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“We hand-sculpt everything, without any moulds, so we definitely think of ourselves as creating art — which is always what we set out to do.”
Carolina Wang, a Manhattan activewear designer, and Benny Lina met on Tinder. After a few dates and long walks through Central Park, they launched EatGood — a New York City bakery specializing in custom, hyper-designed cupcakes that start at $20 each.
Their signature: the "Selfie Cupcake," where they used icing and clever printing techniques to put faces — celebrities, influencers, whoever the customer wanted — on each one. Instagram was their primary marketing channel, and it cost nothing. When Carolina heard that model Cara Delevingne was at a nearby Sephora, Benny ran uptown to hand-deliver a cupcake with her face on it. One viral photo later, EatGood was everywhere.
Three years in, their clients include Nike, Adidas, and Madison Square Garden. They sell about 300 high-end cupcakes a week, with cookies running a close second. They've even made a birthday batch for Beyoncé. And they're still doing it part-time, alongside their day jobs.
"When we were thinking about how much to charge, we thought about the daily rates of artists. We hand-sculpt everything without any moulds — we definitely think of ourselves as creating art."
Their tagline says it best: "We're Not New York's Typical Cupcake Bakery."
