Interview | Salish Matter of Sincerely Yours

Sixteen-year-old Salish Matter has gone from YouTube favourite to one of the world’s most recognisable young content creators. Alongside her father, photographer and creator Jordan Matter, she has built a devoted global following through viral challenges, adventures, and family-focused content, helping grow their channel to more than 36 million subscribers and 12 billion lifetime views. Most recently, the father-daughter duo made the leap to Netflix, with their reality series, Salish & Jordan Matter, debuting at number two worldwide.

Last year, Salish added beauty founder to her growing list of accomplishments with the launch of Sincerely Yours, a dermatologist-developed skincare brand co-founded with her father and beauty industry veteran Julia Straus. Created specifically for teenage skin, the brand was developed with input from more than 60,000 members of its online community and combines gentle, science-backed formulas with colourful packaging designed to make skincare feel a little less intimidating.

We recently caught up with Salish to talk about the inspiration behind Sincerely Yours, what she’s learned from launching a beauty brand while still in her teens, and the skincare advice she thinks every teenager should know.

What inspired you to create Sincerely Yours?

I’ve always had sensitive skin and it was really hard to find products that weren’t too harsh, that actually worked and were fun to use. And I realized that a lot of my community felt the same way and was dealing with the same issues as me. It felt like most products were either marketed for kids or made with ingredients that were too harsh and not created with teens my age in mind.

What product makes the best introduction to the brand?

I’d definitely say So Soft, our moisturizer. It’s really hydrating but still super lightweight, so it doesn’t feel greasy at all. Moisturizer was always something I struggled to find that actually worked for my skin, so creating one that does has been really important to me. It layers really nicely under makeup too, and it’s a great intro product for pretty much anyone.

What has been the biggest highlight?

All the events where I’ve gotten to meet the community and spend time with them have been such a highlight. Our event for our Gloss Balms at the Santa Monica Pier in May was so fun because I was getting to play games and go on rides with everyone and it was such a good day. And I still get excited to see people use the products and post about them. It’s the best feeling.

What advice would you give to those wanting to launch their own beauty brand?

My biggest advice is to not wait for everything to be perfect or for the moment you feel fully ready, because you’ll probably never feel 100% ready. It can feel intimidating putting yourself out there and figuring things out as you go, but taking those first steps is how you learn, grow, and end up building something that stands out.

And make sure whatever products you’re creating are things you genuinely love and are excited to use, because if you love them, your community will feel that too.

What’s next for Sincerely Yours?

So many things! We’re always working on new products that I am excited about and that I know our community will love, and we are continuing to grow the brand so more people can experience it.

I really want Sincerely Yours to always feel fun, supportive, and like something we’re building together with our community. And as we grow, we’ll keep listening to what teens actually want and creating products that feel real and relevant to us.

What does your daily beauty routine look like?

Most days I don’t have a lot of time since I’m rushing to get to school, so it’s really skincare focused. I use our four-step routine. It’s quick and easy, and I know my skin is still getting everything it needs, even when I only have a few minutes. I always wanted to make sure the routine we created was something I could actually do every day, and this routine really is that. I wash my face with the Kindly Clean cleanser, then use the Hit Refresh serum mist, then So Soft Moisturizer and Sunny Side Up sunscreen during the day.

On weekends or at night when I have more time, I love using our Face to Face Time mask for 10 minutes. It makes my skin super soft! And of course our new Sugarcoat Gloss Balms live in my bag, so I am reapplying them all day.

What are three beauty products you can’t live without?

Well, I love our Sugarcoat Gloss Balms, especially in Bubbleberry. It is so good, and I always have it with me. The Makeup by Mario SoftSculpt Blurring Bronzer is definitely one of my favorite makeup products; I use it all the time.

I am also obsessed with perfume; I have like 10 on rotation at all times. My current favorites are the Kayali Yum Boujee Marshmallow 81 and Vanilla 28.

What’s the best beauty advice you’ve been given?

I’ve definitely learned — from having sensitive skin and from my mom — that simple is always best. It can be really easy to get distracted on social media with everyone talking about different products and wanting to try everything, but using too many things at once can be too harsh and honestly not even end up doing much. Instead, having just a few right products that work for you is way more effective. Oh, and definitely always wear sunscreen!

What person or brand would you love to collaborate with?

I would love to work with Makeup by Mario! I really do love all of his products. We did a brand collab giveaway this year, and I feel like our products go so well together. Our brands have a lot in common and share a similar community. It would be so cool to collaborate with him and his brand again on a bigger scale!

Sincerely Yours is available at Sephora and sincerely-yours.com in the US. The brand is not currently available in the UK. For more exclusive conversations with beauty heavyweights, explore our beauty interviews archive.