If you’ve ever questioned why some traditional dietary supplement and functional food products seem stuck in the past, Nina Mullen and her co-founders at Hilma have asked the same question—and they’ve done something about it. With a vision rooted in clean, natural alternatives to fuel health, Hilma has quickly made a name for itself in the wellness space since launching in 2020.
Nina Mullen, alongside her co-founders Hilary Quartner and Lily Galef, founded Hilma with a mission to disrupt the stagnant market by offering consumers natural, science-backed alternatives. "We had the insight that many traditional dietary supplement and functional food products were outdated but people were still buying them despite the artificial ingredients and added sugars," said Mullen. The brand launched with a simple but powerful lineup: products for digestive health, immune support, and tension relief.
Mullen's journey to Hilma started far from the wellness world. With a background in consulting at Bain and Company, where she worked with clients across multiple sectors including healthcare, she was exposed to large-scale business operations but craved a more hands-on experience in the consumer world. A pivotal moment came when she took a six-month leave from Bain to work at Harry’s, a men's razor company. There, she discovered her passion for startups. “I would say that experience was very formative for me because I really got bit by the startup bug,” said Mullen. “I figured out that this was something that I was super interested in… bringing something more niche into the mainstream.”
After returning to Bain and completing her MBA, Nina reunited with Hilary, a business school friend with deep experience in the natural food and supplement space. Together with Lily, their Chief Brand Officer, they launched Hilma with the vision of offering clean, effective, herbal remedies to a modern, health-conscious consumer.
“Consumers were seeking more natural solutions but still turning to products that hadn't evolved with the times,” said Mullen. Hilma’s products quickly found a niche, especially in the digestive health segment. "People were already familiar with trying natural remedies like ginger and chamomile for digestion, so we were able to build a following and expand our offerings in that category," she explained.
Nina noted that in terms of regulatory challenges, the company invested heavily in vetting their products for safety and compliance. Hilma worked with CRN to get advice from top regulatory experts to ensure compliance in both the packaging and product development processes. “We really didn’t hit any regulatory challenges since we invested upfront in getting advice from experts,” said Mullen. “Even though we were a small brand, we knew that we had very big ambitions and that in this category it is very important to do everything the right way from a regulatory perspective.”
The early days of Hilma weren’t without any challenges, though. Launching just before the COVID-19 pandemic presented unexpected obstacles, particularly in the supply chain. "We were hit with major delays in packaging, which forced us to pivot and bring our packaging production stateside," said Mullen. Despite these hurdles, the team's dedication and strategic vision continued to propel the brand.
In 2024, Hilma saw significant growth with its products now available in major retailers like Walmart and Kroger. "This has been a big year for us in terms of retail growth," Mullen shared, emphasizing the importance of in-store availability for connecting with consumers in a more spontaneous and tangible way. The move into larger retail chains not only boosted Hilma's visibility but also helped establish the brand as a key player in the wellness industry, bridging the gap between online discovery and brick-and-mortar convenience.
When asked for advice for aspiring female entrepreneurs in the wellness space, Mullen doesn’t sugarcoat the realities of running a business. “Starting a business is both more rewarding and more challenging than I could have ever expected,” she admitted. “You have to feel very comfortable knowing that even with the most amazing team and the most amazing resources, you have so much accountability… no matter what time of day, day of the week, or whether you're on vacation or not. But it’s worth it—ten out of ten times, I would do it again.”
Hilma’s journey from a startup to a growing brand in major retailers highlights the increasing demand for natural, science-backed health products. With a clear vision and dedication to transparency and compliance, Hilma has grown into a trusted brand in the health space. Under Nina Mullen’s leadership, the company has successfully navigated the challenges of the wellness industry all while staying true to its mission of providing clean alternatives to evolving dietary supplement consumers.