Emma Chamberlain Turned YouTube Stardom Into A Creative Coffee Empire | Forbes

When Emma Chamberlain started her KZbin channel in 2017, she had no intention of becoming an internet phenomenon-let alone the multi-hyphenate 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.
Now, the KZbin sensation earned an estimated $20 million last year while building her eponymous coffee brand, Chamberlain Coffee.
Vlogging these past seven years has made Chamberlain one of the most influential creators of her generation, with more than 12 million subscribers on KZbin and 15 million followers on Instagram. 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. Meet the creator who’s full of beans.
Read the full story on Forbes:
www.forbes.com/sites/alexyork/
0:00 Introduction
0:36 Emma Chamberlain’s Non-Traditional Career Path
2:06 Emma’s KZbin Evolution
4:45 The Different Eras of Emma Chamberlain
6:40 Emma’s Return to KZbin
8:54 The Business of Emma Chamberlain
10:45 Behind the Brand Partnerships
12:51 The Genesis of Chamberlain Coffee
14:33 Building the Chamberlain Coffee Team
17:14 Chamberlain Coffee’s Retail Future
19:31 What’s Ahead for Chamberlain Coffee
21:35 Emma’s Advice to Her Younger Self
23:49 What Most People Don’t Know About Emma Chamberlain
Subscribe to FORBES: kzbin.info?s...
Fuel your success with Forbes. Gain unlimited access to premium journalism, including breaking news, groundbreaking in-depth reported stories, daily digests and more. Plus, members get a front-row seat at members-only events with leading thinkers and doers, access to premium video that can help you get ahead, an ad-light experience, early access to select products including NFT drops and more:
account.forbes.com/membership...
Stay Connected
Forbes newsletters: newsletters.editorial.forbes.com
Forbes on Facebook: forbes
Forbes Video on Twitter: / forbes
Forbes Video on Instagram: / forbes
More From Forbes: forbes.com
Forbes covers the intersection of entrepreneurship, wealth, technology, business and lifestyle with a focus on people and success.

[@peachxblue]

Emma’s outfit is giving the “business” outfit she used to wear in her very first KZbin spon con ads :D

[@1783W]

I totally forgot about that haha

[@cherilynsing7280]

its giving Candace Ian from mean girls

[@tariq_al_fahim170]

Those were hilarious, miss that

[@666oddess]

This is a very smart move on her part because as gen z grows into full adulthood they will reach for chamberlain coffee rather than nespresso or Folgers

[@jramsey9690]

Doubtful. Her attention span isn’t long enough.

[@SweetPotato3507]

@@jramsey9690?

[@harpazoseason]

Too bad it's gross

[@666oddess]

@@harpazoseason no cause I tried the oat milk vanilla canned drink and it tasted something along the lines of gasoline

[@harpazoseason]

@@666oddess exactly 💯

[@Olya0907]

I appreciate the interviewer! Professional and nice

[@chriswilfrid]

They both pretty ❤

[@trackmaster232]

It's like she's on a high school interview assignment. Very sweet

[@KatieCarolan]

her MUA really did her dirty though (literally lol)

[@Bri-wy1ww]

You can tell the interviewer did her research and was genuinely interested. Loved this!!

[@christianarvin]

im so proud of her omg

[@jujubesville]

I love how they kept showing clips of her rolling on the ground 🤣

[@destinymaymeek]

do u know what video thats from?

[@nuve9190]

😂

[@holisticmaya]

LOL

[@lilianavasquez1891]

@@destinymaymeekit’s called GROM LIFE it’s on her channel posted 6 years ago (if you’re talking abt the ocean one)

[@arlesbarkly]

emma's clearly a very rare kind of person. a truly inspiring role model. hearing her speak is a gift. anyone who doesn't like her is missing out!

[@tavifagascon]

Emma is No. 1 Comfort Person on the internet! 🥺

[@tavifagascon]

* so happy of all her success!

[@TheDarkHorseOfSocialMedia]

😎

[@annlatham]

Farts and all 😂

[@tavifagascon]

@@annlatham well, everyone has their statement pieces ahahah don’t forget about the burps

[@lekya22]

This was prolly the best interview I've seen. She asked very interesting questions that we as viewers would want to know and Emma's answers were transparent!

