The Danish pharmaceutical said it was ending the partnership because Hims is selling and promoting a cheaper copycat of its blockbuster drug Wegovy.

The Danish maker of obesity drugs abruptly ended a Wegovy distribution deal with the telehealth firm, citing allegations about Hims’ compounding and deceptive marketing practices.

Novo Nordisk said Hims & Hers has "failed to adhere to the law which prohibits mass sales of compounded drugs" under the "false guise" of personalization.