From Instagram posts to a Salcedo storefront, a cookie truly does go a long way
In 2020, as the world was gripped by the stillness of lockdowns, Jmie Icasas found herself in a situation all too familiar to many—searching for clarity amid uncertainty. Luckily for Icasas, it came in the form of a chocolate chip cookie.
A weeklong cooking challenge with her sisters led her to bake what she would later call her “OG Chocolate Chip Cookie.” Little did she know, this simple act of baking would sow the seeds of The Kind Cookie, a business that would become synonymous with kindness, passion, and community.
Humble beginnings would describe the early days of The Kind Cookie, a small Instagram operation where Icasas delivered cookies in Ziploc bags with handwritten notes. However, this soon blossomed into a thriving business with a physical store in Salcedo Village. This is not only proof of her entrepreneurial grit but also a celebration of the community and values that have fueled her journey.
“I wasn’t even looking for a storefront,” Icasas says with a laugh. “I just wanted a bigger kitchen. But when I found this space, it felt like the universe was telling me it was time to take the leap.”
Beyond a quaint little cookie shop, The Kind Cookie reflects Icasas’ belief in the power of small acts of kindness, and what it truly means to make a difference.
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The founding of The Kind Cookie
The pandemic was an unlikely catalyst for Icasas’ entrepreneurial journey. In the quiet days of the lockdown, she found solace in her kitchen as she experimented with recipes and shared her creations with friends and family. “Like most people, we were stuck at home, not knowing when life would go back to normal,” she recalls. “That’s when I baked the cookie that started it all.”
Her decision to turn this hobby into a business was driven by a combination of encouragement from loved ones and a desire to do something meaningful during an uncertain time.
However, launching a business amid a pandemic came with its fair share of challenges. “Everybody, as in everybody, started baking from home and creating some sort of online business,” she explains. “The competition was tough, and I had to figure out how to stand out with very limited resources.”
One way she distinguished herself was by sharing her journey on TikTok, where her authenticity and behind-the-scenes glimpses resonated with audiences. “People love seeing the real side of a business,” she says. “That’s when I learned how powerful storytelling can be.”
@thekindcookieph here’s the story of how I started my cookie business 🥹🍼 tb to when we used to be a growing home business!! 🍪 #thekindcookieph #cookiesph #smallbusiness #growth #cookies ♬ Yacht Club – MusicBox
While the pandemic played a role in shaping her path, it was not the sole catalyst for Icasas’ baking journey. “I grew up in the kitchen,” she shares. “Baking with my grandparents and experimenting with recipes as a child are some of my happiest memories.”
This lifelong love for baking naturally evolved into a purpose-driven endeavor. “From the start, I knew The Kind Cookie had to be about more than just selling cookies,” she explains. “It was about spreading kindness and showing people that small acts can have a big impact.”
The unexpected realities of running a small business
Owning a business is often romanticized as a path to freedom, but for Icasas, the reality was more nuanced. “People think being your own boss means you have full control over your time,” she says. “And while that’s true in some ways, if you’re really passionate about your business, it’s hard to step away.”
“The first few months were overwhelming,” she admits. “I was juggling everything—managing the store, baking, training staff— I quickly realized I needed to set aside time for myself.”
One of the biggest surprises for Icasas was the steep learning curve involved in running a business. “Nothing in college or internships prepared me for this,” she says. “The real-world challenges—like supply management, pricing, and customer service—were things I had to learn on the fly.”
Despite these, she found solace in the support of her community. “The way people rally behind small businesses is incredible,” she says. “Whether it’s a kind review, a referral, or a social media post, those little acts of support make all the difference.”
Her advice to others facing similar struggles? “Life is hard, business is hard, work is hard. But find something you’re passionate about and make it work for you. Choose your hard—it’s always worth it when you’re doing something you love.”
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Passion and purpose: The heart of a business
Philanthropy was always integral to The Kind Cookie, inspired by the values instilled in Icasas during her upbringing. “My mom always told us stories about how she contributed to funding children’s education as a student,” she shares. “Her example taught me that even small acts of giving can have a big impact.”
Even prior to opening the Salcedo store, Icasas ensured that The Kind Cookie was rooted in giving back. Each purchase contributes to a donation system designed to empower customers to make a tangible impact. Every box of cookies—whether 6, 8, or 12—earns one donation token. A box of six comes with a brown token worth ₱15, while a box of eight or 12 earns a pink token worth ₱20. Customers can then decide where their donation goes by choosing from three beneficiaries, which rotate every three months.
