Novo Nordisk is kicking off a price war. The company dropped the cash-pay price for introductory doses of Ozempic and Wegovy to $199 a month, a move aimed at clawing back ground in the GLP-1 market after losing share to Eli Lilly and cheaper compounded versions.

The new price matches what Hims and other compounders charge for their copycat shots. After the first two months, Novo’s monthly cost rises to $349, down from the previous $499 price tag. That puts it level with Eli Lilly’s low-dose Zepbound price and still below Lilly’s $499 price for higher doses.

To make access even easier, Novo is selling the shots through its direct-to-consumer pharmacy NovoCare, plus partners like Costco, Ro, and Weight Watchers. Both Novo and Lilly have expanded DTC channels this year as a way to bypass middlemen and offer lower prices to people paying out of pocket.

Novo was first to the GLP-1 market but has been outpaced by Lilly’s newer treatments and the surge in compounders. Now both companies have also agreed to cut prices next year under a deal with the Trump administration, setting up an even more competitive battle for weight-loss customers.