Founded in Beverly Hills in 2005 by Candace and Charles Nelson, Sprinkles helped define the 2000s cupcake boom, paving the way for countless bakeries and dessert trends that followed. Known for its premium ingredients, eye-catching flavors and memorable experiences — including the late-night cupcake ATM — Sprinkles became a pop culture staple and a must-visit destination for sweet lovers across the United States.
But on December 31, 2025, the brand abruptly shuttered its doors with little advance notice, closing all retail bakeries from California to Florida and beyond. In a message shared on social media, founder Candace Nelson expressed her surprise and deep personal connection to the business she helped build, saying she never imagined the company’s story would “end this way.”
The closures mark a significant shift in the cupcake and dessert industry. Once anywhere from 20 to more than two dozen Sprinkles locations operated in states including California, Texas, Arizona, Nevada and Washington, D.C., accompanied by a network of cupcake ATMs that served customers around the clock.
Industry observers have pointed to a variety of challenges that may have contributed to the decision — from rising labor and ingredient costs to evolving consumer preferences that increasingly favor healthier or more diverse dessert options. The cupcake craze that Sprinkles helped spark in the early 2000s has since given way to a much broader and more competitive marketplace.
For long-time fans of the brand, the news is bittersweet. Sprinkles wasn’t just a bakery — it was an experience, a fixture of celebrations and indulgences, and a part of countless memories for dessert lovers nationwide.
As one chapter ends for this iconic brand, the story of cupcakes in America continues to evolve — with artisanal bakeries, custom cupcake creators, and neighborhood sweet shops carrying the tradition forward in new and creative ways.