# data[].attributes.headline
Emma Chamberlain interviews Jack Harlow at the Met Gala for Vogue (2022)

# data[].attributes.subject
Emma Chamberlain interviews Jack Harlow at the Met Gala for Vogue (2022)

# data[].attributes.body
Emma Chamberlain and rapper Jack Harlow's awkward interaction at the 2022 Met Gala triggered a viral moment for the American influencer. At the end of the interview, Chamberlain reacts with a wide-eyed expression and laughter as Harlow says 'love you' to her before he leaves. Her response captured audiences that found it to be both relatable and humorous.

# data[].attributes.attachment_link.title
Jack Harlow on His Dark Chocolate Met Gala Suit | Met Gala 2022 With Emma Chamberlain | Vogue

# data[].attributes.headline
One of the top comments on Vogue's Youtube video of Chamberlain's Met Gala interview

# data[].attributes.subject
One of the top comments on Vogue's Youtube video of Chamberlain's Met Gala interview

# data[].attributes.body
Her reaction is hailed as 'real' by her fans, suggesting that it is one they can relate to and identify with.

# data[].attributes.headline
 Youtube video: '$450 GUCCI T-SHIRT' (21st July 2017)

# data[].attributes.subject
 Youtube video: '$450 GUCCI T-SHIRT' (21st July 2017)

# data[].attributes.body
Emma Chamberlain captures a moment that will be relatable to much of her audience, when she goes into a Gucci shop and finds the clothing to be too expensive. She resolves the issue by creating her own 'Gucci' t-shirt with easily accessible products and materials that her audience could remake for themselves.

# data[].attributes.headline
Emma Chamberlain founded coffee company 'Chamberlain Coffee' in 2020

# data[].attributes.subject
Emma Chamberlain founded coffee company 'Chamberlain Coffee' in 2020

# data[].attributes.body
Since her early Youtube career, Emma Chamberlain has frequently talked about her genuine love and passion for coffee, and so the drink has become a central aspect of her image. The release of Chamberlain Coffee poses as a reflection of this core part of her personality and lifestyle.

# data[].attributes.attachment_link.title
Chamberlain Coffee - Cold Brew, Matcha, & More

# data[].attributes.attachment_link.description
Same great coffee. Fresh new feels. Introducing our all new Chamberlain Coffee brand. The result is a brand that's all about realness & having ...

# data[].attributes.headline
'Chamberlain Coffee' opens its first coffee shop in Los Angeles

# data[].attributes.subject
'Chamberlain Coffee' opens its first coffee shop in Los Angeles

# data[].attributes.attachment_link.title
Chamberlain Coffee on Instagram: "Chamberlain Coffee is officially open and here to stay. We can’t wait for you to see what we’ve been working on. Stop by @westfieldcenturycity today!

Hours: 
Monday-Thursday: 8am-9pm
Friday & Saturday: 8am-10pm
Sunday: 8am-8pm"

# data[].attributes.attachment_link.description
23K likes, 193 comments - chamberlaincoffee on January 30, 2025: "Chamberlain Coffee is officially open and here to stay. We can’t wait for you to see what we’ve been working on. Stop by @westfieldcenturycity today!

Hours: 
Monday-Thursday: 8am-9pm
Friday & Saturday: 8am-10pm
Sunday: 8am-8pm". 

# data[].attributes.attachment_link.embed_code
View this post on Instagram

A post shared by Chamberlain Coffee (@chamberlaincoffee)

# data[].attributes.headline
Screenshot from the 'Chamberlain Coffee' website 

# data[].attributes.subject
Screenshot from the 'Chamberlain Coffee' website 

# data[].attributes.body
Emma Chamberlain ensures that her personality shines through even on her coffee company's website as she talks about her passion for and connection to coffee in a humorous way.

# data[].attributes.body
The two things that she initially became known best for - Youtube and her love for coffee - are the two things that she labels as her 'passions'. Unlike her various brand deals, these are not just about paying the bills and are what she truly cares about, resonating with her fanbase who have been with her from the beginning.

# data[].attributes.attachment_link.readable_text
Think this is nice? It's a version of the weekly Under 30 newsletter and would be even better in

Forbes estimates Emma Chamberlain earned $20 million last year through her podcast deal and brand campaigns.

Jamel Toppin for Forbes
.
Emma Chamberlain first made a name for herself online as a teenager through daily routine vlogs. But over the last few years, she's jumped from YouTube to Met Gala red carpets to hosting her own podcast, Anything Goes. Most recently, the 2021 30 Under 30 Social Media alum has pivoted to a more traditional style of entrepreneurship: Building her coffee company, Chamberlain Coffee. (See the full Forbes interview with her here.)

