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Courtesy of brand.<\/p>\n
In September<\/a> of 2025, large crowds<\/a> gathered in a New Jersey mall to see 15-year-old Salish Matter. In videos on TikTok<\/a>, moms pushed through lines as young people screamed at that familiar preteen pitch \u2013 but they weren\u2019t 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 \u2018skin care essentials for the next generation.\u2019<\/p>\n 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<\/strong>,<\/a> the video follows Salish as she goes on dates with a fellow YouTuber, Kaido Roberts, who faces challenges from Salish\u2019s dad to make sure he\u2019s worthy of dating Salish. Though Jordan\u2019s 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\u2019s YouTube bio reads My daughter has taken over my channel!<\/p>\n When I sat down with Salish and Jordan via Zoom, I asked Salish if it\u2019s strange that YouTube videos surrounding her dating life garner tens of millions of views. She laughs. \u201cWell, when you put it that way, it sounds crazy,\u201d she says. \u201cBut I don\u2019t really think about that. It doesn\u2019t feel like I\u2019m filming a video, it just feels like I\u2019m hanging out with all my friends.\u201d According to Jordan, when a video\u2019s concept revolves around Salish\u2019s dating life, he tries to take a backseat. \u201cObviously, as she gets older now, what everybody\u2019s 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.\u201d Instead, Jordan says, Salish plans and executes the video with their production team (though often, like in the video titled My Daughter\u2019s Secret Crush<\/strong><\/a> 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).<\/p>\n When we speak, it\u2019s 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\u2019s team tells me the mall confirmed that 87,000 people were in attendance. \u201cI can\u2019t believe that many people wanted to come support me,\u201d Salish said. \u201cIt was so insane.\u201d Jordan says he felt euphoric when he saw the crowd gathered for his daughter. \u201cThere\u2019s nothing like that feeling,\u201d he said. \u201cIt made me really proud of her because she\u2019s put in so much effort for years. To see it finally accumulate and actually see all the people who have been touched by her \u2013 I could cry.\u201d 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.<\/p>\n 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. \u201c[When] I was 13, I started skin care,\u201d the 15-year-old high school sophomore said. \u201cEver since then, I was thinking about starting [the company] and I\u2019m so lucky that I did get to start it.\u201d Salish says she comes up with ideas of products that they could develop, and then \u201cthe whole team comes around and we all think about it together.\u201d<\/p>\n When Jordan and Salish were pitching Sincerely Yours products to Sephora<\/a>, Jordan says they were faced with skepticism. So many celebrity makeup brands crash and burn \u2013 why would an influencer brand be different? In response, Jordan asked an executive if she was a fan of Ariana Grande<\/a>. The executive said she was. \u201cI said, \u2018Okay, what\u2019s the color of her bedroom?\u2019 She didn\u2019t know. I said, ‘That\u2019s 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.’\u201d As of the publication of this story, every Sincerely Yours product is sold out on sephora.com.<\/p>\n Though YouTube<\/a> 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? \u201cI feel like I\u2019m just the same as everyone else,\u201d Salish said. \u201cI mean, I am the same as everyone else.\u201d No one at school treats her any differently, she said. \u201cHold on, though,\u201d Jordan says, interrupting. \u201cWhat about after the event and the skin care? And you said that the freshman boys were taking the opportunity\u2013\u201d This time, Salish cuts her dad off. \u201cNo, no, no,\u201d she says and gives him a look. \u201cDid you see that?\u201d Jordan asks me. \u201cThe look that she just gave me? I know that means, I\u2019m not going to do that scene.\u201d<\/p>\n Salish and Jordan are both aware of the growing conversation around the ethical and privacy considerations<\/a> 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\u2019s not her experience. \u201cI feel like we do it very well. I love working with everybody so much on Sundays. But I think that\u2019s true for some people, which is very sad, but not for us.\u201d Jordan, for the record, agrees. \u201cThere are families that have exploited \u2013 or whatever word you want to use \u2013 their children for their own financial gain in a way that\u2019s 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.\u201d But it is a business \u2013 and seemingly, a lucrative one. \u201cIt is a business,\u201d Jordan says. \u201cAnd we\u2019ve been fortunate to be successful at it. You can say we\u2019ve achieved anything we could have imagined achieving. At this point, we\u2019re building memories. I feel comfortable that when she looks back on all this, she\u2019ll look back on it fondly.\u201d<\/p>\n According to the Sincerely Yours website, the products are \u2018Skin Care Made For Teens\u2019. In a world of Sephora kids<\/a>, where 10-year-olds have favorite moisturizers<\/a> and face cleansers<\/a>, 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. \u201cWow, that\u2019s a hard question,\u201d Salish says. \u201cI just want people to be happy, especially with the content we put out in the world. Yeah. That\u2019s what I want \u2013 just making people happy.\u201d<\/p>\n
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