Bootstrapped, Product-Led, and Built to Last with Adam Simone

Let’s just get right into it: if you’re building a product, marketing a product, or just daydreaming about quitting your job to make something cool, this episode is for you.

This week on Above The Fold, I sat down in NYC (aka my second home that I don’t pay rent for) with my new friend Adam Simone. He’s the co-founder of Leaf Shave and Smoosh — two brands born from the same brain trust and a whole lot of engineering grit. We covered everything from designing razors that actually work to launching scrubbable body care products with names that may or may not make you giggle.

If you want to hear what it really takes to bring a product from idea to market (and why feedback isn’t always the holy grail), Adam lays it all out. No fluff, no jargon—just real talk from someone who's done the thing.

From medical robotics to body scrubbers: how Adam got into CPG

Turns out Adam didn’t come from a CPG or marketing background—he has a degree in Mechanical Engineering He and his co-founder (also named Adam, yes, really) were working on orthopedic surgery tech when they decided to start tinkering with razors on the side. A few years of 3D prints, late nights, and prototypes later, Leaf Shave was born.

Product first, always

Adam is all in on the product.

He’s not out here chasing trends or focus-grouping every little thing. Instead, he builds the thing he wants to see in the world and then listens closely to actual customers once it’s out in the wild.

He calls it the “paper straw problem”—if the eco option sucks to use, no one’s gonna stick with it. The solution: make a product that’s better and just so happens to be low-waste.

On launching Smoosh (and why the second brand was way harder)

After Leaf Shave took off, Adam and co decided to launch a second brand, Smoosh — a silicone body scrubber with embedded bar soap. It started as a tool to help Leaf customers lather better in the shower… but quickly took on a life of its own.

Turns out, Smoosh has a totally different customer base. Like, completely different. Which means different messaging, different distribution, different marketing channels—all with the same team. (Spoiler: it’s a lot.)

Adam’s still committed to building this second brand with intention. Even if it means being the one manually posting on socials, testing packaging ideas, or explaining “Smoosh” one more time.

What startup life actually looks like

Adam’s built two successful brands from the ground up—and he’s done it without raising outside capital. That means no VCs breathing down his neck and no aggressive growth mandates. But it also means every single decision is his to make.

He’s honest about the realities of it all: the tradeoffs, the long weekends, and the weird joy of checking customer support emails at 11pm. Still, he’s built a chill work culture where his team of 13 gets paid, gets profit distributions, and doesn’t have to grind just to prove something.

When TikTok stopped working and no one knew why

At one point, TikTok was Leaf’s biggest top-of-funnel engine. One viral video turned into a fast-growing account, regular six-figure views, and a direct path to revenue.

And then… it all fell apart. Thanks to one innocent sound effect that got flagged by TikTok’s algorithm (long story), their reach tanked. Overnight, their audience became 95% outside the U.S.—in markets they don’t even sell to.

They worked with TikTok support. Nothing fixed it. Eventually, they stopped prioritizing the channel.

It was a good reminder that growth channels can change fast, and what works one month might not work the next.

What’s ahead for Leaf and Smoosh

Right now, Leaf is profitable and supports Smoosh as it grows. Smoosh is gaining traction, and retail is on the horizon—especially with a product that has such broad appeal.

Leaf, with its higher price point and more niche audience, will probably stick to DTC and specialty retail for now.

The priority is staying focused on good product, happy teams, and healthy businesses. That’s it. That’s the whole strategy.

Final Thoughts

Product-led growth works when the product actually solves something real. You don’t need 100 opinions before you start—sometimes it's better to trust your gut and ship. Running two brands with one small team forces clarity and prioritization in a way most founders don’t experience. Social platforms can be powerful growth levers, but they’re not stable ground. The goal isn’t just scale—it’s building something that lasts and actually supports people, both inside the business and out.

Whether you’re a product nerd, startup junkie, or someone who just wants to know what the hell a Smoosh is—this one’s worth a listen.

And yes, I got my own Smoosh. You should too.