The majority of Chamberlain's earnings come from her podcast and brand campaigns with the likes of Warby Parker and Levi's, she says. "There are a few things that don't contribute to paying the bills, but there's longer term goals with them," adds Chamberlain, 22. "YouTube is absolutely that. Even Chamberlain Coffee is that. I'm putting all of the money back into that business right now. So for now, [it's] a passion project. "

With no experience building a company-nor a high school or business school degree or experience in the food and drink industry-she went to her team at United Talent Agency in 2019 to help her find a roster of seasoned veterans to launch the startup. They partnered with a Los Angeles-based roastery Bixby Coffee to create one limited-edition blend for a beta launch. Within 24 hours, more than one million viewers clicked on the company's website and the batch sold out.

"We partnered with them to basically do a proof of concept," Chamberlain says. "We wanted to make sure that this was something that my audience was interested in, and that there was a Gen Z market."

Since then, the company has grown to offering more than 100 products across coffee, matcha and accessories, which are sold online and in 8,500 retailers across the country, including Target, Walmart and Sprouts. Forbes estimates the company booked $20 million in revenue last year. Even still, Chamberlain is focused on refining what both she and her company offer this year, she says.

For instance, she determines which products are sold on which retailer's shelves based on each individual store's consumer base. As for her personal brand, refining means returning to her roots. She plans to spend more time on YouTube in the coming months and she's working on "longer videos that are a bit more challenging to edit."

She's reflected on the future of her podcast, too. While her goal for some time was to continually make it bigger and better, "I've actually realized that I don't really need to do that. I don't think that that's the right strategy," she says. "What I love doing is talking to the listener as though we're on the phone. Over the next six to 12 months, the show will actually go back to that sort of structure, more casual and more laid back and less serious in some ways."

Until next week,

Alex & Zoya

P.S. Want to hang with the Under 30 community in Africa? Come join us for our 30 Under 30 Summit Africa in Botswana from May 5 to 8. As a thank you for being loyal Under 30 newsletter readers, you can snag tickets for 50% off on general admission.

Greenly raised its $52 million Series B in March, with players like Fidelity, Energy Impact Partners and HSBC backing the startup.

COURTESY ARNAUD DELUBAC

How This French Startup Is Helping Companies Clean Up Their Carbon Clutter With $75 Million

Cofounded by Under 30 Europe newcomer Arnaud Delubac, Greenly offers companies like LVMH and TripAdvisor a software to help track and reduce their emissions. The startup is projected to hit some $20 million in revenue this year, thanks to government regulations and incentives pushing businesses to go greener.

Under 30 On-Air
Watch Paolina Russo's interview here.
Lucile Guilmard and Paolina Russo made the 2024 Europe Art & Culture list for their work as the cofounders of Paolina Russo, a London-based knitwear brand. The LVMH Prize 2023 finalists sat down with Forbes Senior Editor Kristin Stoller to share how they landed deals with Montreal-based luxury retailer Ssense and Adidas.

Lister Lowdown

- 2024 Under 30 Retail & Ecommerce lister Amira Rasool announced a $3.4 million seed funding round for her wholesale marketplace, The Folklore, on Wednesday. Her startup helps local fashion brands from around the world-including Asia and Africa-place their products with luxury retailers like Bergdorf Goodman. The new round was led by VC firm Benchstrength, bringing The Folklore to $6.4 million in total funding.

-Cofounder of omakase restaurant Moko and 2024 Under 30 Food & Drink lister Angel Zheng is starting a new venture: Isshiki, a matcha brand. Zheng says the matcha is sourced from a women-owned farm in Uji, Kyoto and will be available for sale (in a powdered matcha form) at a brick-and-mortar retail front in New York City and via its website. The bootstrapped venture is set to launch on Saturday.

- 2024 30 Under 30 Europe Media & Marketing listers Julius Gabel Nørgaard and Carl Kronika announced this week a merger between their Copenhagen-based communications agency, COPUS, with design agency Twentyten. After COPUS brought in $1.3 million in revenue last year from clients like L'Oréal, Warner Bros. and Amazon Prime Video, the two companies will now go by the name PONDER. They'll specialize in strategy, design, PR and content creation for international clients.

-Aura Bora, a startup founded by 2022 Food & Drink listers Madeleine and Paul Voge, sells sparkling water made from herbs, fruits and flowers. This week, they announced their expansion to 2,000 Safeway, Ralphs, Albertsons and more stores across the country.

One Minute With Aimee Smale
The following has been slightly edited for length and clarity.
We're bringing you the scoop on a new Under 30 community member. Up this week: 2023 Under 30 Europe Retail & Ecommerce lister Aimee Smale, the founder of the TikTok-viral fashion brand Odd Muse. The ecommerce brand-which sells dresses, jumpsuits and blazers in classic, old-fashion styles-opened a flagship retail store in London in November.

How do you start your mornings? I used to strictly be online at 6 a.m., roughly three hours before the rest of my team were online. Now, I still start my mornings early, but take a much slower approach: I make my to-do list with a coffee in hand and dedicate an hour to just being creative, whether that be sketching a new design or any concepts for socials.

