About Adam Webb — British founder, Lifelong Deo, Kickstarter Expert Partner

Products people can't quite believe don't already exist.

I've always been drawn to problems the market keeps ignoring. Bulky glasses cases everyone carries around and hates. Deodorants sold in single-use plastic tubes that get chucked out weekly. Gym contracts that punish you for travelling.

The products I build share three things. They're sustainable, because I refuse to add more plastic to the world. They look and feel like something you'd actually want to own for years, not use once and forget. And they solve something specific rather than trying to "improve the category."

Four products, one idea.

First solo campaign

Oqular Clip

A slim, low-profile magnetic clip that replaces the bulky plastic glasses case nobody actually likes carrying around. If your glasses aren't on your face, they clip somewhere small and out of the way. Simple problem, no proper solution on the market. So I made one.

I'd already run several Kickstarter campaigns by this point, but Oqular Clip was the first one I ran completely on my own. No partner, no team, no one to hand the difficult bits to. Every decision, every email, every design choice, every backer message. It taught me what I could handle alone. Which turned out to be all of it.

See Oqular Clip →

The lightbulb

Lifelong Deo Luxe

The lightbulb moment came from staring at my bathroom shelf. Every deodorant on it was single-use plastic. Every one of them would end up in a bin. I couldn't understand why nobody had done a proper refillable system, with a case you'd actually be happy to own for the rest of your life.

Lifelong Deo Luxe was the first attempt. Luxury materials, refillable core, zero plastic. I built the whole thing alone. No investment, no team, no agency. Kickstarter carried the launch.

Backers loved it. They were writing thank-you emails after unboxing. But at the luxury price point it wasn't going to reach the mass market I wanted to change. So I built the next one.

See Lifelong Deo →

Scaling out

Lifelong Deo Vibes

Same refill system, more accessible price. Same plastic-free promise, softer materials, a design that fits more bathrooms and more budgets. Vibes exists because Luxe proved the concept and I wanted a version that could actually reach a million users, not a thousand.

See Lifelong Deo Vibes →

Growing the brand · Kickstarter coming soon

Lifelong REEfill

The growth engine. A subscription refill system that keeps the core Lifelong promise, no single-use plastic ever, while making it effortless to stay in the system month after month. This is what turns Lifelong from a great product into a real brand people build a habit around.

Launching soon on Kickstarter.

Get notified on Kickstarter →

Two businesses that failed. Both taught me things I couldn't have learned any other way.

I don't hide these. They're the reason Lifelong is what it is.

Paris · e-commerce · early 2010s

The first iPod and iPhone repair company in France.

My first proper foray into business. Central Paris. I launched the first e-commerce iPod and iPhone repair company in France. It ran well. Really well. Right up until people stopped using iPods.

Lesson: even a good business dies if the category dies underneath it. Diversify or die when the platform shifts.

Stockholm · consumer service · mid 2010s

GymGo — Sweden's first pay-as-you-go gym membership.

Instead of committing to one gym, one contract, one location, GymGo let you pay only when you trained, at any of the 50+ gyms in the network. I signed up more than fifty of them. The infrastructure was real.

The Swedish market laughed. They didn't understand the concept. Training at two different gyms? Absurd, apparently. I was too early, and I was the wrong nationality to sell it to them.

A year or two later a Swedish founder saw the same idea, wrapped it in a local pitch, raised proper investment, and built it into a real business. Blew me out the water.

Lesson: being too early is the same as being wrong. And sometimes the market only listens when the pitch comes from one of their own.

Lifelong is my income. Consulting, I do for love.

Lifelong is my main focus and my main income. It's the business. Everything I've learned about launching products, telling stories, running on Kickstarter, and going from luxury proof-of-concept to accessible mainstream lives in it.

The Kickstarter consulting side of adamwebb.pro exists because founders kept messaging me asking how I did it. So I wrote it down and put it in one place.

The honest reason my prices are a fraction of what agencies charge is that I don't do this for the money. Lifelong pays my bills. A £60 strategy call is affordable because I'm not running it as a business, I'm running it as a way to hand back what I've learned to founders who otherwise couldn't afford proper help. Agencies quote £8,000 for the same conversation because they carry a payroll and I don't.

What I'm building next: three new Lifelong products coming through Kickstarter in early 2027. Hand soap, body wash, shampoo. Same refill system, same no-plastic promise.

I build products that shouldn't exist yet.