The Coffee Propaganda Emma Chamberlain Isn't Falling For ...Middle East

Emma Chamberlain is offline. Despite inspiring countless fan edits on TikTok and continuing to dominate YouTube and Instagram, where her combined following approaches 30 million, she's actually on the apps a lot less than one might think. "I'm so not on the internet these days," she tells PS. "I am not scrolling."

There is, however, one exception: Pinterest, which Chamberlain describes as the "only safe space where it's just imagery, just information." She adds, "It's also not as addicting in a way that rots my brain." Chamberlain's organic appreciation of the pinboard platform is actually what led to her new collaboration: a limited-edition Chamberlain Coffee blend, Sea Salt Toffee Flavored Blend, inspired by Pinterest's prediction of the "fisherman aesthetic" as a trend for the year.

In celebration of the launch, the Chamberlain Coffee cafe in Los Angeles will be serving a blended latte version of the sea-salt toffee drink from June 17–24. "There's something very nostalgic about a beautiful blended drink with beautiful whip on top," Chamberlain says. "It just reminds me of some of my younger coffee experiences after school when I was in middle school. It was one of the first times we, as kids, had some autonomy and we'd walk to the local coffee shop, and everybody was getting fun blended stuff."

To be clear, this drink is for grown-ups, too. "It's an elevated version of what we were ordering when we were in middle school," she says. "I'm all about bringing novelty to the coffee experience, that's so important to me. We wanted to take people out of their daily routine and order something a little different."

And while Chamberlain is finding inspiration in mall culture these days, she's also feeling nostalgic for the many summers she spent by the sea in Maine. This, along with vintage photography of fishermen, served as the inspiration for her latest campaign. "I really love and appreciate the natural-born aesthetics that come from what people choose to do with their time," she says, referencing yellow raincoats, thick sweaters, blue and white stripes.

It's also a nice break from a certain kind imagery that tends to consume social media this time of year. (We're referring to "How did this person afford this trip to Europe?" season.) "The aesthetic that I appreciate here is very different from the European, Aperol-spritz summer - which by the way, love that one too. It's just different," Chamberlain says. "What I appreciate about this is that it's inspired by something a bit more real that has a bit more grit."

Up ahead, read what Chamberlain has to say about the Chamberlain Coffee brand going brick and mortar, her best business advice, and the coffee propaganda she isn't falling for.

PS: This collaboration feels a little more outside of the box! What do you typically look for in a collaboration, and what drew you to working with Pinterest? Emma Chamberlain: When it comes to brand partnerships, the goal is always just me being a genuine fan of the brand and hopefully the brand being a genuine fan of me. And I think that's what makes the most successful collaboration. With Pinterest, this was easy on my end because I have been a Pinterest user and lover for so many years, like truly since I was in high school. So, when this came up, it was an automatic, obvious "yes."

PS: You are probably on so many other people's Pinterest feeds. As a user of the platform, how often are you encountering yourself there and and does that ever get strange or surreal? EC: I honestly think the algorithm is so amazing and knows that I probably don't wanna see myself that much. It does happen occasionally, but I think I've trained the algorithm, because when I see a picture of me, I'm like, eh, don't care. Moving on.

PS: Let's talk about this new Sea Salt Toffee Flavored Blend. Set the scene for how this new coffee should ideally be enjoyed. EC: I mean - if we're getting real romantic and specific: I grew up going to Maine every summer for like 15 years of my life, and the area in Maine that I would go to was a very small, quaint, quiet fisherman town. So, I really imagine someone sitting on a dock on a foggy, humid summer morning. You're sitting on a classic Adirondack chair in a light cable-knit sweater and some cute comfy Levi's shorts, perhaps a little Birkenstock with a sock because it's morning, and it's a little chilly. It's not even chilly, but it's not that hot. Perhaps you're with a loved one, just discussing the plans for the day over a nice delicious sea salt toffee drink.

Does it get better than that? No. I'm actually freaking out and I need to book a flight right now to the East Coast because I need that feeling.

PS: When you opened up the Chamberlain Coffee shop earlier this year, the line was several hours long at certain points. How did it feel to witness that response? EC: To be honest, I was completely, completely dumbfounded. I remember my dad called me and he was like, "What is going on?"

The truth of the matter is, in this industry and in this sort of career path, there are no guarantees. This was a completely new category for Chamberlain Coffee - we hadn't done a brick-and-mortar store before. And we were hopeful because we had successful popups, but we were also realistic. We didn't know how it would go and whether we might need to, after the first weekend, do some crazy fucking marketing. Who knows?

We were beyond fortunate that it did get that social media pickup - more than we could have dreamt of - and that people were excited about it and enjoying the experience. We got so many wonderful reviews. It was so special and I was choked up for like a month straight with gratitude for the team that's there on a day-to-day basis, like the baristas and our head barista who works on the recipes.

I felt like this was my baby that I let out into the world and it grew up so fast into this wonderful thing.

PS: It is your baby, but it's also a 5-year-old now! Looking back at the beginning of this journey, five years ago, what advice would you go back and give yourself? EC: Number one: it's OK not to know everything. I say that a lot but that is definitely very important to remember. It's not a bad thing to have areas where you need to learn. I think when you start a business venture, you can let your ego get in the way and convince you that you should be going into it knowing everything already, and it can limit your inspiration to learn more. Don't try to figure it out in your own mind - it's OK to ask for help, ask other people for advice, and also constantly be learning and growing.

I would also tell myself to focus on timelessness when it comes to branding. There's been a lot of pivoting and evolving how we present the brand, and if I could go back, I would've considered timelessness: How is this gonna feel in five years, in 10 years? Because now, there are decisions that I made five years ago where I'm like, I don't actually like this.

PS: I'm curious - what coffee propaganda are you not falling for? EC: I'm not on TikTok so I avoid the coffee propaganda, but the last time I saw coffee propaganda, it was a lot of criticism about people who make their coffee at home and drench the cup with syrup and then put like a bunch of creamer in it. They're literally using creamer instead of milk, to the point where there's like no coffee flavor left.

Now here's the thing: if you would've asked me five years ago what I thought about that, I would've said it's ridiculous and it's stupid and that I don't believe in that sort of coffee-making routine. I have since updated my belief. I see these people getting a lot of hate on the internet about how they make their coffee, and I now believe, fuck that. If you wanna put three little droplets from a pipette in your coffee, and the rest is half-and-half, I don't care. If you like coffee the way you like coffee, who am I to judge?

I'm actually so against now people commenting on other people's coffee preferences - or matcha preferences or whatever - because it's so personal and sacred and it brings people so much joy. I speak from experience because one of the greatest joys in my day-to-day life is making my drinks for myself and going to cafes. So, yeah, fuck off, let people enjoy their milky, milky, milky drinks. I am never going to say anything negative about it ever again. And no one else should either.

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