EMMA CHAMBERLAIN'S GREAT AWAKENING

THE 22-YEAR-OLD YOUTUBE SENSATION EARNED AN ESTIMATED $20 MILLION LAST YEAR WHILE BUILDING HER EPONYMOUS COFFEE BRAND. MEET THE CREATOR WHO'S FULL OF BEANS.

- Alex York

When Emma Chamberlain started her YouTube channel in 2017, she had no intention of becoming an internet phenomenon - let alone the multihyphenate multimedia mogul she is today. But through hundreds of videos, the 22-year-old creator has shapeshifted before viewers' eyes - going from a teen "Pulling an All-Nighter" and explaining why "We All Owe the Dollar Store an Apology" to a more sophisticated travel and fashion documentarian.

Vlogging these past seven years has made Chamberlain one of the most influential creators of her generation. With more than 12 million subscribers on YouTube and 15 million followers on Instagram, she earned some $20 million last year, Forbes estimates. And her fame has led to opportunities outside social media. She has been the face of Louis Vuitton, Lancôme and Cartier, among other luxury brands that have been drawn to the Emma-verse.

Despite living in a rarefied world of late, Chamberlain has, somehow, maintained her girl-next-door persona. Even if most of her followers will never attend fashion shows in Milan and Paris or chronicle their preparation before the famed Met Gala in New York, her authenticity is just what Gen Z craves.

These days, she's using that relatability-along with her massive following- to scale her startup, Chamberlain Coffee. "I'm a home barista just like the rest of us," says Chamberlain, who was part of the 2021 Forbes 30 Under 30 class.

"A lot of times, coffee can feel very intimidating. And what was inspiring to me was how can I create a brand that goes completely against that feel?" Founded in 2019 with the help of United Talent Agency's UTA Ventures, Chamberlain Coffee has raised $15 million in funding from investors including Blazar Capital and Volition Capital.