Money buys founder an accelerated timeline. With consumer products like these it's much easier to get to your first 10 or 100 customers when you have the funds to spend on ads vs trying to get them organically.
When I was hustling into the fray of starting a direct to consumer business, our head of branding and marketing previously ran the launch strategy at AdoreMe, a lingerie company. When they launched, they decided to feature a corset only line since it was the only lingerie related keyword on google that Victoria Secret wasn't bidding on it. They combined that was early influencer marketing to dominate a niche with cheap cost per click.