We’re excited to introduce you to the always interesting and insightful Courtnee Maxey. We hope you’ll enjoy our conversation with Courtnee below.

Courtnee, thanks for taking the time to share your stories with us today Alright, so you had your idea and then what happened? Can you walk us through the story of how you went from just an idea to executing on the idea

I’ve always been a creator at heart. I’ve written music, done makeup and built businesses from scratch, but baking was something that unlocked a different kind of creativity for me. There was a time where I baked just for fun but then I decided to blend my love for creativity, precision, and presentation. That’s how CH₂OH Dessert Lab was born.

The idea came to me while thinking about how baking is really just edible chemistry. Every ingredient has a purpose, every reaction matters and when it all comes together, it’s magic or in my case, science you can taste. That’s where the name came from: CH₂OH, the molecular formula found in sugar and my tagline, “Say it like science, eat it like dessert.”

Once I had the concept, I spent months experimenting literally in my kitchen, with a notebook like a scientist. I tested cookie bases, textures and flavors until I found what made mine stand out: brown butter, browned milk powder and an emphasis on indulgence over shortcuts. I didn’t want “just another cookie brand.” I wanted something novel, so I created The Smart Cookie™, a cookie stamped with an edible fun fact about sweets and science.

From there, I designed the packaging myself, sourced boxes, wrote the inserts and built the branding to feel like a gift because I wanted every order to feel intentional. I launched locally in Dallas with pickup boxes and started shipping nationwide from the start. The momentum grew faster than I expected, people started filming unboxing videos and one of my TikToks about white chocolate went viral with over 77,000 views.

It wasn’t an overnight success. I was balancing late nights, small budgets and constant trial and error, but what kept me going was knowing that this wasn’t just about cookies. It was about building something that reflected who I am: smart, sweet and creative. That’s what took CH₂OH from an idea to a real brand.

Courtnee, before we move on to more of these sorts of questions, can you take some time to bring our readers up to speed on you and what you do?

My name is Courtnee Maxey, and I’m the founder, baker and creative mind behind CH₂OH Dessert Lab, where science meets dessert. I like to describe my brand as “smart sweets with soul.” I’m based in Dallas, but my desserts have reached customers across the country through my online shop. I specialize in handcrafted, gourmet cookies that look as good as they taste. Each one made with intention, creativity and quality ingredients.

My menu features cookies that blend nostalgia with novelty. Flavors like: White Chocolate Biscoff, Maple Pecan Pie, Strawberry Cheesecake Crunch and Red Velvet. I’m known for my attention to detail, from the soft, chewy cookie texture down to the handwritten thank you notes and luxury packaging that make every order feel like a gift.

What sets me apart is that everything I create is experience driven. It’s not just about a cookie, it’s about the feeling you get when you open the box, read the insert and realize how much love went into it. I don’t mass-produce; I curate. I focus on novelty, presentation, and flavor. I think that’s why people connect with my brand the way they do.

What I want people to know about CH₂OH Dessert Lab is that it’s more than a bakery. It’s a reminder that you can take something simple, like a cookie and make it extraordinary just by being intentional. Every cookie tells a story, and every order is a little piece of mine.

What do you think helped you build your reputation within your market?

I think my community could feel that this wasn’t just a hustle, it was purpose. Every detail, from the invention of the Smart Cookie™, to the handwritten notes, came from the heart. I never asked people to post my desserts, but they did it anyway because it felt special. That genuine excitement around my brand spread naturally.

And I show up consistently. Online, in my content, in my craft. I’m always innovating, always refining. I think people trust a brand that’s not afraid to keep getting better, and that’s exactly what I’ve done with CH₂OH Dessert Lab.

How did you put together the initial capital you needed to start your business?

CH₂OH Dessert Lab started with pure creativity and resourcefulness, not a huge budget. I didn’t have investors or loans. I used what I had and built from there. When I received a small settlement earlier this year, I decided to use about $1,500 to invest directly into my vision.

That money went toward essentials: packaging, ingredients, branding, patents, trademarks and an edible printer so I could personalize the edible fun facts for the Smart Cookie™. My goal was to flip that investment and double it and I did. Every dollar I’ve made since has gone back into growing the business.

It’s been a process of smart spending and faith driven decision making. I learned how to stretch a budget, build with intention and make luxury feel accessible. That foundation made CH₂OH Dessert Lab not just a cookie made from a home kitchen but a business built on creativity, discipline and belief in myself.

Contact Info:

• Website: https://www.ch2ohdessertlab.com/
• Instagram: https://www.instagram.com/ch2ohdessertlab?igsh=eWdpM2dqcHZqdW13
• Other: TikTok:
  https://www.tiktok.com/@ch2ohdessertlab?_t=ZP-90qulPA1LZO&_r=1

Image Credits

Courtnee Maxey