What is something that you do every single day? A pen to paper to-do list. It's a non negotiable! Another everyday thing is red light therapy.

What's your favorite item in your closet? I have a Louis Vuitton pochette bag my partner bought me seven years ago. It was my first luxury piece and will always be my favorite.

What about a dream item you're waiting to get your hands on? Honestly my dream would be four back-up pairs of my Gucci mules. I wear them most days and Gucci discontinued them.

Thoughts on fashion trends, especially those born from social media that quickly come and go? I don't feed into them, and neither should anyone. I feel like we are slowly, but surely seeing the decline of fashion "trends." I feel Odd Muse has been a big part of that movement.

Is there a marketing tactic you swear by when it comes to Odd Muse? Authenticity, and not taking life too seriously. I don't like how luxury fashion can not only promote the unattainable, but I also think it comes across as boring. I always knew going into Odd Muse that I was my most unique selling point, no one else is you and every founder should remember that.

Is there a business out there you admire most and want to emulate? I really want to keep pushing the boundaries for independent brands like Odd Muse. I'd love to go into further luxury and see how the brand can play in that field. A brand like The Row is very inspiring to me. All about good products, not so much conventional marketing.

Your best piece of advice to aspiring entrepreneurs? My biggest piece of advice is to just start. We often worry too much about the step by step process-I know I did before starting my brand. But I took the decision to just start sketching and figure the rest out as I come to it.

# data[].attributes.attachment_link.title
The Secret Behind Emma Chamberlain's $20 Million Coffee Company-And Her Plans To Return To YouTube

# data[].attributes.attachment_link.description
How Emma Chamberlain's coffee company made an estimated $20 million in revenue last year. Plus one minute with under 30 lister Aimee Smale.

# data[].attributes.body
Recorded from the comfort of her own home, Emma Chamberlain explores candid topics such as her struggles with PCOS and mental health, allowing her audience a personal insight into her life and some of her 'deepest thoughts'.

# data[].attributes.attachment_link.description
anything goes podcast with emma chamberlain
new episodes every thursday and sunday
listen anywhere you listen to podcasts
watch on spotify and youtube
instagram @anythinggoes
tiktok @anythinggoes

# data[].attributes.body
When she was 16 making Youtube videos in her mum's San Francisco home, her style largely consisted of thrifted items of clothing - pieces that were sustainable and affordable and also resembled the clothing that girls like her (those her age, also still in high school and living with their parents) would wear and that were accessible to them.

# data[].attributes.body
Chamberlain adopted a unique, recognisable, 'DIY' editing style where she would use chaotic jump cuts and awkward pauses. Additionally, she'd often include unfiltered 'behind the scenes' snippets that she would title 'me editing' - these were candid moments of her editing in her house where she would often use self-deprecating humour towards her videos as well as pointing out her flaws, therefore enhancing her relatable, 'regular girl' persona.

# data[].attributes.body
Discussing her viral moment, Chamberlain says that she is 'blank' when she does interviews, conveying the sense that this was her unfiltered, authentic reaction to Harlow's surprising comment.

# data[].attributes.attachment_link.title
Emma Chamberlain Reacts to Her Viral Red Carpet Interview w/ Jack Harlow at the Met Gala (Extended)

# data[].attributes.body
She maintains her authentic, 'regular girl' persona through her 'giddiness' amongst the chaos of Spotify executives fussing over her. It is also clear that this authentic image she has built for herself is not reserved just for the camera, but persists in off-camera moments too.

# data[].attributes.attachment_link.title
What’s So Special About Emma Chamberlain?

# data[].attributes.attachment_link.description
YouTuber turned podcaster Emma Chamberlain talks about her struggles with fame, life with boyfriend Tucker Pillsbury, future plans and more.

# data[].attributes.headline
Comments on Instagram post of 'Chamberlain Coffee' shop opening

# data[].attributes.subject
Comments on Instagram post of 'Chamberlain Coffee' shop opening

# data[].attributes.body
Chamberlain has built such a strong identity for herself, that fans are congratulating her and saying how 'proud' they are of her, insinuating that they know just how much this means to her thanks to her authenticity and honesty online.

# data[].attributes.headline
Yelp reviews of the 'Chamberlain Coffee' shop

# data[].attributes.subject
Yelp reviews of the 'Chamberlain Coffee' shop

# data[].attributes.body
Despite fan excitement surrounding the opening of Chamberlain's coffee shop, it has not proven popular commercially. Many criticisms focus on the high prices of the drinks sold, which can appear out of touch and contradictory to the 'relatable girl' image she has curated over the years.

# data[].attributes.headline
'Anything Goes' episode (5th October 2025)

# data[].attributes.subject
'Anything Goes' episode (5th October 2025)

# data[].attributes.body
She is honest about the fact that she is 'sensitive' to negative comments about herself online, but she insists on keeping her own unique, personal style so that she can stay true to her authentic self.

