In September 2025, the official launch of a beauty brand took place. "Sincerely Yours" This day also created a mall-breaking phenomenon as over 87,000 fans attended the launch event. These fans are devoted followers of the famous brand owner, Salish Matter. She is a lively 16-year-old young woman, a YouTuber with millions of followers.
Sincerely Yours is a skincare brand created specifically to target Gen Alpha. After launching at the American Dream mall, products sold at Sephora, a partner store, were sold out within hours, and online orders also quickly depleted.
Salish Matter began making videos on YouTube with her father on his channel, Jordan Matter, which the father-and-daughter duo and their family consistently uploaded to since she was 10 years old. Later, Salish started her own channel, which now has over 3 million subscribers, with combined social media followers exceeding 10 million.
Salish Matter rose to fame through her YouTube channel targeting viewers under 16 and their parents—many adults consider the videos childish—but the high view counts led to lucrative advertising, partnerships, and content deals. Her family still emphasizes a balanced childhood, education, and allowing her to live life on her own terms.
Before deciding to build a beauty business aimed at Gen Alpha children—a market rapidly growing to $14 billion in 2024—Salish sought more stable income than content creation alone could provide.
This article from Thairath Money, in theHow to Make Moneycolumn, introduces Salish Matter and the Matter family, role models admired by many Americans and a new generation aspiring to be like "Salish!" A youthful millionaire whose age is often questioned, she transformed her fame into a business generating millions.
The Matter family's rise began with Jordan Matter, a photographer, writer, and YouTube creator known for videos featuring dancers, gymnasts, and teen influencers. He started early, later frequently featuring his children in videos.
Salish Matter was born in 2009 in New York City, USA. She has an older brother, Hudson Matter. Both often participate in fun activities in their father Jordan Matter's videos. Their mother, Lauren Boyer, a former veterinarian, occasionally appears, often acting as the calming presence amid the high-energy father and daughter.
The Matter family had some fame before launching their YouTube channel or brand. Jordan Matter was a collegiate baseball player, appeared in the series Law & Order, and published a bestselling New York Times photography book of outdoor dancers before building a YouTube channel with 5 million subscribers.
However, Jordan reached a creative dead end and began filming his children more, discovering that his 10-year-old daughter Salish shined on camera and reignited his passion for content creation.
During the COVID-19 pandemic's peak, the Matter family relocated from New York to California to focus on their YouTube channel, creating challenge videos, vlogs, lifestyle content, and behind-the-scenes footage, growing their subscriber base to 34 million, primarily viewers under 16 and their parents.
Salish Matter's popularity expanded to Instagram and TikTok, where she shares lifestyle content with tens of millions of followers, becoming a key Youth Influencer. Her content mainly reaches teenagers, making her popular among Gen Z.
In daily life, Salish typically wears sweatshirts and jeans, enjoys gymnastics, eating white rice with soy sauce, watching series, and listening to music, living a Monday-to-Saturday life like her peers. Sundays are spent filming content. Her outstanding presence and positive interactions with fans have made her a role model many children wish to emulate, strengthening her digital identity.
According to YPulse, more than half of children aged 8-12 aspire to be content creators. A 2025 Whop survey shows nearly half of teenagers already earn income online, mainly not just for fame but because creator work is flexible amid shrinking traditional job markets, especially with AI replacing entry-level jobs. YouTube has become a tangible "new career path."
Salish Matter has the advantage of growing up familiar with cameras and lights, with full parental support, helping her develop natural confidence in front of the camera from a young age.
Despite early fame, Salish continues her education alongside social media work. Her parents prioritize a serious balance with schooling and extracurricular activities.
Recently, Salish and Jordan partnered with Netflix to produce shows on the streaming platform, including series, reality formats, and voice acting for animation. Salish told Netflix, "There are so many shows I love on Netflix, and I can hardly believe I'll soon have my own show there. It's an incredibly exciting opportunity."
The general public got to know Salish Matter on the day she launched the pop-up brand Sincerely Yours at the American Dream mall in New Jersey. The team prepared for about 10,000 attendees, but over 87,000 showed up—exceeding attendance at Jonas Brothers and MrBeast events at the same mall. Ultimately, police had to end the event due to safety concerns.
The Sincerely Yours launch was a collaboration with Sephora, with products sold nationwide in Sephora stores. The brand was founded by Salish and Jordan Matter, Seth Rodsky from Strand Equity—whose daughter is a 9-year-old Salish fan and who previously helped build Hello Sunshine with Reese Witherspoon—and led by CEO Julia Straus. They raised approximately $7 million in personal funds.
Sincerely Yours originated when the Matter family's content income became unstable due to algorithm changes and fluctuating ad budgets. They pivoted to creating their own brand, starting with beauty products due to their appeal, high profit margins, and relatively easy startup, inspired by brands like Summer Fridays and Hailey Bieber's Rhode.
The brand offers four products: Cleanser, Moisturizer, Face Mist, and Sunny Side Up sunscreen, priced between $22 and $28, with pastel-toned packaging that looks stylish but not childish.
Salish said she wanted the brand to be "affordable yet luxurious, suitable for sensitive skin." Sincerely Yours is Sephora's first brand formulated and marketed specifically for Gen Alpha, selling out within hours and completely sold out nationwide the following week, prompting the beauty industry to ask, "Who is Salish Matter?!"
The children's beauty market is emerging as a new 'white space.' A 2024 Ulta Beauty report shows Gen Alpha starts using beauty products at an average age of 8—five years earlier than Gen Z. A 2025 Fashion Institute of Technology report states Gen Alpha spent about $14 billion on beauty products in 2024, up 70% from 2023.
According to Hidden Life Story, Salish Matter's estimated net worth is between $1 and $3 million, primarily from YouTube. Her total income and assets have not been officially disclosed. Her father often declines revenue from ticket sales for fan meetups, preferring she meets fans for free.
Jordan Matter stated he set up two trust funds for Salish, payable at ages 18 and 25. She has always shared YouTube income with her father and team, but she receives 100% of income from private brand deals.
Follow the Facebook page: Thairath Money at the link below -https://www.facebook.com/ThairathMoney