With more and more research emerging around the long-term risks associated with traditional over-the-counter brands, says Nina Mullen, "we're at a specific moment where mainstream consumers are more aware of the risks and just want to find holistic solutions."

She adds that not only naturopathic doctors, but even conventional medical professionals are starting to take notice of these disconcerting trends associated with Big Pharma.

Nina is the Co-Founder of Hilma. The brand was launched in 2019 with three products, each of which covers its own unique category: 1) An immune support blend; 2) An upset stomach relief for occasional heartburn, antacid, and digestion; and 3) A head tension relief.

Natural, clean label products have taken center-stage in virtually every consumer category, from consumables, beauty, household cleaners, and personal care. However, the medicine cabinet continues to be stuck in the past with most being stocked with the usual OTC legacy brands like Airborne, Emergen-C, or Tums.

Hilma aims to disrupt this area by introducing preventative, long-term, and all-natural herbal options for everyday health needs to the mainstream consumer.

Follow Hilma @hilma_co

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Episode resources:

• Save 15% on the 100% grass fed and grass finished beef sticks from Paleovalley with code EVERFORWARD at https://paleovalley.com/everforward
• Save 15% on the new Euphoria drinks from Cured Nutrition with code EVERFORWARD at https://www.curednutrition.com/drinkcured/
• Learn more and get complete show notes at https://chasechewning.com/podcasts/episode/534