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- This YouTuber turned coffee into a multimillion-dollar brand.
This YouTuber turned coffee into a multimillion-dollar brand.
She grew up without going generic.
Stephen Stanberry
May 29th, 2025
friend!
It’s called Chamberlain Coffee.
And yeah it’s run by Emma Chamberlain.
Most creators launch merch.
Emma launched a legit business.
And she had something to prove.
The identity shift
Emma went from awkward vlogger to Met Gala regular.
From editing videos in her bedroom to building a real CPG company.
That pivot? Not easy.
Most creators lose trust the moment they try to “go pro.”
But Emma leaned in.
Here’s a moment that stuck with me:
Back in 2018, she posted a vlog called “My caffeine addiction.”
Just her in a hoodie, rambling about coffee,
spilling cold brew in her car,
laughing through the chaos.
Her audience loved it.
That wasn’t a content bit.
It was the seed of a brand.
Brand that feels like a personality
Chamberlain Coffee looks like it came out of a sticker book.
Bright colors. Silly mascots. Puns for product names.
But don’t let the vibes fool you.
→ Smart funnel
→ Subscriptions baked in
→ Organic ingredients
→ Sustainable packaging
It’s weird, fun, and serious underneath.
Just like Emma.
The audience was already there
She didn’t launch to strangers.
She launched to fans who’d watched her grow up.
Fans who’d already associated her with coffee.
No big pitch.
No fancy brand film.
Just: “Here’s the coffee I actually drink.”
That’s trust at work.
Scale without losing the vibe
The brand expanded, matcha, accessories, Erewhon retail.
But it never lost its voice.
It matured as she did.
And that’s rare.
Most brands get polished and forgettable.
Chamberlain Coffee stayed weird.
That’s how you stay sticky.
My thoughts
Most creators monetize attention.
Emma turned trust into equity.
She didn’t build fast.
She built in rhythm with her audience.
That’s why it works.
It’s not just a vibe.
It’s a real business—with real legs.
Be awesome,
Stephen
PS: Tomorrow I’ll tell you about a time I lost trust trying to be “professional”—and what it cost me. Might save you the same pain.
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