Jordan and Salish Matter Launch Sincerely Yours

Sincerely Yours, a dermatologist-developed skincare brand specially designed for developing skin, has landed and is available exclusively at Sephora.

Co-founded by father-daughter duo and YouTube creators Jordan and Salish Matter, alongside beauty industry veteran Julia Straus, Sincerely Yours offers gentle, science-backed skincare designed with ‘shelfie appeal’ in mind. It has been shaped with input from its growing community of 60,000 teenagers and 30-member Teen Advisory Board.

The brand recently closed a seed investment led by Strand Equity — the Los Angeles-based growth equity firm behind Youth To The People and InnBeauty Project — to support the brand’s launch at Sephora.

Inspired by Salish’s own experience growing up online with sensitive skin, Sincerely Yours aims to combine skin-safe, efficacious formulas with style-conscious design. The brand is defined by its commitment to instilling confidence in teenagers who may feel discouraged by their skin.

“We created Sincerely Yours to help teens to embrace who they are, not get lost in comparison,” says Jordan Matter. “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.”

Developed with dermatologists Dr. Mara Weinstein Velez, MD, Dr. Robin Schaffran, MD, and Dr. Longchuan Huang, PhD, the debut collection includes four skincare essentials: Kindly Clean Hydrating Cleanser ($22), Hit Fresh Soothing Serum Mist ($24), So Soft Lightweight Moisturiser ($26), and Sunny Side Up Mineral Sunscreen ($28).

Each product features the brand’s signature Barrier Friendly Formula (BFF), a skin-supportive complex featuring encapsulated, time-release hyaluronic acid, niacinamide, and ceramides to hydrate, soothe, and strengthen the skin barrier. Suitable for sensitive skin, the range is Sephora Clean certified, non-comedogenic, vegan, cruelty free, and free from anti-ageing ingredients.

“Sincerely Yours started with one simple idea: teens deserve to be heard,” says Straus, co-founder and CEO of Sincerely Yours. “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.”

As part of its commitment to build confidence and create connections among teens, the brand will donate 1% of its annual sales to Girls Inc. of Los Angeles, working closely with the organisation as it expands its high school programming across the city.

Sincerely Yours will be available from 6 September in 384 Sephora stores across the US and online at sephora.com and sincerely-yours.com.