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How Curology Reinvented Itself Twice
If you’re interested in what it takes to reinvent a brand at nine-figure scale, or want a peek inside the founder and operator mindsets behind those pivotal decisions, you won’t want to miss this episode.
Sourcify
August 05, 2025
Curology’s story is a masterclass in responding to changing market dynamics, regulatory challenges, and consumer needs. From their roots as a telemedicine pioneer to becoming a powerhouse in OTC skincare both online and in retail, this episode was packed with insights every founder and operator should hear.
Here are my top 3 takeaways:
🔑 Regulatory complexity can be a moat—and a margin trap. Curology’s founders tackled massive operational and compliance obstacles to build a 50-state telehealth provider network. But as regulations and market realities shifted, they flexed by expanding into OTC and retail, showing that adaptability is as important as initial expertise.
🔑 Temporary spikes ≠ sustainable growth. The COVID-driven telemedicine boom caused revenue and valuations to soar. Curology resisted the allure of resting on this spike and prepared for the inevitable post-pandemic normalization—pivoting their channel strategy to sustain growth.
🔑 Reinvention is possible (and powerful) at scale. Only a handful of management teams can successfully reinvent a $200M+ business when the world changes. Curology’s shift from prescription-only to mainstream skincare across major retailers is a roadmap for any company facing market disruption.
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