Everything Just Baked Creator Celebrates Debut Cookbook

Justin Ellen, the bright, sunny baker and content creator behind the popular social media brand Everything Just Baked, is lighting up the dessert world yet again with his debut cookbook “Better Than Grandma’s: Comfort Desserts We Grew Up Loving.”

At just 23, the cake artist has built a massive following across platforms, cheerfully sharing the joy of baking while inspiring people to get into the kitchen and make something. From baking cakes after school to competing on the Netflix baking show “Is It Cake?” his meteoric rise to stardom has been impressive to watch, and he owes it all to his grandmothers.

“I grew up baking from scratch because of my grandmas, and those are some of the best memories I have being in the kitchen,” he explains. “Overall, the cookbook is just about honoring them, the recipes, and how they taught me, while making baking accessible.”

Started at Grandma’s House

Ellen shares more about what inspired his love for desserts growing up. “I started baking when I was young with my grandmother, Nana. She makes everything from scratch—pies, breads, cookies—anything you can think of. And every holiday I would go into the kitchen to help out.”

From there, he began exploring his passion for baking on his own, finding his specialty in cakes. “When I was like 10ish, I asked for a KitchenAid mixer for Christmas. I don’t know what was wrong with me, but I just really loved being in the kitchen,” he recalls, smiling. “Then, as I got older, I would watch YouTube videos of cake decorating.”

The New Jersey native shares how he would come home from school and attempt these elaborate 3-tiered cakes, trying to replicate what he was learning from the videos. “It would be a fail,” he admits with a laugh. “But I just really had fun doing it. And as I kept on doing it, I got better and better.”

As his skills grew, his family began encouraging him to post his work on social media for others to see, and after some reluctance, he finally did. “At first, I was like, ‘No, you’re crazy,’ but one day I decided to do it. Then I started getting orders, and I accidentally created a business, which is Everything Just Baked.”

Building the Brand Everything Just Baked

What began as a simple operation and a few followers on Instagram quickly grew into a great demand for his talent and creativity, leading to opportunities that he never imagined possible at his age—from baking cakes for celebrities like Mary J. Blige and for events like Broadway shows, to being cast on the Netflix baking show “Is It Cake?” at 18.

“I got a huge following from the show, a lot of exposure, and brand deals. And that’s when I realized, like, oh, social media could be a full-time job,” the food creator explains. “So, I slowly continued growing my following and slowly started accepting fewer and fewer cake orders. And fast forward to today, I don’t sell cakes anymore.”

Currently, Ellen is committed to creating content for Everything Just Baked and the release of his new cookbook on September 15. “My upcoming cookbook is called ‘Better Than Grandma’s: Comfort Desserts We Grew Up Loving,’ and I know it’s like, oh my God, what are you saying?” he laughs. ‘But the book you’ll learn is really a homage to all my grandmas.”

He adds, “I was lucky to grow up with three grandmothers, and they’re still here with me. And you learn about how each of them plays a different role in me. And you also learn how we come from a very teasing, joking family, hence the title Better Than Grandma’s.”

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Seen and Celebrated

The young baker also invests his time in his nonprofit initiative, We Bake A Change, which donates custom cakes nationwide to those desperately in need of something sweet.

“We coordinate bakers with recipients who are going through hardships like financial, mental, medical, honestly anything, just to help spread more joy,” he shares about the initiative. “I think it’s important that everyone gets the opportunity because having something specially made for you makes you feel very seen and celebrated.”

Having fully turned his attention to social media, the content creator also expresses his desire to make people feel seen through his content and media presence. “Growing up, I didn’t see a lot of Black bakers on TV; there was a real lack of representation. So, I hope that I can be that representation, especially for the younger generations, and especially as a young Black baker.”

Ellen shares more about his experience and how he remains grounded in his work. “Being a Black content creator and entrepreneur definitely has its struggles, but I always just try to stay true to myself, stay focused, and avoid comparisons as much as possible,” he says.

GET THE RECIPE: Coconut Cream Cupcakes

Beyond the cakes, there is a bigger message and purpose that he hopes people will not only take away from his content but his story. “I feel like it’s just important to stay authentic to yourself. And for me, one of my goals, especially with my content, is that I always just want to inspire and uplift people. It doesn’t matter where you’re from or what you look like; anything is possible as long as you just try and are consistent with it.”

“Better Than Grandma’s: Comfort Desserts We Grew Up Loving” can be pre-ordered on his website before the official release on September 15. To learn more about Everything Just Baked and Justin Ellen, you can follow him on TikTok or Instagram at EverythingJustBaked.