[@cassandrafarquhar7354]

Watch her on hot ones. That is the best interview. Sean matches his guests energy and it makes it so enjoyable to watch

[@lekya22]

@@cassandrafarquhar7354 I have watched her on hot ones. I think she was on there twice now but I definitely liked the questions being asked here more!

[@manwol8718]

shes only 22?!! 😮 she speaks so matureee

[@TheDarkHorseOfSocialMedia]

😁

[@harpazoseason]

Literally thought she was thirty

[@AllaboutTheCalm478]

she reads books that helps

[@maryclark6661]

Plus she’s accomplished sooo much at such a young age. I mean she owns a large and legitimate business not just a collar with a business but an actual consumable product that she helped create and build. She didn’t just slap her name on something, and her passion for business will help her go far in her career. Many people even older adults find the minute, nitty, gritty details boring and often just gloss over them or put them on someone else.

[@Haileyyyoung]

She is the most genuine and authentic person on the youtube world tbh. So proud of her as if she is my daughter(im 25 lol) love her wholesome personality❤❤

[@taliadaymusic]

Emma in the suit just killed me. We all know she was laughing when she picked this out and then called it iconic. I ADORE HER.

[@ose5226]

I love how serious these questions are, not fluff. I love to see Emma growing and evolving.

[@marshlong]

Slayed the interview like a boss

[@StrikerKiki]

Forbes, Emma is a gem that inspires us all. Thank you for sharing!

[@lalewilan]

I think that is the best interview with Emma Chamberlain that is out there.

[@kj3735]

I absolutely loved this interview. I love how Emma is growing up and discovering what her current passions are. She expresses in the very end how she doesn’t know where this love of business has come from. And everything in her life is the opposite. I think, as a KZbin creator starting out, it was all creativity. It was art. She got to play and be herself & she was a kid. She has smart parents, and a team around her. Because she really understood the business aspect of KZbin and then catapulted that into Chamberlain coffee. It’s almost as if she went to “Street” business school. Instead of sitting in a classroom. She definitely experienced it in real life and she is probably gonna be more successful because she didn’t learn it from a textbook. She’s a very smart woman. I like how she’s collaborated with young businesswoman. I pray she is successful and continues to pay it forward. Great job Emma 👏🏼👏🏼👏🏼☕️

[@ceciliawalker3221]

why did no one straighten her bowtie sos

[@Jlightb]

lol it’s cute tho

[@babandeeprathore]

maybe that's the look she's going for

[@OlaNessa]

Por que nem tudo na vida precisa ser “perfeito” e talvez a gravata represente a personalidade dela. 🤗

[@elifcantemuroglu177]

I hope she will direct or produce some sort of document or movie or something, ı like how she edits simple videos and turns them kind of an art scene

[@McMiller4Ever]

Emma is such a great model for the current generations. I'm 26 & hope all women and girls see her as an absolute Icon. She got it right with how she handled her transition into adulthood and now she is gonna have sooooo much success. Home girl deserves it all. Also her outfit is giving director vibes, along with her current favor to long form videos - I have no complaints. Keep bossin Miss Chamberlain 💅🏻

[@charliedimanche3851]

Excellent interview. Shout out Alex York for a truly interesting interview.

[@pjdava]

Forbes, I loved this video so much, I had to hit the like button!

[@aimeetiare]

All round great interview!

[@dianes4858]

I’m 70 and I love her channel. I know she works hard and had great support from her parents. I hope she has an incredible life and stays grounded.

[@vikiehr5563]

The journey from KZbin to building her own coffee brand is truly impressive. ☺

[@TheDarkHorseOfSocialMedia]

💯

[@kaitlyngoodwin825]

i’m so proud of emma, her pipeline is honestly so fascinating and inspiring.

