Jul 8, 2026
She Co-Founded Hims and Hers. Now She's Coming for Your Morning Routine.
Ramon Vela
sits down with Hilary
Coles, Co-Founder & CEO of POCA and Co-Founder
of Hims & Hers, for a warm and
revealing conversation about the lessons learned scaling a
billion-dollar brand, the gap in the low-sugar coffee and matcha
category, and the deeply personal conviction behind her newest
venture.
* The suit story that changed everything. At 22, living at her
mom's house on $30,000 a year, Hilary's boss quietly sent her to a
private shopper and bought her two suits. It wasn't about the
clothes. It was about being told, without words, that she belonged
in the room. That moment shaped how she leads and how she shows up
for others to this day.
* What Hims and Hers taught her that no business school could.
Building a category-defining brand from zero gave Hilary a
front-row seat to what it really takes to scale with speed while
staying true to the consumer. She brought every lesson into
POCA.
* The gap nobody was filling. Hilary wanted a low-sugar,
great-tasting coffee and matcha option that didn't taste like a
compromise. When she couldn't find one, she built it.
POCA uses allulose and monk fruit for sweetness, adds a boost
of fiber, and comes in flavors like vanilla, caramel, and
pistachio.
* Ritual is the product. POCA is not
just a beverage. It is designed to become the warm cup of something
special that anchors your morning and your day. Hilary talks about
building a brand that people reach for not because they have to,
but because they genuinely want to.
* Watch closely toward summer and fall. New flavors and innovations
are on the way as POCA continues to clean up the coffee and matcha
aisle. Right now they are available at pickpoca.com and TikTok
Shop.
Join us in listening to this episode for a genuinely inspiring
conversation about building with intention, leading with belief in
others, and finding the white space hiding in a category everyone
else overlooked.
Whether you are a founder, a wellness-minded consumer, or someone
who just wants something sweet without the sugar crash, this one
has something for you.
Visit: https://pickpoca.com/
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