# data[].attributes.attachment_link.title
some people hate my style, and i don’t care

# data[].attributes.headline
'Anything Goes' episode (9th February 2025)

# data[].attributes.subject
'Anything Goes' episode (9th February 2025)

# data[].attributes.body
Emma Chamberlain wants to be honest and open with her audience about her struggles with mental health, and does this within this episode by recounting a story of her 'public meltdown' despite labelling it as both 'traumatizing' and 'embarrassing' for her.

# data[].attributes.headline
Some of the top comments on the Youtube video of the episode

# data[].attributes.subject
Some of the top comments on the Youtube video of the episode

# data[].attributes.body
Audiences personally identify with Chamberlain's struggles and find her to be both relatable and a source of comfort.

# data[].attributes.body
Whilst fans' frequent attempts to recreate Chamberlain's outfits (particularly her thrifted/more accessible ones) on social media reflects the influencer's cultural relevance, it also contributes to the construction of her star image by positioning her as a 'fashion icon' for youth audiences online.

# data[].attributes.headline
Tik tok of a fan recreating one of her looks (2020)

# data[].attributes.subject
Tik tok of a fan recreating one of her looks (2020)

# data[].attributes.body
Even Chamberlain's most simplistic, effortless looks are hailed as 'iconic' by fans. This particular look is also attainable for audiences, once again contributing to the construction of her authentically cool and relatable star image.

# data[].attributes.attachment_link.title
Recreating @emmachamberlain iconic flared leggings look #greenscreen #tiktokfashion #howtostyle #y2koutfits #Bye2020

# data[].attributes.attachment_link.embed_code
@andreakyton
Recreating @emmachamberlain iconic flared leggings look #greenscreen #tiktokfashion #howtostyle #y2koutfits #Bye2020
♬ They Call Me Tiago (Her Name Is Margo) - Tiagz

# data[].attributes.headline
Tik tok of a fan recreating one of her looks (2024)

# data[].attributes.subject
Tik tok of a fan recreating one of her looks (2024)

# data[].attributes.body
The title 'how to dress like Emma Chamberlain' is a nod to Chamberlain's influence on fashion, demonstrating that her style is something to aspire to and therefore reinforces her fashion icon status.

# data[].attributes.attachment_link.title
since the queen is back on tiktok #emmachamberlain #outfitideas #fyp 

# data[].attributes.attachment_link.embed_code
@ashleyogarcia
since the queen is back on tiktok #emmachamberlain #outfitideas #fyp
♬ how to dress like emma chamberlain - Ashley Garcia

# data[].attributes.headline
Emma Chamberlain Gets Ready for the Balenciaga Show (6th October 2025)

# data[].attributes.subject
Emma Chamberlain Gets Ready for the Balenciaga Show (6th October 2025)

# data[].attributes.body
Audiences get 'behind the scenes' access to Chamberlain getting ready for a high profile fashion event, providing them with personal insight into her life. She also chats to the people around her throughout, making jokes about things her audience will relate to (for example, being on Instagram reels instead of doing work) enhancing her normal-girl persona.

# data[].attributes.attachment_link.title
Emma Chamberlain Gets Ready for the Balenciaga Show | Last Looks | Vogue

# data[].attributes.body
This cover draws readers in with the promise of Chamberlain 'being real' - she will be discussing personal topics such as a vulnerability and therefore showing her audience her deepest thoughts and most authentic self.

# data[].attributes.body
Chamberlain faced criticism in 2020 for a 'racially insensitive' post - she subsequently deleted the post and apologised, however this scandal is inconsistent with her star image built on authenticity and honesty.

# data[].attributes.attachment_link.title
Emma Chamberlain Comes Under Fire For a Racially Insensitive Instagram Post

# data[].attributes.attachment_link.description
She also had to address another controversy.

# data[].attributes.body
Chamberlain faced another scandal in 2023 when rumours of her charging $10,000 for an Instagram DM surfaced, which again conflicts with her image of relatability and being a 'normal girl'.

# data[].attributes.attachment_link.title
Emma Chamberlain Responds to Claims She Was Charging $10,000 for Instagram DMs

# data[].attributes.attachment_link.description
Emma’s setting the record straight, FYI!

# data[].attributes.body
Chamberlain's response to her controversies poses as an attempt to re-align herself with her authentic star persona, as her acknowledgement of her mistakes and admittance that she is 'not a perfect person' can be seen as both honest and perhaps relatable for her audience.

# data[].attributes.attachment_link.title
Emma Chamberlain discusses backlash to claims she sold $10,000 personalised DMs | The Independent

# data[].attributes.attachment_link.description
‘I’m not a perfect person,’ the influencer says

# data[].attributes.headline
GQ Interview - Emma Chamberlain and Role Model

# data[].attributes.subject
GQ Interview - Emma Chamberlain and Role Model

# data[].attributes.body
Audiences get a personal insight into Chamberlain's private sphere - they are given the opportunity for exclusive access into the details of her relationship with singer Role Model, allowing them to feel closer to the star.

