Baking better, every day.

Hi! I’m Selva Balasingam, the founder of Iconicake and an enthusiastic eater. I believe dessert should do more than satisfy a craving—it should nourish your body.

My love for baking began around seven, when my sweet tooth first led me into the kitchen. As I grew older, I began to see how indulgent foods were affecting the health and well-being of those around me—rising rates of diabetes, constant fatigue, and a lingering guilt tied to something as joyful as dessert. I wanted to change that.

So, I started experimenting. The first few hundred creations were absolutely vile but eventually, I knew I was onto something. What began as a curious kitchen experiment has evolved into the first brand to transform wholesome fruits, vegetables, and grains into indulgent treats that taste just like the ones you grew up with—minus the sugar crash and the mental gymnastics.

At Iconicake, I believe dessert shouldn’t come with compromise. We’re not just creating—we’re reimagining what sweetness can mean: better ingredients, smarter choices, and a more sustainable way of indulging.

Let’s bake something better, together.