Sincerely Yours, the new teen-focused skincare brand co-founded by Jordan Matter and Salish Matter, has taken the beauty world by storm with its exclusive launch this week at Sephora stores across the U.S.. The record-breaking debut not only sold out shelves but also signaled major shifts in how Gen Alpha expects brands to engage, innovate, and involve their community in product creation.
The Brand’s Launch: A Phenomenon
More than 80,000 fans flooded the American Dream Mall for the Sincerely Yours launch event, resulting in one of the largest gatherings the venue has ever hosted. Fans lined up as early as midnight, with some camping overnight hoping for selfies, meet-and-greets, and exclusive merchandise.
The excitement was fueled by appearances from teen creators like Brent Rivera and Asala, but most of all by co-founder Salish Matter herself, who at just 15 has gathered millions of followers and cultivated strong connections with her peer community.
“The elements that resonated immediately—beginning with the name—were defined by teens,” Straus added. “Our Teen Advisory Board and text group influenced everything from product to tone to packaging. Salish being 15 isn’t just a novelty; it’s our guiding principle. Her authenticity and commitment to her community keep us focused on what genuinely matters.”
How Sincerely Yours Was Made for Teens
The brand’s development began with a core insight: teens want products designed for them, not just repackaged adult skincare.
Salish Matter’s own experience with sensitive skin and social media exposure inspired the line’s gentle, dermatologist-developed formulas. The four debut essentials—Kindly Clean Hydrating Cleanser ($22), Hit Fresh Soothing Serum Mist ($24), So Soft Lightweight Moisturizer ($26), and Sunny Side Up Mineral Sunscreen ($28)—all feature the proprietary Barrier Friendly Formula (BFF): encapsulated, time-release hyaluronic acid, niacinamide, and ceramides. The products are non-comedogenic, vegan, cruelty-free, and meet Sephora’s Clean standards, as well as being free from anti-aging ingredients, which matters for teens.
“We created Sincerely Yours to help teens to embrace who they are, not get lost in comparison,” Jordan Matter explained. “What we found in the market didn’t quite meet the moment—too many options, not enough clarity, and few brands treating teens as the thoughtful, evolving humans they are. With no solution in sight, we decided to build it together.”
Built by Teens, for Teens
Uniquely, Sincerely Yours relied heavily on feedback from over 60,000 online community members and a Teen Advisory Board of 30 members. Julia Straus, CEO and co-founder, highlighted the power of authentic engagement: “Teens today are smart, curious, and know what they want. Our teen advisory board and community shaped every part of this brand—from the formulas to the packaging to how we talk about skin. By listening closely to both the next generation and their parents, we’re offering products that fit into their real lives, a voice that respects them, and a community they can count on.”
Impact Beyond Skincare
In addition to selling out within hours, Sincerely Yours pledged to support social causes meaningful to teens. The brand will donate 1% of annual sales to Girls Inc. of Los Angeles, funding high school programming and outreach. The launch event, which was livestreamed and covered widely, marked Salish and Jordan Matter’s leap from digital creators to brand founders, showing how new generations seek brands rooted in social values and empowerment—not just product efficacy.
“The excitement is real, but so is the responsibility. Our job is to channel that energy into a genuine community and to earn the trust of our teens and our parents. We know this will take time, but we believe we’re setting the foundation for a category-defining brand,” said Julia Straus.
Community-Fueled Success
The sell-out at Sephora, viral fan turnout, and rapid spread of Sincerely Yours across social media channels have signaled not just a successful launch but a blueprint for how Gen Alpha-driven brands can disrupt traditional beauty retail. Teens are at the heart of product development, messaging, and brand activism.
Jordan Matter summed it up in a statement: “really started with Salish. As a teenager, she was searching for skincare that actually worked for her age group—something clean, simple, and designed for Gen Z. After realizing there was a huge gap in the market, we decided to create it together.”
With Sincerely Yours, Jordan Matter and Salish Matter have created more than just a skincare brand—they have ignited a movement defined by teen voices, inclusivity, and community-led innovation, all while making beauty more accessible and authentic for the next generation.