[@kaitlyngoodwin825]

Also i love how involved emma is in her company 😊 she’s so wise

[@destinymaymeek]

so proud of how far shes come 🥹 i’m so excited for her to post again

[@sofiasabbag9798]

Nunca tinha visto ela falando das decisões “de empresa” que ela tomou no Chamberlain Coffe… AMEI

[@Firefly755]

Stunning interview. So poised and professional

[@barialtow7892]

That was hands down the best interview with Emma I've ever seen

[@giveupndie4559]

the questions are amazing

[@GemStar79]

Always interesting and inspiring. I love how you had the guts to just go do it. I knew Emma, you’re definitely one to watch and see what’s happening next! Keep bringing it 🎉

[@coltonxcx]

This was such a great interview! Love Emma

[@Bri-ry2ot]

I found it interesting how she said she is more aesthetically driven now than she was when she was a kid, I think i just realized that can hold me back sometimes. I worry and fuss too much over aesthetic and it limits the amount of content im producing in the world lol

[@despoina1543]

Great interview 🎉❤

[@AlyssaTaylorBoo]

I love seeing Emma’s business side but I am a little confused about people saying this is the best interview ever. Seems like they were on a bit of a time crunch - as I felt like there was no flowing banter at all or any chemistry really between the two. The “definitely and - “ onto the next question for every single question just always feels a bit uncomfortable. Maybe just nerves and time strains! But it did feel slightly too stale for how Emma likes to do things - even if she is presenting her mature business side.

[@celestialynx]

It is a pity that the company is completely neglected on the European market. Half of the regular products are missing, seasonal or new products are completely absent or only a few limited items are available. Customer service is non-existent - I asked about the availability of my favourite coffee twice and never got an answer.

[@congomis31]

I have never seen this person before, but its so interesting to watch americans have a conversation. Its so different from a normal relaxed conversation in Denmark. It must be very strenous to have to speak like this. Very facinating.

[@OlaNessa]

Qual seria a maior diferente? A energia?

[@KazakDax]

This is a structured interview. It's not a good representation of a relaxed conversation between Americans.

[@pedalrageMC]

why would this be a normal conversation, it’s an interview

[@MrRataPamPam]

Emma! We’re ready for you to come back to KZbin! We miss you ❤

[@tori4193]

great questions! nice to learn more about the behind the scenes of chamberlain coffee

[@zuziakramarz4378]

such an inspiration! loved the interview

[@rmannayr2129]

SO PROUD OF HER!

[@mid_evilSulSul]

So much foreshadowing and a bit of teasing here for new upcoming amazing content from Emma. Our girl IS BACK AND BETTER THAN EVER

[@zl2071]

We miss your videos, Emma! It’s such a treat when you post. Excited for more great videos!

[@RomneyRanjo]

Such an inspiration ❤❤

[@adamallanator]

Emma puts so much care and effort into what she is passionate about and it’s INSPIRING.

[@tylerrichards5457]

AMAZING VIDEO!! Love her

[@khinthirikyaw3993]

Her dad is very supportive. I love that. Being yourself is the main important thing

[@TheFireTarot]

Great interview!

[@amandalynnsmith832]

This was such an excellent interview. Very thoughtful and thought provoking. 🙏 cool to be an adult now watching Forbes about the same person you grew up watching on KZbin.

[@whatwouldracheldo]

I really admire ppl who are good in communicate things. Really love the way Emma explains her milestones. Very clear and well structured

[@arcadia8354]

great interview

[@emmachampagne8309]

she is the sweetest soul, she also got leader personality you can feel the gaze thru the screen

[@yusurisolano]

So proud of my girrrrlllll 🌟huge inspiratiooooon!!!!🫶🫶🫶🫶✨

[@valeriaromero8736]

So proud of here🩷

[@CarolEscher]

Love Emma and all her contents! Wishing her always the greatest success

[@jasminem0602]

Gosh I love her so much!

[@ceve6931]

Emma is so clever. I respect her even she is just 22. So interesting and inspiring interview I've ever seen.

[@christianviiperi]

You just know Emma would be your best friend just by watching this. Great job Forbes!

[@hyleighrenee]

I’m so happy she’s loving youtube again 🥺 I love emma so much!!

