Maya Madsen started her vegan cookie company, Maya’s Cookies, as a side hustle to pay for her kids’ college educations. Now, with a booming online presence and two brick-and-mortar stores, she’s known for giving back to her community — and that includes creating a Black History Collection of cookies in time for Juneteenth, with a portion of all sales going to Black Girls Code, as well as hiring employees who have faced systemic barriers in life. Women in Retail Leadership Circle (WIRLC), Women Leading Travel & Hospitality’s sister brand, asked Madsen a series of questions about her career and entrepreneurial journey to get to know her better.

Inner Circle: Tell me a about the inspiration behind Maya’s Cookies.
Maya Madsen: I’m a vegan with a sweet tooth and soft spot for my community.

It’s always been hard to find the perfect vegan cookie, so I decided to give it a try myself. After years of refining the recipe, taste testing at farmer’s markets and community events, I grew my side hustle into full-fledged business with a brick-and-mortar location. I’m proud to say we just opened our second location late last year.

The business has evolved to become so much more than just a destination for sweet treats. Those around me have always poured great things into me, and because of that I’m making it my mission to give back. Half of my staff comes from a nonprofit that helps the formerly homeless, incarcerated or those impacted by histories of trauma get back on their feet and lead productive lives. Life is sweeter because of second chances. Why not pay that forward and support others looking for a fresh start?

IC: What drew you to entrepreneurship?
MM: For me, entrepreneurship came naturally. I’ve always been a self-starter and independent thinker. When my three sons were in high school, I knew a college education was a non-negotiable. I didn’t want them to face any financial barriers to reaching their goals, so I started my side hustle as a way to make extra income. Maya’s Cookies quickly evolved from selling cookies to friends and family to popping up at local events and then eventually becoming what it is today.

IC: You’ve created special Black History Month cookie collections for three years now. As the Black owner of a gourmet vegan cookie company, what do you want people to know about your mission?
MM: Our Black History Collection was created in dedication to a variety of Black changemakers and intentionally features ingredients from Black-owned brands. This year’s collection, specifically, paid homage to the incredible contributions of Black women in literary arts, dance, the music industry and beyond. Each cookie tells the stories of these changemakers. This year we highlighted Misty Copeland and Patti Labelle, for example.

My mission is to provide delicious, high-quality vegan treats while also uplifting and serving my community. I want people to know that this business is about more than just selling cookies — it’s about promoting a healthy and compassionate lifestyle, supporting underserved communities, and creating a positive impact on the world around us.

I also want people to know that being a Black-owned business is an important part of my identity and mission. I hope that by running a successful organization, I can inspire other Black entrepreneurs to create more opportunities for underrepresented communities. 

IC: Maya’s Cookies is committed to community engagement, with a focus on youth and underserved communities. Can you tell me how you’re supporting these communities?
MM: Many of the team members at Maya’s Cookies were homeless, previously incarcerated or aging out of foster care and needed an opportunity to earn a living.

I wanted to create a safe and inclusive work environment that would encourage growth and, more importantly, understanding. We recognize that systemic barriers have created challenges for many of our employees and we want to do what we can to help them overcome these obstacles. By working with this nonprofit, we’re creating an impact bigger than the business itself.

IC: Can you talk about the challenges you faced launching a business in such a niche industry, especially as a Black woman?
MM: Maya’s Cookies was started because I was looking to fill a void in the market: a gourmet, soft-baked vegan cookie that tastes decadent, not like a health food. The local farmer’s market circuit was a great start for us. As we built a loyal customer base and wanted to grow the brand, I realized how difficult it was to access resources as a Black, female entrepreneur. Opportunities and funding are not as easily accessible to women, especially Black women. Now, as we grow, I strive to share resources and information with other Black entrepreneurs looking to get their start.

IC: Who inspires you today, and why?
MM: My biggest inspirations in work and in life are my three sons. They were the catalyst for starting Maya’s Cookies and they keep me going every day. I grew up in the foster care system, so it wasn’t until I had my sons that I was able to personally understand and appreciate the value of family. Now, even on the toughest days, I look to them and find the motivation to carry on.

IC: Can you share a time when others doubted you, and you overcame that doubt and proved them wrong?
MM: When you’re a female CEO with a cookie company, it can be hard to be taken seriously. From Maya’s Cookies’ inception, certain friends, colleagues and people in the community openly shared their doubts and hesitations about my ambitions and struggled to see the bigger picture that I was envisioning.

On one occasion, I had hired an electrician to fix an issue in our warehouse. He immediately began giving me unsolicited advice on how to improve our business and things we should do to grow the brand completely out of the blue. Having never met this man before, I remained polite, but let him know we were doing just fine and that his unwelcome advice wasn’t needed.

He’s just one example of the countless times people have entered our space and tried to tell us all the ways they feel we can improve. While most of the time it’s not with negative intent, I feel that being a Black woman with a female-led team makes people feel they can step in and tell us what to do under the guise they are “helping” us. Maya’s Cookies continues to grow and succeed and we’re proud of bootstrapping our way here.

IC: What’s one piece of advice you can offer to other women in retail when it comes to leading a team?
MM: Here are three things any business owner should consider as it relates to leading their team:

  1. Communicate your why. Employees create a quality product and customer experience when they feel they’re contributing to a larger purpose — i.e., a why. I think it’s important for leaders to communicate their brand’s purpose early and often, explaining how each employee plays a role in making that possible.
  2. Give your team the right tools. For example, we rely on Cox Business Internet to power our point-of-sale and ensure we’re always online for e-commerce sales and can continue promoting our business through digital channels. We’re working on an upcoming series of short baking tip videos on social media, and Cox enables us to make that happen.
  3. Have fun! Growing a business is hard work. Don’t forget to take time to reflect and celebrate the successes with your team along the way.

This article was originally published in Women in Retail Leadership Circle and republished with permission.