# data[].attributes.attachment_link.title
Emma Chamberlain & ROLE MODEL Take a Couples Quiz | GQ

# data[].attributes.headline
Some of the comments on the episode's Youtube videos

# data[].attributes.subject
Some of the comments on the episode's Youtube videos

# data[].attributes.body
Audiences talk to Emma Chamberlain as if they are in a conversation with her, showing she has successfully constructed a image of being a 'normal girl' - they also value her unique, authentic style that is true to herself.

# data[].attributes.body
Viewers get the opportunity to explore one of the most personal aspects of Chamberlain's life - her home. She allows her audience access to private spaces, such as her closet and bedroom.

# data[].attributes.attachment_link.title
Inside Emma Chamberlain's Radiant New Home | Open Door | Architectural Digest

# data[].attributes.headline
Youtube video: 'i literally lost my car' (3rd January 2018)

# data[].attributes.subject
Youtube video: 'i literally lost my car' (3rd January 2018)

# data[].attributes.body
Chamberlain would often produce mundane content, featuring everyday activities such as driving around in her car - activities her audience could relate to doing.

# data[].attributes.body
Frequently showing herself without makeup in the content she posts online conveys a sense of vulnerability - she is allowing audiences to see her at her 'truest' form.

# data[].attributes.attachment_link.description
2M likes, 8,034 comments - emmachamberlain on October 19, 2021

# data[].attributes.attachment_link.embed_code
View this post on Instagram

A post shared by emma chamberlain (@emmachamberlain)

# data[].attributes.body
Crying selfies also convey a sense of vulnerability - she is being honest with her audiences about her mental wellbeing and breaking free from the idealised, perfect representations we so often see from influencers on their social media feeds.

# data[].attributes.headline
Vogue Hong Kong article (2nd February 2025)

# data[].attributes.subject
Vogue Hong Kong article (2nd February 2025)

# data[].attributes.body
This article emphasises how her unique yet accessible style was central to her success in the early years of her career, as she portrayed a 'genuine enthusiasm for fashion' that 'Gen Z' audiences could identify and connect with.

# data[].attributes.body
In the beginning of this video, Chamberlain recounts her own story of her PCOS diagnosis - an honest, personal account that many of her female audience may relate to. Her raw honesty in this moment along with the presentation of her without makeup creates a sense of vulnerability that only enhances her authenticity.

# data[].attributes.attachment_link.title
Emma Chamberlain on PCOS, Spooky Makeup, and the Met Gala | Beauty Secrets | Vogue

# data[].attributes.headline
'Miutine' by Miu Miu release event Instagram post (7th September 2025)

# data[].attributes.subject
'Miutine' by Miu Miu release event Instagram post (7th September 2025)

# data[].attributes.attachment_link.title
emma chamberlain on Instagram: "went to the @MiuMiu Miutine Club smelling like MIUTINE 🍓🌼🍰 !!!

#miumiubeauty #miumiubydefinition"

# data[].attributes.attachment_link.description
181K likes, 261 comments - emmachamberlain on September 7, 2025: "went to the @MiuMiu Miutine Club smelling like MIUTINE 🍓🌼🍰 !!!

#miumiubeauty #miumiubydefinition". 

# data[].attributes.attachment_link.embed_code
View this post on Instagram

A post shared by emma chamberlain (@emmachamberlain)

# data[].attributes.headline
Instagram post of Chamberlain wearing Mugler (3rd October 2025)

# data[].attributes.subject
Instagram post of Chamberlain wearing Mugler (3rd October 2025)

# data[].attributes.attachment_link.title
emma chamberlain on Instagram: "@MUGLEROFFICIAL BY @MIGUELCASTROFREITAS"

# data[].attributes.attachment_link.description
174K likes, 704 comments - emmachamberlain on October 3, 2025: "@MUGLEROFFICIAL BY @MIGUELCASTROFREITAS". 

# data[].attributes.attachment_link.embed_code
View this post on Instagram

A post shared by emma chamberlain (@emmachamberlain)

# data[].attributes.headline
Emma Chamberlain becomes a Louis Vuitton ambassador (2019)

# data[].attributes.subject
Emma Chamberlain becomes a Louis Vuitton ambassador (2019)

# data[].attributes.body
Since 2019, Chamberlain's style has gradually become more rooted in 'high fashion' - a detour from her early career where her looks centred around sustainability through thrifted pieces. For example, she has frequently partnered with brands such as Louis Vuitton, Miu Miu and Mugler as well as attending the Met Gala each year as Vogue's designated red carpet host. Her style today is less attainable and more aspirational, demonstrating that her fashion sense has evolved from her 'relatable girl' image.

# data[].attributes.body
Additionally, Chamberlain discusses how she isn't concerned with looking 'conventionally attractive' and would rather look 'interesting'. She is telling her audience that she would rather present herself in a unique way that is authentic to her than conform to societal expectations of attractiveness.