[@sarahethel1624]

I love the girl that interviewed her… very relatable ❤

[@vitajanas]

She has grown into such a beautiful, authentic, smart woman. I smile when I watch her and love that we as viewers have been able to witness her journey. Her online presence is my reality TV 🫶

[@rikkevoss]

The interviewer did such a fantastic job ❤

[@AudreyAnnaPoat]

i needed to see this

[@judithgammonssssss]

So inspiring!!

[@Crazylenibaby98]

I swear I thought it was Timothée Chalamet when I saw the thumbnail!!

[@jmann81]

I loved her last hour long video, and to hear she wants to create more of that length really makes me happy! KZbin will be waiting for you Emma!

[@jstanders6973]

Aww I hope so, would make me happy too 🌹

[@suelyons531]

She is authentic which is why younger viewers love her. I'm not surprised by her incredible success.

[@aleksivuorilahti6045]

Emma is great! Interviewer is great!

[@elisazouza]

have been watching her since 2017 since the dollar tree video until now so proud of her! also her coffee is great

[@Adreenarizal]

i love the crooked bow tie

[@saku.544]

"co" Founder ? Who's the other founder ?

[@babyvanderwoodsen]

her dad

[@SwampGem]

who did her lips? I'm thinking of blurred lines.

[@TheLadygrl]

This is a great interview. I would disagree with her last point that she doesn’t have the personality of businesswoman. I work in investment banking and our biggest sharks have 2 distinct sides. One side sends dumb memes in lighthearted email chains, the other gets it DONE. She also possesses this duality. The way she speaks about her product and the Retail experience comes from passion and a deep knowledge of all facets of her business. She presents her information in a compelling and interesting way. Love to see it.

[@maggiefess9126]

I prefer dark chocolate & coffee that is less sweet. I really enjoyed her premade latte. Mr Beast talks about how he wanted to make the first flavor of Festables chocolate dark chocolate because that’s what he likes, but he realized that a larger majority of the population prefers milk chocolate so that’s what he went with. It’s so challenging running a business where you want to make everyone happy, but everyone has different preferences so it becomes nearly impossible. If you’re giving it your best, thats all you can do.

[@heyitzlicha1092]

Loved this interview. Great questions!

[@nataliabroadbent2163]

Iconic look from Emma

[@Deniz_797]

i just love emma everything about her is just so genuine

[@irisvdb90]

She looks absolutely amazing in Thom Browne😘

[@ChiefUSA]

Platform, Projects, Podcast. The “P’s” have it for Emma. Good for her!

[@Deniz_797]

i love emma everything about her is just so genuine

[@nadakhalel9540]

Why the kitchen setup??

[@lydiahitchcock6933]

Coffee

[@KYLEJT]

Women.😂

[@sergeshoemaker5218]

Kuddos to coffee producers not to these drop’shipping sort of so called companies 🤦🏻‍♂️

[@TheKittyGirl]

This is making me very very emotional. I’m so proud of you.

[@maureenmcandrew8889]

She looks more and more like timmy chal everyday 😂

[@jessicaisabella5969]

I did want her to say something more personal in that las question

[@elainamariejewelry]

janis ian at prom slay

[@stagnantmilk]

lol

[@jujubesville]

I love Emma ! She inspired me to start my KZbin channel 😌

[@ChinaGerona]

so so so proud of you Emma!!!!

[@PorcelainRabbit]

emma giving mean girls, janis at spring fling vibes i love it

[@Polly-ds4up]

The interviewer said she co founded the coffee brand? I thought she founded it, who’s the other founder? Or did they get it wrong?

[@chardelraconner7324]

i a pamper user before hasn't responded what's the angle of obsidian

[@RepentOrBurn]

So proud of you Emma ❤

[@yoalirdz118]

I loved this interview! I truly do appreciate conversational reporters, you could really hear how comfortable Emma was and it made her personality shine. ❤️Kudos to you Forbes!!

[@barbart_]

you would think at Forbes the cameraman is able to shoot straight with the camera..

[@sentilemlaakholari]

Fav person 🤎 Emma Chamberlain so proud

[@beatrizdiogo94]

I can feel the anxiety of the intervier, she was so professional. She's got some spark going on!

[@emmaweeks2461]

What a talented young woman. Smart cookie alert. Love you always Emma

[@julialumina1615]

this woman