Meet Melissa Ben-Ishay, Founder of the Beloved Cupcake Brand Baked by Melissa

Welcome to Second Life, a podcast spotlighting successful women who've made major career changes—and fearlessly mastered the pivot. Hosted by Hillary Kerr, co-founder and chief content officer at Who What Wear, each episode gives you a direct line to women who are game changers in their fields. Subscribe to Second Life on Apple Podcasts, Spotify, or anywhere you get your podcasts to stay tuned.

Over a decade ago, bespoke mini cupcakes in innovative flavors quickly became the latest dessert craze in Manhattan. These cupcakes transcended beyond the dessert world, infiltrating the beauty and fashion industries as the go-to gift or event delectable. And everyone knew the brand Baked by Melissa. At the helm of the namesake dessert brand is Melissa Ben-Ishay. In 2008, Ben-Ishay began selling cupcakes out of her New York City apartment and hand-delivering them throughout the city. By 2009, Baked by Melissa opened the doors to its very first retail location, a small pickup window in SoHo. Today, Ben-Ishay has grown her business into a certified sensation with 14 retail locations in New York, one in Boston, and a massive e-commerce platform that ships treats nationwide for every gifting occasion. Impressively, Ben-Ishay has sold over 250 million bite-sized cupcakes to date. 

While Ben-Ishay is known for redefining desserts, she went viral on TikTok in 2021 for her Green Goddess Salad, sharing her philosophy that if you get nourishment from mealtime, you can enjoy dessert every day. Ben-Ishay's viral moment catapulted her to new fame as a social media content creator who shares everyday meals that empower her viewers in the kitchen. 

Before she led a multimillion-dollar company and navigated her new norm in the social media spotlight, however, Ben-Ishay worked in advertising as an assistant media buyer. In fact, this job ultimately led her to start baking out of her apartment as she was unexpectedly fired from the position.

Listen to the latest episode of Second Life to hear how Ben-Ishay's career is truly the epitome of the common phrase, "When one door closes, another one opens." Plus, keep scrolling to shop some of our favorite Baked by Melissa treats.

Next: Madison Utendahl Reveals How Storytelling Can Transform Your Brand