Lily Galef is the Co-Founder and Chief Brand Officer of Hilma, a brand that recently launched that is reimagining our medicine cabinets with natural remedies, that are all backed by science. Think natural and homeopathic alternatives to Advil for example. Prior to starting Hilma, Lily built her career as a creative brand marketer and strategist managing content and partnerships at some really impressive companies like Vogue, Vox and Refinery29. At a certain point in her career, she felt she had to take a step back and really ask herself if the jobs she was going for were for the sake of having a "cool job" or if they were really fulfilling her deeper needs and goals and eventually got comfortable with the fact that having the glamorous job for the sake of having a glamorous job was not cutting it for her. She also had come across a major pain point which was that the health and wellness space was offering alternatives to every area of our life except for our medicine cabinets, which is arguably one of the most important areas we should be paying attention to. She and her co-founders took that insight and ran with it and after two years of research, assembling a world-class team of scientists, and kicking off three clinical studies, they were ready to launch Hilma not too long ago and have already gotten a ton of buzz in the wellness space.
She walks us through how her past jobs have helped set her up for success in leading Hilma in all things brand strategy, the first steps she and her co-founders took to test to see if the concept of Hilma was viable, how they test for efficacy and why being grounded in science has been their biggest differentiator, how the over the counter aisles and supplement aisles are starting to overlap, why spending time alone opens you up to a lot of growth.