Josh De Leon
Underground Creamery | Houston, TX
September 2025
After migrating to the United States from the Philippines in 2001, Josh De Leon grew up in the heart of Houston. He earned a degree in mechanical engineering from the University of Houston before working for Southwest Airlines as a ramp agent. Ice cream maker, however, was never something he expected to add to his resume until an unrelated hobby turned him into a zealot. While training as a powerlifter, De Leon’s go-to treat was always ice cream. He started to gain a following by posting ice cream reviews on bodybuilding forums, and then on Instagram, sampling pints from all over the country. De Leon’s dedication to the subject led him to purchase an ice cream machine of his own. He learned the ice cream craft from YouTube videos and cookbooks from Rising Stars alum Dana Cree, Pastry Chef David Lebovitz, and the folks behind Ample Hills Creamery.
Once he had a firm grip on the basics, De Leon began concocting his own original flavors. He made so many batches that he started selling them to coworkers to free up freezer space at home; when he noticed that his addictive ice creams started to mysteriously disappear from the airport break room refrigerator, De Leon decided to sell his extra pints via a secret online Google Doc. Using a scarcity model—with limited quantities, live updates, and scheduled Friday night drops—he built a loyal customer base for his emerging brand, eventually hosting pop-ups and moving into a shared kitchen space at the Black Labrador in Montrose.
In 2022, De Leon opened the brick-and-mortar location of Underground Creamery. In a space he shares with Rising Star Van Teamer of Pudgy’s Fine Cookies, De Leon has been able to carefully scale up his business. With a pre-order system still in place and a small window through which he distributes his product, he now averages about 1,350 pints a week and offers a wide range of rotating, specialty flavors. The cherry on top: De Leon is also committed to supporting his local community, working closely with organizations like I’ll Have What She’s Having and PX Project.
