Melissa Ben-Ishay

Melissa Ben‑Ishay is an American entrepreneur, culinary innovator, and the co‑founder and Chief Executive Officer of Baked by Melissa, a New York‑based dessert company celebrated for its signature bite‑size cupcakes, nationwide shipping, and creative flavor collaborations. Headquartered in New York City with 14 retail locations across the New York metropolitan area and beyond, Baked by Melissa has become a beloved staple of modern dessert culture, selling more than 400 million cupcakes since its founding in 2008 and generating tens of millions in annual revenue. Ben‑Ishay, who has led the company since 2019, continues to guide its growth while maintaining its brand identity as a multi‑million‑dollar “small business” focused on quality, creativity, and customer connection.

Ben‑Ishay launched Baked by Melissa after being fired from her advertising job, turning her love of baking into a thriving venture with help from co‑founder and brother Brian Bushell. What began as homemade cupcakes and cold calls from her Manhattan apartment grew into a dynamic business with retail storefronts, nationwide delivery, and a deep community of loyal customers. The brand’s emphasis on fun, variety, and shareable experiences has made it a go‑to for birthdays, holidays, and corporate gifts.

Beyond her leadership of Baked by Melissa, Ben‑Ishay has embraced the power of social media to grow the brand’s reach. Beginning in 2020, she began posting videos on TikTok — not just of cupcakes, but of everyday cooking — building an online community of more than 4 million followers and turning viral content into business strength. Her “Green Goddess” salad recipe became one of TikTok’s top food videos and broadened the brand’s appeal beyond dessert.

In addition to her business and social media success, Ben‑Ishay is a bestselling author with the cookbook “Come Hungry: Salads, Meals, and Sweets for People Who Live to Eat,” which debuted in 2024. As a keynote speaker and thought leader, she shares insights on entrepreneurship, brand building, and digital community engagement, exemplifying how authenticity and creative risk‑taking can drive lasting success in today’s marketplace.