How they built Hims & Hers from Zero to $1.6 Billion | What they're Building Now! - Brydge Club by Ruffin Mitchener | Lyssna här

Welcome to the Brydge Club podcast! I'm your host, Ruffin, and today I'm joined by Hilary Coles and Emily Boschwitz, the powerhouse duo behind POCA, a better-for-you coffee syrup that lets people enjoy their favorite café drinks without the sugar crash. Before POCA, Hilary and Emily were on the founding team at Hims & Hers, which they helped scale to a $1.6 billion valuation in just three years and take public. In this episode, Hilary and Emily trace their unlikely paths, from Hilary starting out as an admin and being turned down by nearly every "dream" company, to Emily learning to read in seventh grade and turning dyslexia into a marketing superpower. They break down the early days of Hims & Hers: why they launched with stigmatized products, how men dancing in showers with shampoo bottles became an accidental growth engine, and the channel-diversification strategy that fueled explosive scale. Then they get into POCA, the consumer insight that coffee is "the last allowable vice," how they ran a paint-the-door test before building anything, the food science behind a syrup that actually dissolves in iced coffee, and why brand matters more than ever in the age of AI slop. Along the way, they share hard-won lessons on curiosity as a career strategy, growth marketing, and the AI stack every founder should be using today.

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