Economy

Novo Nordisk plans legal action following Hims & Hers launch of discounted weight loss pill

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Feb 5, 2026

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Novo Nordisk announced on Thursday that it intends to take legal and regulatory action against telehealth provider Hims & Hers. The decision follows plans by Hims & Hers to release a lower-cost, oral version of Novo Nordisk’s weight loss drug, Wegovy. Hims & Hers stated it would offer its copycat pill for $49 for the first month and $99 per month afterward, significantly below the $149 price tag for Novo Nordisk’s branded medication.

In a statement, Novo Nordisk described the move by Hims & Hers as "illegal mass compounding that poses a significant risk to patient safety." The pharmaceutical company stated it would act to protect its intellectual property and accused the telehealth firm of previously "duping the public" with knock-off products, citing a past warning from the FDA regarding deceptive advertising. Hims & Hers defended its strategy, claiming the products are "personalized" treatments that use the same active ingredient—semaglutide—but utilize a different formulation and delivery system, which the company asserts makes them legal despite valid patents.

Following the announcement, shares of both Novo Nordisk and its competitor, Eli Lilly, fell by approximately 7%. The pharmaceutical decline occurred amidst a broader market downturn that also affected major technology stocks. While shares of Hims & Hers initially rose on the news of the product launch, they subsequently fell after Novo Nordisk declared its intention to challenge the rollout.

The two companies previously had a short-lived partnership for discounted weight loss injections, which Novo Nordisk terminated last year after alleging deceptive marketing by Hims & Hers. This dispute arises as Novo Nordisk faces increasing pressure, having recently forecast a decline in sales and profit for 2026. Meanwhile, Eli Lilly is expected to introduce a rival oral weight loss pill, orforglipron, in the first half of this year pending regulatory approval.

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• Significantly lower cost for patients Hims & Hers highlights the affordability of its new offering compared to the brand-name alternative. The company plans to price its oral pill at $49 for the first month and $99 per month subsequently, rates that are notably lower than the $149 price tag attached to Novo Nordisk’s branded medication.

• Legal defense based on personalization The telehealth provider defends its strategy by categorizing the pills as "personalized" treatments. Hims & Hers asserts that because their product utilizes a different formulation and delivery system than the brand-name drug, the offering is legal and compliant, even in the presence of Novo Nordisk's valid patents.

• Utilization of established active ingredients While distinguishing their product's formulation, Hims & Hers emphasizes that their treatment uses semaglutide, the same active ingredient found in Novo Nordisk’s medication. This approach aims to provide access to the same underlying compound used in weight loss treatments through a different, compounded oral format.

How it may affect me

As a U.S. reader:

• Consumers seeking weight loss solutions may gain access to an oral semaglutide option priced between $49 and $99 per month, which is significantly cheaper than the $149 brand-name alternative.

• The long-term availability of these lower-cost pills remains uncertain as Novo Nordisk plans to block their sale through legal and regulatory challenges based on patent infringement and safety claims.

• Patients considering the cheaper alternative face conflicting safety information, with Hims & Hers defending their personalized formulation as legitimate while Novo Nordisk warns of significant risks from unauthorized mass compounding.

• You may see further expansion in available weight loss treatments soon, as competitor Eli Lilly is expected to launch a rival oral pill in the first half of this year pending regulatory approval.

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