British creator Ash Baber has been named one of TIME's 100 Most Influential Creators of 2026. Baber, 25, has gained a significant following across platforms like TikTok, Instagram, and Pinterest for his distinctive approach to sharing dessert recipes.
His culinary content often features South Asian flavors and is characterized by a humorous, fast-paced delivery. This style, described as the opposite of highly polished baking content, transforms the process of making sweets into what is called a "chaotic adventure." Despite the comedic elements, Baber's recipes for items such as strawberry ice-cream cake and mango mousse bars have resonated with millions.
Baber was also awarded Content Creator of the Year at Fortnum & Mason’s Food & Drink Awards in 2026. His recognition by TIME highlights his impact on digital culture and content creation.