Concerned about the viral “Sephora kids” skincare trend, many parents are scrutinizing what brands are truly safe for tweens and young teens. Sincerely Yours Skincare,co-founded by YouTube personalities Salish and Jordan Matter and launched at Sephora in September 2025, is designed specifically for adolescents, but is it truly safe for kids? Here’s what the dermatologists tell us, in a balanced exploration for families and young consumers.

Who Created Sincerely Yours, And Why?

Sincerely Yours is not just another “youthful” brand. It’s co-founded by Jordan and Salish Matter (father-daughter social media stars) and Julia Straus (beauty industry executive), in collaboration with three dermatologists and a PhD chemist—many of whom are themselves parents to teens. With direct input from actual teenagers and a focus group–style “teen advisory board,” every formula and packaging choice was guided by adolescent feedback..

Clean, Gentle, Age-Appropriate

Ingredient Standards: Sincerely Yours is Sephora Clean certified, vegan, cruelty-free, and…