How did your career as a self-taught baker begin? How does this play a part in your content creation?
My journey as a self-taught baker began with a deep love for food and a fascination with trying new things. From a young age, I was drawn to the art of baking, experimenting in the kitchen, and often learning through trial and error. Those early attempts weren’t always successful, but they fueled my passion and taught me resilience in perfecting recipes.
Baking and hosting became a natural extension of who I am, but I never considered sharing it on social media until TikTok came into the picture in July 2019. Like many creators, I started experimenting with various types of content to see what resonated. Taking a leap of faith, I shared a baked doughnut recipe, which unexpectedly went viral, earning 4 million views and gaining me 50,000 followers almost overnight.
That moment was pivotal—it showed me the power of combining my love for baking with storytelling and creativity. Since then, I’ve been committed to sharing recipes daily, focusing on creating content that inspires others to bake, try new things, and enjoy the process. My self-taught journey is a constant reminder to my audience that you don’t have to be perfect to start; you just need passion and perseverance.
Tell us about your new cookie starter kit company, Homemade ish!
After over five years of baking consistently, I knew I wanted to share my creations with others without committing to opening a bakery—at least not yet. I wanted to scale my passion for baking and my vision for what I represent as a brand. That’s how Homemade Ish was born—a baking company designed to make baking fun, simple, and approachable.
One common reaction I’d hear when talking to people about baking was, “I wish it wasn’t so precise like cooking!” I realized there was a need for a solution that allowed for creativity without the pressure of perfection. Baking mixes are a go-to for convenience, but so many options on the market are packed with preservatives, gums, and artificial colors that don’t align with what I believe baking should be about—quality ingredients and real creativity.
Homemade Ish solves this by providing an elevated, better-for-you cookie starter mix that acts as a versatile base for endless cookie creations. It’s designed to empower bakers of all levels to have fun, experiment, and create something delicious without the hassle. This brand is my way of bringing effortless luxury and joy back into baking.
What’s your favorite part about the New York content creator community?
I love how everyone knows each other. It's always nice going to events and knowing that I will know at least one person and will be able to catch up with them.
How does creating recipes as content for social media inspire mix ideas for Homemade ish? From the beginning, I envisioned social media as a stepping stone to building something bigger, even before I knew exactly what that would look like. When I started developing Homemade Ish about two years ago, I realized how invaluable social media was as a testing ground. Every recipe I shared became an opportunity to learn what my audience loves, resonates with, and craves the most.
Their reactions—whether it’s excitement about a specific flavor or challenges they face in baking—directly shape the direction of Homemade Ish. Social media is my biggest source of inspiration, helping me refine not only our current offerings but also the vision for where the brand is headed. It’s a constant feedback loop that fuels creativity and innovation as Homemade Ish continues to grow.
Are there any fun cookie flavors on the horizon for the brand?
At Homemade Ish, the ultimate goal is to create a one stop shop baking brand that covers a wide variety of desserts. We started with our hero product, the Cookie Starter Mix, to set the foundation for creativity and versatility.
Looking ahead, we’re excited to introduce new base mixes for other desserts. While I can’t share too many details just yet, I’m already working on our next mix, which is set to launch in 2025. It’s part of a larger vision I have for Homemade Ish to become a go-to brand for anyone looking to make baking both fun and effortless. I can’t wait for everyone to see where we’re headed—it’s going to be delicious!
Follow along:
@homemadeish
www.homemadeish.com
@danahassonn