# data[].attributes.body
Comments on the video praise Chamberlain for staying true to what she believes is 'beautiful', labelling her as a 'refreshing' representation of women. Fans reinforcing her authentic star image.

# data[].attributes.headline
YouTube video: 'HALLOWEEN MAKEUP' (31st October 2017)

# data[].attributes.subject
YouTube video: 'HALLOWEEN MAKEUP' (31st October 2017)

# data[].attributes.body
Chamberlain does not take herself seriously and uses self-deprecating humour to navigate her way through this Halloween makeup tutorial. She talks to her audience casually as though they are her friends not just viewers, including them in the chaos of the process.

# data[].attributes.attachment_link.title
HALLOWEEN MAKEUP (i have a lot of talent)

# data[].attributes.body
Thanks to her relatable persona, messy editing style and unfiltered content, Emma Chamberlain is labelled as the "most important YouTuber today" just two years into her career, paving the way for other creators to emulate her unique style commonly referred to as "slacker YouTube".

# data[].attributes.attachment_link.readable_text
The most talked-about teen influencer in the world doesn't airbrush her photos. She doesn't have a team of editors and photographers following her around and taking aspirational " plandids." In fact, she doesn't make her life seem very aspirational at all: In many of her videos, she looks like she just rolled out of bed. Emma Chamberlain shuns makeup, sometimes skips a shower, and doesn't seem to care if she looks weird or if her camera is poised at an unflattering angle. While other YouTube stars-like Jake and Logan Paul, Bethany Mota, and Lele Pons-rely on hyper-produced, staged videos with bright thumbnails and clickbait titles, Chamberlain posts lo-fi vlogs using default fonts, clashing color schemes, and lowercase titles that never overpromise.

All of this has gained the 18-year-old some 8 million YouTube subscribers and 7.7 million Instagram followers in less than two years; her YouTube channel is one of the fastest growing in the U.S., according to the company. The analytics site SocialBlade estimates Chamberlain may be earning nearly $2 million in ad revenue on her YouTube videos alone. In the past year, she launched a podcast that promptly hit No. 1 on podcast charts in 50 countries, introduced a line of self-branded merchandise, and attended Paris Fashion Week, where she was seated in the front row at the Louis Vuitton show. "Her growth has been so fucking insane," says Mai Linh Nguyen, a producer and YouTube strategist who has worked for many top YouTubers.

Even if you haven't seen one of Chamberlain's videos, you've likely seen traces of her influence all over the internet. She's the closest thing to an overnight success YouTube has had in years, and represents a dramatic shift in what young audiences want from the platform and its top creators: videos that feel authentic.

Many modern YouTube stars first got big on other platforms, like Vine or Instagram, or appeared in collaborations with other, more famous stars, which built their audience over time. Chamberlain, on the other hand, is sui generis, which is surely part of her appeal. She started out editing cheerleading videos and dance routines with friends and posting them to Instagram before moving to YouTube; by all accounts, the platform wasn't a place to launch an entertainment career, but rather just another place to express herself, via low-production-value fashion videos and vlogs about daily tribulations of teenage life, like taking her driving test and why she needed a fidget spinner. Her first subscriber was her dad.

Most of Chamberlain's early videos netted about 1,000 viewers each, but on July 27, 2017, she uploaded a video that would change her life, a dollar-store "haul." "That was apparently a YouTube trend at the time, and it ended up working in my favor," she told last month. (Chamberlain wasn't available for an interview with The Atlantic). Haul videos were indeed cresting then, but most featured smiling beauty or fashion vloggers carefully displaying all the amazing products they'd purchased for the camera. Chamberlain's version was irreverent, weird, and slightly demented-a half-ironic, half-earnest cataloging of all the Frozen-themed Q-tips and fur-covered pens her allowance could buy. It got half a million views. After that, she began gaining tens of thousands of subscribers a month. Teen girls couldn't get enough.

Aesthetically, Chamberlain's style is fast, jumpy, and very funny; she favors quick cuts, facial distortions, unaligned fonts, goofy music, and effects similar to the Superzoom feature on Instagram Stories. Throughout her vlogs she intersperses reaction shots of herself while she's editing, or old clips of herself, giving voice to what the audience might be thinking as they watch. "She has stuff going on every four seconds," says Sara Dietschy, a YouTuber with more than half a million subscribers. "It makes it so that a 17-minute video seems like you just blinked."

"It's a very memey editing style," Nguyen says. She formerly worked as a videographer for Jake Paul, a job that included editing footage and photos for social media. "I'd take photos on a Monday night at 6 p.m., and they'd be ready to go at 10 p.m. that night to be posted that morning," she told me. "If [Chamberlain] is taking a photo at 4 p.m. on a Saturday, it's up five minutes later with no editing."

