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 non-comedogenic. Its formulas intentionally exclude harsh or questionable ingredients such as retinols, parabens, phthalates, sulfates, formaldehyde, and artificial dyes.
- Active Ingredients: The line features time-release hyaluronic acid, niacinamide, and ceramides to support barrier function, hydration, and calmness for developing skin—these are widely recognized as safe, effective, and beneficial for young skin.
- No “Anti-Aging” Actives: Dermatologists consulted by Sincerely Yours have explicitly omitted strong actives like retinoids, peptides, and acids meant for aging or problematic adult skin, which frequently cause irritation for children and tweens.
Pediatrician and Dermatologist Perspective
Leading pediatric dermatologists recommend ultra-simple routines for tweens: a gentle cleanser, basic moisturizer, and sunscreen, warning against potent actives like retinoids, exfoliating acids, or anti-aging ingredients in children’s skincare. Sincerely Yours has developed just four essentials—cleanser, mist, moisturizer, and mineral sunscreen—with a “Barrier Friendly Formula™” specifically designed for sensitive and developing skin.
Co-founder and CEO, as well as board-certified dermatologist, Dr. Mara C. Weinstein Velez
said, “Sincerely Yours is made with younger skin in mind: clean, vegan, cruelty-free and free from any harsh anti-aging ingredients”.
Real-World Use: What Parents and Teens Say
The line’s debut at American Dream Mall reportedly drew 80,000+ teens and parents—reflecting the unmet demand for reliable, safe, teen-driven skincare. Parent reviews consistently note that their children tolerated the cleanser, mist, and moisturizer well, without stinging, breakouts, or irritation; ingredients are intentionally free from fragrance, a common allergen risk in kids’ products.
What Do Experts and Pediatricians Still Advise?
- Always patch test new skincare on a small area first, even if labeled “gentle.”
- Stick to Sincerely Yours’ intended routine (cleanser, mist, moisturizer, mineral sunscreen)—avoid chasing more for better “results.”
- Avoid applying even gentle actives on broken, sunburned, or very inflamed skin.
- If a child or tween develops persistent rashes, redness, or swelling, stop use and consult a pediatric dermatologist.
Yes, it’s safe for kids
Based on clinical design, dermatologist and chemist involvement, ingredient standards, and strong parent/teen feedback, Sincerely Yours is considered safe for tweens and young teens aged 8+. Its minimal, simple products are overweighted by pediatric skincare experts, excluding commonly irritating ingredients and focusing on barrier support, hydration, and ease of use.
While best practice is always to monitor individual reactions and consult a pediatrician if concerns arise, Sincerely Yours stands as a model for how skincare can be age-appropriate, transparent, and truly gentle in the current market.
