The Hero Product A founder’s guide to launching a beautiful brand without going broke The deck arrives in the inbox once a month. The mood is precise. The references are right — Aesop, Buly, Diptyque, Le Labo. The bottles in the moodboard are stunning. The founder is self-funded, the taste is real, the vision is worth believing in. And almost none of them know what it actually costs. This isn’t written to discourage anyone. It’s the opposite. The founders who win in luxury- a