The shift away from hyper-posed, overedited content has been happening on Instagram for a while. But Chamberlain is credited with being the one who popularized it on YouTube, and her popularity growth is very much a reaction to the traditional influencer-style content that had become so pervasive before her. Chamberlain is relatable, her fans say: Unlike those other YouTubers living in mansions with perfect hair and expensive clothes, she's just an average teen. Sure, she lives in L.A. herself now and is undoubtedly a multimillionaire, but the point is, she doesn't care. She doesn't take herself so seriously.

"The thing that feels so notable is that [Chamberlain's videos] are the first generation of reaction against things that were established in this medium," says Kevin Allocca, the head of culture and trends at YouTube. "You have this creative counterculture that counters a culture we were just getting used to."

Fans call the style "slacker YouTube" or "relatable YouTube," and Chamberlain is no longer its only high-profile practitioner. Joana Ceddia, an 18-year-old YouTuber, gained more than 107,000 subscribers in less than 48 hours last fall and has since racked up more than 2.3 million in less than a year by posting quirky videos of her life as an average teen. Others include Summer McKeen, Hannah Meloche, Hailey Sani, Ellie Thuman, and Haley Pham. "I've been on the platform for over 10 years," says Alisha Marie, a YouTuber with more than 8 million subscribers, "but I feel like there's this new wave."

The aesthetic has made its way to pop music too. The 17-year-old musician Billie Eilish has one of the best-selling records in the country right now, and an Instagram full of unposed photos of herself in baggy clothing. Ariana Grande recently put out a music video for her song Monopoly that features a Chamberlain-esque jumble of low-quality video, bouncing JPEGs, and sped-up sequences. Even brands are trying to trying to cash in: Chamberlain has now done ads for Curology, Hollister, and Audible.

It's a big shift for a platform that was, until recently, "a super-high-production place where you were buying these expensive tools to make your videos seem high value," Abby Adesanya, the head of talent and influencers for Bustle Digital Group told me. "If you look at beauty-vlogger videos, some of their most popular videos are 'what is my setup,' and you'll see these big-box lights, a DSLR camera. That's what YouTube was. Then Emma came along with her iPhone, laying in bed editing with food on her chest and was like, 'I'm not going to curate myself like that.' And people just loved it."

Making a video look casual, however, is still an enormous amount of work. Chamberlain reportedly spends 20 to 30 hours editing each video and does all the work herself. "I've cried multiple times after posting a video," she told . "So much work goes into each video that I don't know how I'm still alive." Summer McKeen, a 20-year-old with more than 2.3 million subscribers on YouTube, also spends hours on each of her videos. "It's the same amount of work as the old way," she told me. "It's just a more casual feel to the video."

Of course, "relatable" is relative. In one video called " The Relatable White Girl Trend," a young black vlogger who goes by AsToldByKenya on YouTube skewers the style: "You have to be pretty; you have to be funny. You have to curse but not curse too much that you're seen as vulgar, but you still have to curse to be seen as relatable. You have to have cute outfits. Your outfits have to be from Urban Outfitters, honey ... You have to be attractive to boys, but not actually come across like you're attractive to boys." In another video, titled " I Was a Relatable Youtuber for a Day! *cough* Emma Chamberlain," Don Bbw, a young black YouTuber, says, "I actually don't know what's relatable, because what's relatable to you might not be relatable to me," before joking that he "forgot the most relatable part of being a relatable YouTuber, having a pimple."

"I feel like that [Emma Chamberlain] aesthetic trend is definitely a suburban white girl trend," said Adesanya, adding that the look is something YouTubers of color mostly don't have access to. "These YouTubers of color, their whole vibe is received so differently than the Summers and the Hannahs and the Emmas." (Chamberlain has not been particularly outspoken about race, but did cut ties with a partner, Dote, after black influencers accused the clothing brand of segregating them from white influencers at the brand's Coachella house.)

While Chamberlain's particular style may not feel accessible to all, the broader shift toward messier, less filtered content is bigger than one star or one look. "Millennials are so curated, and Gen Z is very not," said Adesanya. "Millennials used social media as a highlight reel ... Gen Z is like, 'Hey, this is what I'm doing right now, this is what I look like right now.'"

And for many young creators, Chamberlain's style is simply the default way to vlog. "I don't feel like I need to put on a different face or put on an act when I'm filming," said McKeen, who has been vlogging since she was 13. "I just feel like I'm hanging out with my friends. My camera is my friend. It's always been that way."

# data[].attributes.attachment_link.title
Emma Chamberlain Is the Most Important YouTuber Today

# data[].attributes.attachment_link.description
Teens are abandoning hyper-produced personalities for people who seem just like them.

# data[].attributes.headline
TIME Most Influential People on the Internet (2019)

# data[].attributes.subject
TIME Most Influential People on the Internet (2019)

# data[].attributes.body
The same year, she is included in TIME's '25 most influential people on the internet' list thanks to her unpolished, authentic content.

