist; no insurance skincare access
Before/afters: Customer transformations shared on social media; built credibility through results
Limitations: Providers (mostly NPs, PAs, not MDs); some states unavailable; cannot diagnose/treat serious conditions
Competitors: Apostrophe, Musely, Agency, Dear Brightly entering market
Criticism:
- Quality of care vs. in-person derms
- Overprescribing tretinoin without proper evaluation
- Subscription model feels predatory
- Limited formula customization (preset combos)
Success: Proven telehealth dermatology viable; convenient, affordable; filled market gap
Pandemic boom: 2020+ telemedicine surge; Curology subscriptions soared
Curology represents healthcare’s democratization - making prescription skincare accessible without traditional gatekeeping.
Sources:
https://www.curology.com/
https://www.businessinsider.com/