Fueled by Flour | About Us

A note from our CEO

Hey! I'm Lex
I started baking when I was a teenager. Just me, a hand mixer, and a lot of trial and error in the kitchen. What began as a creative outlet slowly became something deeper: a way to bring joy, express myself, and connect with others. For a long time, I dreamed about turning that passion into something real, but fear and self-doubt held me back.

In 2023, after years of praying, second-guessing, and finally deciding to bet on myself, I launched Fueled by Flour. With God’s guidance and a whole lot of courage, I turned my love for cake into a business rooted in celebration, creativity, and community.

What started as custom cupcakes for family and friends has grown into a brand that blends flavor, flair, and purpose, serving up party-ready desserts, hot girl baker merch, and digital products for fellow creatives. Fueled by Flour isn’t just my business. It’s my love letter to joy, and a reminder that everyday moments are worth celebrating.

WHERE EVERYDAY IS A REASON TO CELEBRATE

From the beginning, Fueled by Flour has been about more than cake. It’s a space to make joy feel accessible again, to slow down, romanticize your life, and eat delicious cake just because. We specialize in party-ready treats like heart cakes, cakesicles, cupcakes, and more along with a growing line of hot girl baker merch. Our mission is simple: make everyday a party and give people a reason to smile, no matter what kind of day they’re having.

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Made with Intention

BAKING FOR THE GIRLIES WHO GET IT

Each product is designed with care, flavor, and full-on personality. From double-take-worthy cake designs to shimmer tumblers that say “Hot Girls Bake,” everything we create is meant to add joy to your life and style to your celebrations. We keep our offerings small-batch and intentional so whether you’re shopping for dessert, tools to build your own baking biz, or merch that matches your vibe, you're getting our best every time.

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Flour Fam Forever

WHERE COMMUNITY MEETS CREATIVITY

Fueled by Flour is proudly Black woman-owned and community-centered. We believe dessert can be powerful and we use our platform to center joy, inclusivity, and representation. From sharing behind-the-scenes moments to offering digital tools for fellow bakers, we’re building more than a brand, we’re building a movement. A bold, colorful, sugar-coated kind of movement.

OUR MISSION

To create desserts, merch, and experiences that spark joy, empower creativity, and celebrate everyday moments while championing inclusivity, flavor, and fun.

OUR VISION

To build a world where celebration is a lifestyle, creativity feels limitless, and every baker, party thrower and goer feels seen, supported, and unstoppable.

OUR CULTURE PILLARS

community

We’re more than a bakery, we’re a space built for connection. Fueled by Flour proudly serves a diverse, inclusive community where everyone is welcome at the table. We make space for people of all backgrounds to feel seen, celebrated, and supported.

care

Care is baked into everything we do, from the ingredients we choose to the way we treat our clients. We approach each order with intention, clear communication, and attention to detail. As a small business, we value people over profit and take pride in delivering experiences that feel as good as they taste.

creativity

We don’t just follow trends, we remix them. At Fueled by Flour, innovation means blending bold flavors, fresh ideas, and aesthetic design to create something truly original. From our cake shooters to our creative merch drops, we’re always looking for new ways to surprise and delight.

celebration

Every order is a reason to celebrate—big or small. Fueled by Flour was built on the belief that life is sweeter when we romanticize the little things. Whether it’s a custom cake for your milestone or a cupcake just because, we design every treat with the kind of love and sparkle that turns moments into memories.