# data[].attributes.attachment_link.readable_text
For our fifth annual roundup of the most influential people on the Internet, TIME evaluated contenders by looking at their global impact on social media and their overall ability to drive news. Here's who made this year's unranked list.

Contact us at editors@time.com.

SPONSORED FINANCIAL CONTENT

Read More From TIME

# data[].attributes.attachment_link.keywords[]
25 most influential people on the internet

# data[].attributes.attachment_link.keywords[]
the 25 most influential people on the internet

# data[].attributes.attachment_link.keywords[]
time most influential people on internet

# data[].attributes.attachment_link.keywords[]
top 25 most influential people on the internet

# data[].attributes.attachment_link.title
The 25 Most Influential People on the Internet

# data[].attributes.attachment_link.description
For our fifth annual roundup of the most influential people on the Internet, TIME evaluated contenders by looking at their global impact on social media and their overall ability to drive news. Here's who made this year's unranked list. Contact us at editors@time.com. Read More From TIME

# data[].attributes.headline
'The Authenticity Industries: Keeping it Real in Media, Culture and Politics', Michael Serazio (2023)

# data[].attributes.subject
'The Authenticity Industries: Keeping it Real in Media, Culture and Politics', Michael Serazio (2023)

# data[].attributes.body
Chamberlain is providing audiences with glimpses into her everyday life, by recording herself in her own kitchen and cooking herself a meal (a mundane activity that a large proportion of her audience will be familiar with doing themselves). This helps her to "project relatability" and thus provides her audience with the illusion that she is just like them.

# data[].attributes.attachment_link.description
You may be seeing this page because you used the Back button while browsing a secure web site or application. Alternatively, you may have mistakenly bookmarked the web login form instead of the actual web site you wanted to bookmark or used a link created by somebody else who made the same mistake.

# data[].attributes.body
In addition, they also find that her demeanour throughout the interview aligns with what they have deciphered as her 'true self'.

# data[].attributes.headline
‘Being Yourself: The Pursuit of Authentic Celebrity’, Andrew Tolson (2001)

# data[].attributes.subject
‘Being Yourself: The Pursuit of Authentic Celebrity’, Andrew Tolson (2001)

# data[].attributes.body
Her relaxed nature within her interview with Harlow and her humorous reaction to his unexpected comment, combined with her reflection upon the viral moment in her interview with Jimmy Fallon demonstrates her success in constructing an authentic public performance to convince her audience that, in this interview, she is being truly herself.

# data[].attributes.headline
Steven Poole (2013) 'Give me the real thing: from vintage clothes to worries about Beyonce lip-syncing, why is our culture so obsessed with the pursuit of authenticity?'

# data[].attributes.subject
Steven Poole (2013) 'Give me the real thing: from vintage clothes to worries about Beyonce lip-syncing, why is our culture so obsessed with the pursuit of authenticity?'

# data[].attributes.body
Chamberlain's vulnerability and honesty within her podcast is not only a sincere expression of her true self, but is also a carefully curated performance that serves as a powerful contributor to the marketability of her star image.

# data[].attributes.headline
Hudders, De Jans & De Veirman (2020) 'The commercialization of social media stars: a literature review and conceptual framework on the strategic use of social media influencers’

# data[].attributes.subject
Hudders, De Jans & De Veirman (2020) 'The commercialization of social media stars: a literature review and conceptual framework on the strategic use of social media influencers’

# data[].attributes.body
Chamberlain's authenticity through her honesty within her podcast series serves as a crucial method in determining her impact as an influencer.

# data[].attributes.attachment_link.description
Clear prior granting of permission for release of your information to this service.

# data[].attributes.headline
Christine Gledhill (1991) 'Signs of Melodrama'

# data[].attributes.subject
Christine Gledhill (1991) 'Signs of Melodrama'

# data[].attributes.body
Serving expensive coffee conflicts with Chamberlain's relatable girl persona and instead reflects a more aspirational image, demonstrating how her star image is "fragmented and open to contradiction".

# data[].attributes.attachment_link.description
Clear prior granting of permission for release of your information to this service.

# data[].attributes.headline
Erin Meyers (2009) 'Can You Handle My Truth?: Authenticity and the Celebrity Star Image’

# data[].attributes.subject
Erin Meyers (2009) 'Can You Handle My Truth?: Authenticity and the Celebrity Star Image’

# data[].attributes.body
Through dissecting such personal topics, the line between Chamberlain's public and private self becomes blurred, which enhances her star image as a symbol of authenticity.

# data[].attributes.headline
Erin Meyers (2009) 'Can You Handle My Truth?: Authenticity and the Celebrity Star Image'

# data[].attributes.subject
Erin Meyers (2009) 'Can You Handle My Truth?: Authenticity and the Celebrity Star Image'

# data[].attributes.body
Chamberlain's star image is no longer solely under her control, as fashion houses and media outlets now play a role in shaping her persona due to her increased fame and visibility.