At 24, Melissa Ben-Ishay thought she was starting her career path in advertising. Instead, she got fired from her first post-college job at Deutsch, where she worked as a media planner. “I was lucky to be fired from my job because I wasn’t very good at it,” she admits, reflecting with humor on a moment that could have felt like failure. In hindsight, it was exactly the push she needed — a redirection that launched her into a sweeter, far more authentic calling.
That detour became Baked by Melissa, the now-iconic bakery known for its bite-sized cupcakes in whimsical flavors. Since its debut in 2008 with a single SoHo pop-up window, the brand has grown into a nationally recognized name, boasting 14 storefronts and shipping boxes of mini cupcakes to dessert lovers everywhere. Whether it’s nostalgic classics like PB&J and Chocolate Chip Pancake or seasonal specialties like Churro, Ben-Ishay has built a business on bite-sized joy — a simple idea that has become a cultural mainstay.
Building Something Sweet
For Ben-Ishay, baking was never just about sugar and butter — it was about creating small, shareable moments of happiness. Her miniature cupcakes became a canvas for creativity, with variety packs that encourage trying (and sharing) more than one flavor. Over the past 15 years, she’s kept the brand fresh with new collections and limited-edition drops, all while keeping the nostalgic heart of Baked by Melissa intact.
But even as the business has flourished, Ben-Ishay has continued to evolve herself. In 2020, during the early months of the pandemic, she started filming her everyday meals and recipes on TikTok. What began as a casual outlet quickly turned into a new identity: TikTok chef.
The Viral Salad Queen
Scroll through social media, and it won’t take long to stumble across the phrase “Melissa Ben-Ishay Salads.” With her chopping board, colorful produce, and signature “salt and pep” seasoning, she’s turned simple salad-making into a viral sensation. Today, more than 2.6 million followers watch her mix veggies, drizzle dressings, and prepare meals for her family of four.
“It’s so soothing,” she says of cooking, which she views as equal parts therapy and creativity. Baking was her first passion, but cooking gives her a chance to nourish her family while connecting with a larger community online. She laughs about the common misconception that her dinners come together in the 90 seconds of a TikTok clip: “I feel like people think it actually takes me a minute and 30 seconds to make dinner. The point always is, you have to put the work in.”
And that’s the through line of her story — putting in the work, whether in a kitchen, a bakery, or a boardroom, while still finding joy in the process.
A Morning Routine Made for Balance
For all her success, Ben-Ishay is quick to credit structure and routine for keeping her grounded. She wakes up at 5 a.m. each day, carving out time for movement before the rest of the household stirs. Daily workouts, she says, aren’t just for physical health — they’re essential for her focus and energy.
But her routine isn’t all discipline. She also believes in the power of indulgence, starting with desserts at every meal. It may sound unconventional, but to her, it’s part of living mindfully: enjoying the little things while balancing them with nourishment and activity. “A little indulgence does the body and mind a lot of good,” she insists.
Redefining Success
Ben-Ishay’s journey proves that setbacks can be springboards. Getting fired from her first job could have left her floundering, but instead, it propelled her toward a career that feels less like work and more like purpose. She built a brand that brings joy through cupcakes, then reinvented herself again as a voice of healthy, balanced living through social media.
What ties it all together is her authenticity. Whether she’s brainstorming new flavors, posting a chopped salad recipe, or managing life as a mom of two, Ben-Ishay shows up as herself — open, relatable, and willing to laugh at her own missteps.
The Takeaway
Melissa Ben-Ishay didn’t plan for any of this: not the firing, not the bakery empire, not the viral TikTok fame. But she embraced each turn as it came, putting in the work while leaving space for joy. Her mornings start early, her meals end with dessert, and her life is proof that success is best served in bite-sized pieces — with a sprinkle of salt and pep on top.