To date, The Kind Cookie has partnered with numerous beneficiaries, from animal welfare organizations like PAWS to environmental initiatives like CORA. “We do our research before partnering with organizations,” she explains. “We want to make sure we’re supporting causes that are making a real impact.” This approach ensures that every cookie sold contributes to meaningful causes, reflecting The Kind Cookie’s purpose-driven mission. On average, donations for each beneficiary range from ₱9,000 to ₱10,000 over a three-month period, demonstrating the steady impact the business has made in its community.
Her customers have embraced this ethos wholeheartedly. “One of my favorite moments is when first-time visitors to the store realize their purchase supports a cause,” she says. “Their faces light up when they learn they can choose which organization to donate to. It’s such a simple gesture, but it makes people feel good about their choices.”
Icasas’ commitment to her mission is unwavering, even as her business grows. “The name ‘The Kind Cookie’ was never an afterthought,” she says. “It represents who we are and what we stand for. No matter how big we get, that sense of purpose will always be at the center.”
Growth and expansion: Lessons from the journey
Opening her first physical store marked a significant milestone for Icasas, one that she still finds surreal. “I never imagined I’d have a storefront,” she says. “It’s crazy to think about how far we’ve come from those early days of packing cookies in Ziploc bags.”
Since its founding, The Kind Cookie has evolved in ways that continue to surprise even Icasas herself. “From one flavor, we now have 18,” she says. “And from a home kitchen, we’ve grown to a team with a dedicated space. It’s been an incredible journey.”
Popular offerings include the iconic OG Chocolate Chip Cookie alongside crowd favorites like Brown Butter Pecan and S’mores Fudge. To meet the demand, Icasas has expanded her team to include 10 full-time staff members managing store and production operations, with a pool of eight on-call staff for events and pop-ups.
Many of her employees discovered job openings through the brand’s Instagram and TikTok accounts. “They’ve been following us for a while and love how light and happy the work environment looks,” she shares. “It’s amazing to see how excited they are to be part of what we’re building.”
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The opening of The Kind Cookie’s first brick-and-mortar in Salcedo Village on Jan. 3, 2024, marked a pivotal moment in its evolution. The space, just under 40 square meters, perfectly balances function and charm, with a storefront welcoming customers and a compact kitchen at the back. Icasas discovered the location during a late-night property search. “I messaged the one who posted it right away and scheduled an ocular the next day,” she says. “That very same day, I said yes to the space because it was perfect for us.”
The store has since become a bustling hub for a diverse mix of customers. On weekdays, professionals from surrounding offices—ranging from agencies and corporations to banks—stream in for their breakfast fix, an afternoon pick-me-up, or a well-deserved treat to end their day. Local residents, students passing by on their way to class, and TikTok followers who’ve traveled specifically to experience the store’s charm also make up the crowd.
Saturdays, however, bring an extra buzz. The nearby Salcedo Weekend Market draws in a lively audience, many of whom stop by the store for cookies after browsing the market. “When there are events like the Creator’s Closet with Merkado Market, we get visitors from as far as Quezon City, Mandaluyong, and Las Piñas. They’ll stop by because they know we’re in the area—it’s a ‘two birds with one stone’ thing,” Icasas explains.
Reflecting on her journey, she points to pivotal moments that shaped her path, such as receiving her first corporate order for 900 cookies. “That was a turning point,” she recalls. “It made me realize the potential of this business and the importance of scaling up.”
Her advice for aspiring entrepreneurs? “Never start a business just for the money,” she says. “The hours are long and the stress is high, but when you’re doing something you’re passionate about, it’s all worth it. And if your business has a social mission, never lose sight of that. It’s what will keep you grounded and motivated.”
Impacting others
A hope Icasas holds close to her is for The Kind Cookie to inspire others to pursue purpose-driven ventures. “I want people to see that it’s possible to create something meaningful,” she says. “Even small actions, like buying a cookie, can have a ripple effect of kindness.”
She also hopes her story will encourage others to align their work with their values. “You don’t have to choose between passion and purpose,” she says. “When you combine the two, you create something that’s not just successful but also fulfilling.”
In a world where businesses often prioritize profit, she offers a refreshing reminder: Success is sweetest when shared. As she puts it, “A little kindness goes a long way. Something as small as a cookie can brighten someone’s day—and maybe even change the world.”
