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Salish Matter is no ordinary 15-year-old. When more than 80,000 kids and tweens flood the American Dream Mall just to see you – to the point that security can’t contain the crowd – it’s safe to say you’re onto something special. That’s exactly what happened when Matter launched her new skincare brand, Sincerely Yours, with a pop-up that drew an unbelievable turnout.
The YouTube star rose to fame creating content with her father, Jordan Matter, and set her sights on skincare with Sincerely Yours. A dermatology-developed brand geared towards Gen Alpha, Sincerely Yours launched with four hero products: Kindly Clean Hydrating Cleanser (a creamy cleanser), Hit Fresh Soothing Serum Mist (a lightweight all-over serum spray), So Soft Lightweight Moisturizer (a calming gel cream moisturizer), and Sunny Side Up Mineral Sunscreen (a silky hydrating mineral SPF).
It’s safe to say they’ve been a hit: in just over a week after launching at a major retailer, all four SKUs of the brand’s products completely sold out both online and in-store. That’s a huge feat that’s hard to do for any beauty brand – especially one that just launched!
I had the opportunity to chat with the YouTube star about how she’s juggling being in school and running a beauty brand, how it felt to have over 80,000 fans show up just for her, and what it took to sell out one of the biggest beauty retailers in just one week.
TQE: What is the story behind the name Sincerely Yours?
“We tested a bunch of names (like IYOS and Homecoming) with my friends and thousands of our community on our texting platform, and Sincerely Yours won quickly. It felt like a real note you’d sign to a friend – personal, not ‘marketing.’ People liked that it felt analog and genuine, which is exactly the vibe we want.”
TQE: Why did you decide to launch a skincare brand in the first place?
“I have sensitive skin and kept trying stuff that was too harsh or just made for adults. My friends felt the same. I wanted something simple and gentle that still looked cool on my shelf. So we built it with dermatologists and a teen board, so it’s actually made for teen skin – not babyish, not super clinical.”
TQE: Why did you decide on these four SKUs as your first products?
“Our derms said the basics are the way to start: cleanse, treat, moisturize, protect. That lined up with what my friends and I actually use. The only twist was ours – we asked to make the serum a mist so it’s easy before/after practice and you don’t have to touch your face. And everyone was excited for SPF from the start. It was actually really clear what four products to start with!”
TQE: When did the idea for creating Sincerely Yours come to be?
“It clicked when we kept seeing teens use adult products and getting irritated skin. Every time I did a GRWM or shared something about my personal routine I'd get a ton of questions and comments back. It just felt like there was a gap and my Dad and I just thought we could actually go ahead and try to fill it.”
TQE: How did you involve your community when creating the brand?
“We've had our community involved in every aspect of this from the start. We have a 32 person Teen Advisory Board who have helped pick the name, product names, colors, they've even written secret messages that are inside the boxes. We also polled a bigger group on our texting platform (nearly 60k of them!) for feedback on textures and routines.”
TQE: What is your personal favorite product from the lineup and why?
“It's really really hard to pick! I love our mist serum because I can use it throughout the day and I'm proud that it feels really unique. But I also have to mention our SPF (Sunny Side Up, which I think is our cutest name). I’m outside a lot filming and it just disappears on my skin – no white cast, no grease, no sting. It’s the one step I won’t skip.”
TQE: Tell me a little bit more about Barrier Friendly Formula (BFF).
“‘BFF’ means we design every formula to be kind to your skin barrier first. We use ceramides (they’re like the glue that helps keep your barrier strong), encapsulated niacinamide (steady, gentle release so it helps with balance and redness without being too much), and encapsulated hyaluronic acid (I know, it says ‘acid,’ but it’s actually a super hydrator that holds water so skin feels bouncy, not tight). All three are well-researched, gentle, and give protection and moisture without feeling heavy - -so they work for young, sensitive skin and everyday routines.”
TQE: How did it feel to have over 80,000 attendees at the American Dream Mall for the brand’s event?
“Wild. I was honestly shocked and grateful. It made me feel a big responsibility to continue to work hard through our content and Sincerely Yours to reach this amazing community.”
TQE: Where were you when you found out you sold out at Sephora?
“I don't really remember, I just remember thinking: ‘Wow, that's crazy! I hope we can get more products over to them very soon!’”
TQE: How is it juggling school, being a content creator, and now a beauty founder as well?
“Busy, but doable. School comes first, and for six days a week, I think I live a very similar life to most 15-year-olds. On Sundays, we film, but it doesn't feel like work because I love our team and making content with my Dad. There's more to do now with Sincerely Yours, but honestly, it's all really fun and exciting and it's kinda like a different type of learning and school that I get to do as well.”
TQE: What is the one thing you want fans and customers to take away from Sincerely Yours?
“That it’s made specifically for them and that we've put a lot of love and heart into it.”
