Curology Says Walmart Shoppers Convert to Prescription Skin Care at 5x Its Online Rate

Quick Facts

Walmart shoppers convert to Curology’s prescription skincare service at five times the rate of online visitors.
Curology launched a Prescription Acne Kit at 1,000 Walmart locations in July 2026, priced at $24.97 with no subscription required.
The kits are available through August 2026, giving Curology a defined window to test its retail-to-telehealth conversion model.

Curology’s bet on physical retail is paying off faster than the brand expected. According to Glossy, Walmart shoppers are converting to Curology’s prescription skincare service at five times the rate of its regular online visitors.

The data comes from Curology’s Prescription Acne Kit, a Walmart-exclusive product launched in July 2026 across 1,000 U.S. stores. The kit costs $24.97 and includes a 60-day supply of a personalized prescription formula, a Gentle Cleanser, and a Gel Moisturizer. Customers purchase the kit in-store and redeem a digital code online to receive their custom formula. No subscription is required.

The program targets what Curology calls “dermatologist deserts.” The Journal of the American Academy of Dermatology defines these as regions with fewer than four dermatologists per 100,000 residents. Seventeen percent of U.S. regions have no dermatologists at all.

“Acne affects tens of millions of Americans, yet dermatological care is out of reach for many,” said Dr. Whitney Tolpinrud, Curology’s Medical Director. “Teaming up with Walmart makes that mission even stronger.”

The Walmart partnership is the latest step in a multi-year retail expansion. Curology entered Target in late 2022, Amazon in January 2024, and CVS Pharmacy in July 2024. It first placed non-prescription products in 3,338 Walmart stores in August 2024. The prescription kit represents a new layer on top of that foundation.

Steve Siegal, Curology’s Chief Marketing and Innovation Officer, has described the retail strategy as “using retail as a brand awareness engine, connecting physical shelf presence with its DTC prescription model to maximize consumer engagement and lifetime value.”

The conversion metric matters because it reframes how DTC health brands should think about physical retail. For Curology, a store shelf is not just a sales channel. It is a patient acquisition tool that feeds a recurring telehealth relationship.

Curology has served more than 5 million patients since its founding in 2014 and has raised at least $61.7 million in funding. The company reached profitability in 2022 and was projected to generate over $200 million in revenue that year, representing a 75% compound annual growth rate over the prior five years. By 2024 and 2025, combined revenue was estimated in the $200 million to $250 million range.

The brand’s path to this moment was not linear. Curology’s telehealth model surged during the COVID-19 pandemic but hit headwinds afterward as customer acquisition costs rose and subscription fatigue set in. Leadership also shifted. Founder Dr. David Lortscher moved to a chairman role in 2022, with Heather Wallace taking over as CEO. Wallace departed in 2025 for a role at Galderma, and Kathy Savitt stepped in as CEO.

The Prescription Acne Kit is available while supplies last through August 2026. Curology has not announced whether the program will extend beyond that window, but the conversion numbers give the brand strong reason to expand the model.

For other DTC health and beauty brands watching from the sidelines, the 5x conversion rate is a hard number to ignore. Physical retail, long viewed as a margin-compressing trade-off for direct brands, may be the most efficient patient acquisition channel Curology has ever found.