What Hilma does

Hilma is a New York-based, privately held natural remedies company founded in 2019 that formulates clinically-studied herbal supplements for common digestive, sleep, tension, and immune health concerns. Its product portfolio spans core digestive SKUs (Gas + Bloat Relief, Daily Fiber + Digestive Enzymes, Dairy + Gluten Digestive Enzymes, Daily Pre + Probiotic + Herbs, Fiber Gummy, Heartburn + Indigestion Relief, Stomach Recover + Hydrate, Occasional Constipation Relief), sleep and tension products (Sleep Support, Tension Relief), immune and respiratory products (Elderberry Immune Gummy, Pollen Defense), and a 2026-launched Hilma Kids sub-brand. Products are developed using a "Clinical Herbalism" approach — only ingredients backed by double-blind, placebo-controlled studies, co-formulated with a Scientific Advisory Board of board-certified gastroenterologists, allergists, internists, pediatric gastroenterologists, and a clinical herbalist — and undergo four rounds of third-party testing under cGMP/NSF-audited manufacturing.

The company operates a product-led growth model combining direct-to-consumer e-commerce at hilma.co (with a subscription offering 10% off recurring orders and bundles offering 15% off three or more products) with broad retail distribution across Amazon, Walmart, Target, CVS, Walgreens, and Thrive Market. Unit pricing ranges from $17 to $38, with bundle pricing from $38 to $75, positioning Hilma in the premium clean-label supplement tier. Customers are health-conscious adults seeking natural alternatives to over-the-counter drugs for occasional symptoms, plus parents of children ages 4+ via the Kids line. The brand claims a 500,000+ cumulative customer base, Clean Label Project certification across all SKUs, and was featured in Vogue (March 2026) alongside Ritual, Pure Encapsulations, Nordic Naturals, and Seed.

The company is co-led by co-CEOs and co-founders Hilary Quartner and Nina Mullen, with co-founder Lily Galef as Chief Brand Officer. Capital structure is lean: a $2.98M seed round in June 2019 led by BoxGroup, Company Ventures, Electric Feel Ventures, Forerunner, Global Founders Capital, and Prehype, followed by three subsequent rounds (2020-2021) at undisclosed amounts. The company ships to all 50 US states and US territories but does not currently ship internationally.

Name

Hilma

Legal name

Hilma

Website

https://hilma.co

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

1–10 employees

Short description

Hilma is a New York-based natural remedies company that formulates clinically-studied herbal supplements for digestive, sleep, tension, and immune health, serving health-conscious adults and parents via DTC e-commerce, subscriptions, and major retail chains including Amazon, Walmart, Target, CVS, and Walgreens.

Ownership category

akta.pro rank

Product category

Herbal Supplements

NAICS

Food (Health) Supplement Retailers (456191), Drugs and Druggists' Sundries Merchant Wholesalers (42421)

SIC

Wholesale-Drugs, Proprietaries & Druggists' Sundries (5122)

akta.pro primary industry

Health Food & Supplement Stores (CRAHAEAC)

Keywords

• Herbal supplements
• Digestive health products
• Natural wellness remedies
• Sleep support supplements
• Immune support products

Headquarters

HQ city

New York

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Marketing or Sales, Operations, Technology or R&D

Revenue model

1. Direct-to-consumer e-commerce: Products sold directly through hilma.co website with subscription model offering 10% discount on recurring orders delivered every 1-2 months. Individual product purchases and bundle deals (15% off 3+ products) drive primary revenue.
2. Retail marketplace sales: Products distributed through major retail partners including Amazon, Walmart, Target, CVS, Walgreens, and Thrive Market, generating revenue through wholesale and/or marketplace commission arrangements.

Pricing tiers

Go-to-market motion2 records

Distribution channels7 records

Marketing channels6 records

Core offering

Hilma manufactures and sells doctor-formulated, clinically studied herbal supplements for common digestive, sleep, tension, immune, and respiratory concerns, plus a dedicated kids line. Products are sold direct-to-consumer via hilma.co with subscription and bundle options, and distributed through major U.S. retailers including Amazon, Walmart, Target, CVS, Walgreens, and Thrive Market.

Product overview

Hilma is a health and wellness company offering natural remedies for common digestive, sleep, immune, and tension-related health issues. The product portfolio centers on clinically-formulated herbal supplements including Gas + Bloat Relief, Daily Fiber + Digestive Enzymes, Fiber Gummy, Digestive Enzymes, Sleep Support, Tension Relief, Elderberry Immune Gummy, and Pollen Defense. The company also launched a dedicated Kids sub-brand (Hilma Kids) featuring Happy Tummy Fiber Powder and Happy Tummy Regularity Support. Products are sold individually or as bundles (Bestsellers Bundle, Debloat + Digest Bundle, Travel Essentials Kit) with a build-your-own bundle option. All products are doctor-formulated, third-party tested, and manufactured in the USA with a focus on clean ingredients free from artificial preservatives, sweeteners, and common allergens.

