Justin Ellen: From Netflix Baking Star to Entrepreneur & Content Creator
At just 19 years old, Justin Ellen has already turned his passion for baking into a career that blends creativity, entrepreneurship, and media influence. What started as childhood memories in the kitchen with his mom and grandmother grew into a small cake business in high school, and eventually into a global platform where Ellen now shares recipes, content, and collaborations with powerhouse brands like Meta, Disney, and Sony.
Many were first introduced to Justin through his breakout appearance on a Netflix baking competition, where his talent and determination shined—even as he made the difficult choice to miss major milestones like prom and graduation. For Ellen, those sacrifices were stepping stones to something greater. Today, he continues to inspire with his fearless approach to new opportunities and his belief that risk-taking is essential to growth.
Delux sat down with Justin to talk about his journey from family recipes to streaming success, the lessons he’s learned along the way, and how he’s carving out a space as one of the youngest and most exciting voices in baking and content creation.
Delux: You started baking at such a young age — what first drew you into the kitchen, and when did you realize it could be a career?
Justin: I started baking with my mom and grandma for as long as I can remember. My grandma is honestly a little crazy in the best way. During the holidays, she would make everything from scratch: cookies, pies, breads, drinks, if you can think of it she made it. Every year, I looked forward to helping her in the kitchen, and that is where my love for baking began. Plus, I have always had a sweet tooth and will always choose dessert over dinner, so that definitely helped lol. I did not realize baking could be a career until high school. Back then, I started posting my cakes on social media and eventually got some orders. I stayed consistent, and before I knew it, I had built a small business selling cakes. A few years later, I kept posting online, grew a following, and realized I did not have to only sell cakes. I could also create content around baking. Now my career is primarily online. I run a blog where I share recipes for free, post across social media, and work with major brands like Meta, Disney, and Sony. I never thought in a million years that I would be able to make a living without selling a single cake, but here I am, and I love it.
Delux: Missing your high school graduation and prom is a huge sacrifice. Looking back, was it a difficult decision, or did you know right away the Netflix opportunity was worth it?
Justin: It was honestly an easy decision. How many people can say they were on a Netflix show?! The only time I felt upset was in the middle of filming when I saw all my friends posting about graduation. But just a few hours later, that same day, I was surprised with my own graduation on TV with Mikey Day.
Delux: What was the most valuable lesson you took away from competing on a Netflix baking competition at just 18?
Justin: The most valuable lesson I took away from competing was to take risks in life. It was the scariest thing I had ever done. It was my first time on TV, my first time flying, my first time being away from my family, and my first time across the country. I was nervous and scared the entire time, but it completely changed my life and my career. Even though I did not win, I still won in so many other ways. I hope it inspires others to do the things that scare them, because that might be the very thing holding them back in life.
Delux: Did that experience change how you approach baking, business, or even life outside of the kitchen?
Justin: Because of that experience, whenever I am approached with an opportunity in my life, I usually just say yes. Unless something does not align with my goals or my values, I always ask myself, why do I not want to do this? Is it because I am scared? Am I doubting myself? Most of the time, that is the case, and I use this experience to remind myself to just do it.
Delux: You’ve already created cakes for Mary J. Blige, Latto, and other celebrities — how did those opportunities come about?
Justin: I have created cakes for many celebrities already, and truthfully, those opportunities came through social media. I put myself out there so people could find me. If you are not sharing online, how is anyone supposed to know who you are?
Delux: When creating for high-profile clients, do you feel more pressure, or is it just another chance to express your creativity?
Justin: When I am creating for high-profile clients there is definitely pressure, but honestly, I am used to it. I used to sell so many cakes for weddings and major birthdays for regular clients, but I treated all of them like celebrities. I never wanted anyone to be disappointed with what I created. It has always been so special to have someone trust me with their important occasion.
Delux: How do you balance being an artist with being an entrepreneur?
Justin: Being an artist and an entrepreneur definitely has its struggles, but I find it easy to balance because they are so connected. I use my creativity as an artist every day to become a savvy entrepreneur and come up with clever ways to promote my work. At the same time, as an entrepreneur, I am constantly thinking about how I can grow my business. That mindset allows me to step back and objectively look at my work as an artist and figure out how to expand it into something bigger.
Delux: Your cake designs are known for being bold and modern — where do you find inspiration?
Justin: For my baking, I find inspiration in everyday life. It might come from scrolling through Pinterest, trying new restaurants, or even exploring other art forms. My sister loves doing nails, and I often get inspired by her nail art. At the end of the day, art is art — every artist just works with different materials.
Delux: What do you think sets Everything Just Baked apart in such a crowded industry?
Justin: Everything Just Baked stands out because of our story. I did not go to culinary school, I do not have professional training, and honestly, I am a messy baker. But through my content and my art, people can see my genuine love for the craft. My hope is that it inspires others to step into the kitchen too
Delux: As someone who started their career so young, how do you manage the spotlight and expectations?
Justin: Managing expectations and the spotlight can definitely be challenging when you start your career so young. There is a lot of pressure, both from myself and from the outside world. But I always remind myself of everything I have already accomplished and everything I have to be grateful for, and that reassurance helps me keep moving forward.
Delux: What advice would you give to other young creatives who are debating between a “traditional” path and following their passions?
Justin: For young creatives who are struggling between choosing a traditional path or following their passion, my advice is to listen to your heart. Try to ignore outside opinions and truly ask yourself what will make you happy. And remember, we are young, and we have the time to take risks. I would rather take a risk now than wonder twenty years from today, what would my life look like if I had followed my passion?
Delux: Where do you see Everything Just Baked five years from now — more celebrity clients, your own shop, maybe TV again?
Justin: Five years from now, I see Everything Just Baked becoming an even bigger name. It will be a household blog that people turn to for dessert recipes, with a published cookbook and hopefully many more opportunities on TV. If I am being honest, what Everything Just Baked might accomplish may not even exist yet, and that is what excites me most.
