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I am interested in how to achieve this coffee cream/powder effect using Photoshop.
I have spent quite some time trying to figure this out, but wasn't successful. Using a clipping mask to apply texture works on very simple logos or text, but not on photos or anything that requires detail.
"You're thinking about this," as they say, "the wrong way."
This isn't created by applying a texture to the photograph of the people, but by overlaying the photograph on an already-existing texture (the cappuccino).
The entry-level method is to place the photo on a layer above the coffee, change its Blend Mode to Luminosity and lower the opacity a bit, then mask out the parts that don't belong.
This can be finessed in different ways to better "sell" the effect.
Better color can be achieved with a Black-and-White conversion of the photograph, toned to a coffee hue and applied in Overlay, Color Burn, Darken or Multiply mode.
Surface Blur applied to the photograph would help give it a more "drawn on the surface" look.
A displacement mask created from the coffee image, applied to the photograph using Filter > Distort > Displace... could be used to modify the photo so it distorts to conform to the texture of the coffee.
