Count Baked by Melissa founder Melissa Ben-Ishay among the entrepreneurial success stories born from escaping the corporate rat race. Before launching her celebrated cupcake company, Ben-Ishay worked at an ad agency in New York City—a job she found unfulfilling. The day she was fired proved to be an “aha moment,” she recently told CNBC. She visited her brother at work, and he suggested they start a business selling her cupcakes. They quickly created a website and photographed cupcakes using a white sheet as a backdrop.

In 2008, Ben-Ishay handled everything herself: hand-delivering cupcakes to tastings, cold calling caterers from her bedroom, and boarding the subway with a white cardboard deli box full of her trademark tie-dye sweets. At that time, every cupcake was baked in her tiny New York City apartment kitchen.

Baked by Melissa soon spread across the city with its bite-sized cupcakes in tie-dye boxes. Her significant break came when the owner of Cafe Bari, who had become enamored with the cupcakes, offered Ben-Ishay the use of his commercial kitchen in exchange for supplying him cupcakes at cost for the NYC holiday markets.

“Seven months after we founded the company, my dad drove in from Bergen County and helped me move all of my stuff from my little teeny kitchen to the basement of Cafe Bari,” she recalled at a recent CNBC event. The cafe owner became a shareholder in Baked by Melissa, enabling the company to use the space for years. The organic foot traffic was already lucrative, but as the press caught on, people lined up around the corner. A year after moving into the Cafe Bari space, Baked by Melissa opened its second location in Union Square.

Since then, Baked by Melissa has grown into a global business with 14 brick-and-mortar locations, nationwide delivery, and a following of over 2.5 million on TikTok. Ben-Ishay has also assumed the role of CEO and recently published her second cookbook, “Come Hungry.”

Social media has become increasingly crucial in building the “cupcake empire.” In 2021, Ben-Ishay’s “green goddess” salad recipe went viral on TikTok and became Google’s No. 6 most-searched recipe nationwide, with 1.6 million searches in 2022. The recipe, recreated by celebrities like Cardi B and Lizzo, led to Ben-Ishay appearing on the Today Show and posting a recipe for “green goddess” ranch, which garnered nearly two million more views than the original recipe. Now, fans eagerly follow the recipes and routines Ben-Ishay shares on TikTok.

“Social media can be an incredible tool,” she told CNBC in an email. “You can do anything when you maintain the right attitude ... show up every day (aka make it your job), listen to your audience, and work to create quality content.”

Becoming a cookbook author backed by social media success has helped Ben-Ishay move beyond the cupcake brand. “I wanted to share that philosophy and a way of eating that prioritizes nourishing ingredients in every meal,” she said. “I hope readers gain a sense of confidence in the kitchen through my recipes, that they can use with any ingredients in the future.”

However, the road to success has not been without its challenges, especially as a female founder. Studies show that women face significant hurdles in entrepreneurship, including less access to funding and high levels of skepticism from a male-dominated investor world. Despite these challenges, the rate of new business formation among female entrepreneurs is rising, and more women are investing in female-founded firms. These issues contribute to research showing that female-run businesses often outperform the market, leading to the creation of ETFs tracking women-led companies.

Ben-Ishay has experienced gender-based obstacles firsthand. “It’s hard to succeed in business regardless of your gender,” she said. “But some challenges I’ve found to be more unique to females. I think often men are overconfident, while women lack confidence. I didn’t become CEO of the company that bears my name until 2019, and even when I was put into the role, I thought I couldn’t do it. I was wrong.”

Now a successful CEO and social media personality, Ben-Ishay has built a uniquely compelling brand. The freedom and unpredictability of entrepreneurship leave her feeling fulfilled—she loves stepping out of her comfort zone and tackling challenges. “I embrace it,” she said. “That’s when we learn and grow the most.”

Ben-Ishay’s journey from corporate discontent to entrepreneurial triumph underscores the importance of resilience, creativity, and leveraging modern tools like social media to build and expand a brand. Her story is a testament to the potential for success when passion and perseverance converge.

One of the key factors in Ben-Ishay's success has been her ability to adapt and innovate. From the early days of personally delivering cupcakes to mastering social media marketing, she has consistently found ways to connect with her audience and expand her brand. Her viral green goddess salad on TikTok is a prime example of how leveraging digital platforms can significantly boost a business's reach and engagement.

Moreover, Ben-Ishay’s dedication to quality and customer satisfaction has helped Baked by Melissa stand out in a crowded market. Her commitment to using premium ingredients and maintaining a high standard of product quality has earned the brand a loyal customer base. This focus on excellence is reflected in the meticulous attention to detail in every aspect of the business, from product development to customer service.

As Baked by Melissa continues to grow, Ben-Ishay remains focused on expanding the brand’s presence both online and offline. The company’s successful integration of e-commerce and brick-and-mortar locations demonstrates the effectiveness of a multi-channel approach in today’s retail environment. This strategy not only enhances accessibility for customers but also provides multiple revenue streams, contributing to the overall stability and growth of the business.

In addition to her entrepreneurial achievements, Ben-Ishay is also committed to giving back to the community. She has been involved in various philanthropic efforts, supporting causes related to food security, education, and women’s empowerment. This dedication to social responsibility further solidifies her reputation as a leader who is not only focused on business success but also on making a positive impact on society.

Ben-Ishay’s story is a powerful example of how passion, perseverance, and strategic use of modern tools can lead to extraordinary success. Her journey from a dissatisfied corporate employee to a celebrated entrepreneur and CEO serves as an inspiration to aspiring business owners everywhere. As Baked by Melissa continues to flourish, it is clear that Melissa Ben-Ishay’s innovative approach and unwavering dedication will keep her at the forefront of the industry for years to come.