Courtesy of brand.
In September of 2025, large crowds gathered in a New Jersey mall to see 15-year-old Salish Matter. In videos on TikTok, moms pushed through lines as young people screamed at that familiar preteen pitch – but they weren’t there for a popular band or even an actor. They were there to see the YouTuber launch her skin care line Sincerely Yours which bills itself as ‘skin care essentials for the next generation.’
Salish rose to internet fame at 10-years-old when she started regularly appearing in the YouTube videos of her father, Jordan Matter, whose channel boasts 32.3 million subscribers and over 12 billion lifetime views. One his most recent videos featuring his teenage daughter has been viewed over 15 million times. Titled 5 DATES in 24 HOURS, the video follows Salish as she goes on dates with a fellow YouTuber, Kaido Roberts, who faces challenges from Salish’s dad to make sure he’s worthy of dating Salish. Though Jordan’s content used to revolve around photography, now many of his videos center around Salish and her relationships (recent uploads include ARE THEY DATING? viewed 23 million times and Boys vs GIRLS Trapped in a TINY ROOM, viewed 37 million times). Jordan’s YouTube bio reads My daughter has taken over my channel!
When I sat down with Salish and Jordan via Zoom, I asked Salish if it’s strange that YouTube videos surrounding her dating life garner tens of millions of views. She laughs. “Well, when you put it that way, it sounds crazy,” she says. “But I don’t really think about that. It doesn’t feel like I’m filming a video, it just feels like I’m hanging out with all my friends.” According to Jordan, when a video’s concept revolves around Salish’s dating life, he tries to take a backseat. “Obviously, as she gets older now, what everybody’s fascinated in is who is she dating? I take a hands-off approach to that. Because I feel like if I get too involved in creating content about her and boys, that starts to get a little complicated.” Instead, Jordan says, Salish plans and executes the video with their production team (though often, like in the video titled My Daughter’s Secret Crush viewed 33 million times, Jordan takes a starring role as he interviews potential crushes about what they like the most about his 15-year-old daughter before gifting one of them $500).
When we speak, it’s only been a few weeks since the mall event that made headlines. Entrance to the event was so coveted that Jordan says he saw people sleeping outside the mall the night before to ensure their admission (and hopefully be one of the first 100 people in line, who would either get a meet and greet with Salish or receive a limited-edition Sincerely Yours sweatshirt). In a YouTube video about the event (titled THE SCARIEST DAY OF MY LIFE! and viewed over 5.2 million times), Jordan, escorted by security guards, walks onto the stage before Salish and is greeted by hordes of screaming fans. Salish’s team tells me the mall confirmed that 87,000 people were in attendance. “I can’t believe that many people wanted to come support me,” Salish said. “It was so insane.” Jordan says he felt euphoric when he saw the crowd gathered for his daughter. “There’s nothing like that feeling,” he said. “It made me really proud of her because she’s put in so much effort for years. To see it finally accumulate and actually see all the people who have been touched by her – I could cry.” Salish says she was able to do meet-and-greets with about 500 fans before state police shut down the event due to safety concerns.
Sincerely Yours currently has four products: a hydrating cleanser, a soothing serum mist, a daily moisturizer, and a mineral sunscreen. According to their website, the brand is co-founded by Jordan and Salish Matter alongside two dermatologists. For Salish, the development and release of skin care products has been a dream come true. “[When] I was 13, I started skin care,” the 15-year-old high school sophomore said. “Ever since then, I was thinking about starting [the company] and I’m so lucky that I did get to start it.” Salish says she comes up with ideas of products that they could develop, and then “the whole team comes around and we all think about it together.”
When Jordan and Salish were pitching Sincerely Yours products to Sephora, Jordan says they were faced with skepticism. So many celebrity makeup brands crash and burn – why would an influencer brand be different? In response, Jordan asked an executive if she was a fan of Ariana Grande. The executive said she was. “I said, ‘Okay, what’s the color of her bedroom?’ She didn’t know. I said, ‘That’s the difference between influencers and celebrities. The people who watch Salish, they know everything that we have shared about her. As a result, they feel very connected to her.’” As of the publication of this story, every Sincerely Yours product is sold out on sephora.com.
Though YouTube videos of Salish regularly command tens of millions of views, both Salish and Jordan insist that they only film once a week, on Sundays. Every other day of the week, they say, Salish is a normal kid (albeit one with a sold-out skin care line and millions of followers) who goes to school, hangs out with her friends, and does extracurricular activities like gymnastics and track. But is it possible to be a normal high schooler in the face of such viral fame? “I feel like I’m just the same as everyone else,” Salish said. “I mean, I am the same as everyone else.” No one at school treats her any differently, she said. “Hold on, though,” Jordan says, interrupting. “What about after the event and the skin care? And you said that the freshman boys were taking the opportunity–” This time, Salish cuts her dad off. “No, no, no,” she says and gives him a look. “Did you see that?” Jordan asks me. “The look that she just gave me? I know that means, I’m not going to do that scene.”
Salish and Jordan are both aware of the growing conversation around the ethical and privacy considerations of child influencers which centers around questions about whether a child can consent to online fame and if being a child influencer is inherently exploitative. Salish feels for those kids, she says, but it’s not her experience. “I feel like we do it very well. I love working with everybody so much on Sundays. But I think that’s true for some people, which is very sad, but not for us.” Jordan, for the record, agrees. “There are families that have exploited – or whatever word you want to use – their children for their own financial gain in a way that’s harmful to the kids. For me, my fear is that she looks back on this time and regrets doing it. We do try and prioritize fun and her enjoyment of the process first and then the views and the creative second.” But it is a business – and seemingly, a lucrative one. “It is a business,” Jordan says. “And we’ve been fortunate to be successful at it. You can say we’ve achieved anything we could have imagined achieving. At this point, we’re building memories. I feel comfortable that when she looks back on all this, she’ll look back on it fondly.”
According to the Sincerely Yours website, the products are ‘Skin Care Made For Teens’. In a world of Sephora kids, where 10-year-olds have favorite moisturizers and face cleansers, the idea of a 15-year-old being the face of a skin care line is less absurd than it would have been a few years ago. As of Sept. 29, the brand has already racked up 167,000 followers on Instagram, where commenters gush over the products and beg Salish to restock them. Near the end of our conversation, a PR representative who has been listening in on the call chimes in to ask Salish what success looks like for her. “Wow, that’s a hard question,” Salish says. “I just want people to be happy, especially with the content we put out in the world. Yeah. That’s what I want – just making people happy.”
Originally Appeared on Teen Vogue
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