Our guest today is Hilary Quartner, one of the founders and Co-CEOs of Hilma. Hilma creates natural remedies for your medicine cabinet that are backed by science. Previously Hilary worked at The Wonderful Company, FIJI Water and was part of the founding team at Jet Black.You can Hilary on Instagram @hilarykquartner and Hilma @hilma_co. You can also follow your host, Mike, on Twitter @mikegelb. You can also follow for episode announcements @consumervc.A book that inspired her professionally is Competing Against Luck by Clayton Christensen and two books that inspired her personally are Educated by Tara Westover and The Autobiography of Malcolm X by Malcolm X and Alex Haley.Here's what you will learn:What attracted Hilary to consumer brands and entrepreneurship. How Hima came together and the opportunity her and her co-founders' saw. How they thought about differentiation. Lessons learned in developing "The Clinical Herbal" category.Decision making process when you have co-CEO business structure. How she thinks about organic growth. Some of the early mistakes when founding Hilma. What was most critical to her success? Why they chose to fundraise? Some of the effects COVID has had on their business? One piece of advice for founders