NutraCast Podcast: Nina Mullen on Hilma's 'clinical herbal' category

By Danielle Masterson contact

- Last updated on GMT

Related tags: Herbal dietary supplements, OTC, nutracast, hilma, Clean label, immune support

After looking in her medicine cabinet and finding that the natural options weren’t backed by science and science-backed products weren’t clean label, Nina Mullen and her two co-founders, Hilary Quartner and Lily Galef, came up with the brand Hilma.

The nutrition industry is seeing a greater demand for transparency, science, and clean labels — a trend that is likely here to stay.

As the movement for more ingredient transparency gains momentum, Hilma aims to fill the market gap with what they refer to as the “clinical herbal.”

“The term clinical herbal is something we felt was lacking in the market. There’s the traditional OTC market in the immune boosting space...that really are convenient and accessible for consumers, but they have a lot of those dyes, fillers and sugars...and then on the other side, you have the traditional herbal market, which is very clean, and there are some very high-quality products out there on the market today, but they also lack some of that accessibility to more mainstream consumers...So really we’re trying to marry these two end of the spectrum with Hilma," ​co-founder Nina Mullen explained. 

Hilma recently launched three new products: Immune Support, Tension Relief, and Upset Stomach Relief. 

To hear more about Hilma and where you can find these cabinet staples and more, listen to the podcast. 

NutraCast is a podcast that focuses on insights from inside the nutrition industry. It is a production by NutraIngredients-USA​. Music by Kevin Macleod.

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