Differentiator

Problem solved

Functional benefit

Products and services

• Gas + Bloat Relief Natural herbal supplement formulated with clinically studied peppermint, fennel, lemon balm, anise, and caraway to relieve gas, bloating, and digestive discomfort, with claimed relief within 30-60 minutes. Sold in 50ct and 100ct bottles.
• Daily Fiber + Digestive Enzymes Powder Daily fiber supplement combining prebiotic fibers (acacia gum and psyllium husk) with digestive enzymes to support gut health, digestion, and regularity without causing bloating. 6G of fiber, 0G of sugar, FSA/HSA eligible.
• Fiber Gummy Daily fiber gummy providing 5G of prebiotic chicory root fiber to support digestion, gut health, and regularity in a vegan gummy format. FSA/HSA eligible.
• Dairy + Gluten Digestive Enzymes Digestive enzyme blend with lactase, lipase, protease, and peptidase to help break down dairy, gluten, and difficult-to-digest foods before meals.
• Daily Pre + Probiotic + Herbs 3-in-1 daily supplement combining prebiotics, probiotics, and herbs to reduce bloating over time and support gut health and the microbiome.
• Heartburn + Indigestion Relief Herbal antacid formulated with chamomile, ginger, and artichoke leaf to relieve occasional heartburn and indigestion. Drug-free.
• Stomach Recover + Hydrate Electrolyte supplement designed to soothe the stomach and rehydrate the gut after digestive discomfort.
• Occasional Constipation Relief Drug-free supplement to relieve occasional constipation.
• Sleep Support Melatonin-free sleep supplement with magnesium, L-theanine, reishi mushroom, and passionflower to help users fall asleep faster and stay asleep without next-day grogginess.
• Tension Relief Natural supplement formulated with willow bark, feverfew, skullcap, magnesium, and boswellia to relieve stress, tension, and occasional head discomfort; company clinical study showed 79% of participants experienced decreased feelings of head tension after 30 minutes.
• Elderberry Immune Gummy Daily immune support gummy with elderberry, zinc, and vitamin C to support immune health year-round.
• Pollen Defense Non-drowsy seasonal support supplement with nettles, butterbur, tinospora, and spirulina to support sinus comfort and respiratory wellness during seasonal changes.
• Happy Tummy Bundle (Hilma Kids) Pediatrician-formulated bundle for children combining Happy Tummy Fiber Powder and Happy Tummy Regularity Support gummies to relieve occasional constipation and provide daily fiber.
• Happy Tummy Fiber Powder

Quantifiable outcome

• 79% of participants saw decrease in feelings of occasional head tension after 30 minutes (Tension Relief clinical study)
• +2 more outcomes

Named customers1 record

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Scale indicators3 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Ritual: Ritual is a DTC subscription supplement brand offering clinically-backed vitamins and probiotics to health-conscious women. Directly comparable to Hilma in positioning (science-backed, clean-label, female-founded, subscription-led) and product categories (digestion, sleep, immunity).
• Seed: Seed is a DTC synbiotic (probiotic + prebiotic) brand with deep clinical research and a subscription model. Highly comparable to Hilma's microbiome/gut health focus (Daily Pre + Probiotic + Herbs), clean-label philosophy, and emphasis on scientific evidence.
• Care/of: Care/of is a personalized vitamin and supplement subscription brand sold DTC and through retail. Directly comparable in target customer (wellness-oriented adults), subscription GTM, and broad digestive/immune/sleep category overlap with Hilma.
• Thorne: Thorne is a premium, science-backed supplement brand serving both consumers and healthcare practitioners. Comparable to Hilma in clinical research emphasis, NSF/cGMP manufacturing, and premium positioning across digestion, sleep, and immune categories.
• Gaia Herbs: Gaia Herbs is a long-standing herbal supplement brand focused on plant-based remedies for sleep, stress, immunity, and digestion. Directly comparable to Hilma's herbal-first, clinically-studied positioning and overlapping use cases (sleep, tension, immune).
• Moon Juice: Moon Juice is a premium DTC wellness brand selling adaptogens, herbs, and supplements for sleep, digestion, and stress. Highly comparable to Hilma in target demographic (wellness-oriented women), premium pricing, and category overlap (sleep, tension, digestion).
• MaryRuth's: MaryRuth's is a fast-growing DTC + retail liquid supplement and gummy brand with strong women's and family positioning. Comparable to Hilma in clean-label positioning, multi-channel DTC + mass retail distribution (Target, Amazon, Whole Foods), and category overlap including digestion, sleep, and kids' wellness.

Broad incumbents

• Pure Encapsulations: Pure Encapsulations is a Nestlé Health Science-owned professional-grade supplement brand with broad practitioner distribution. Comparable as a science-backed, hypoallergenic supplement leader; overlaps with Hilma on digestive and sleep categories but at a much broader SKU and channel scale.
• Nordic Naturals: Nordic Naturals is a leading natural omega-3 and supplement brand with extensive retail distribution. Comparable as a clean-label, third-party-tested natural supplement brand; Hilma was featured alongside them in Vogue's March 2026 article on best supplement brands.
• Olly: Olly (Unilever-owned) is a mass-market gummy supplement brand sold through major US retailers including Target, CVS, and Walmart. Comparable as a clean-label, women-targeted supplement brand with significant retail presence overlapping Hilma's distribution channels.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/HILMA.CO
• LinkedInlinkedin.com/company/hilmaco
• Instagraminstagram.com/hilma_co
• TikToktiktok.com/@hilmaco
• Xx.com/hilma_co

Compliance9 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds4 records

Investors6 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Hilma