The Teen Gymnast Who Built a Skincare Brand for Her Generation
At fifteen, Salish Matter stands at a rare intersection, where childhood curiosity meets purpose, and fame turns into a platform for something far more meaningful. She is a gymnast, a creator, a daughter, and now, a co-founder of a skincare brand that speaks the language of her generation. Through it all, Salish carries a calm confidence that is both magnetic and quietly radical, the kind that reminds young girls that beauty and power can grow from authenticity, not approval.
The Girl Behind the Spotlight
Born on November 29, 2009, in Nyack, New York, Salish Matter grew up in a world where art and storytelling were part of family life. Her father, Jordan Matter, is a celebrated photographer and YouTuber known for capturing movement in its purest form, dancers leaping, athletes flying, dreamers defying gravity. Her mother, Lauren Boyer Matter, and her brother, Hudson, have always been part of that creative rhythm.
But Salish’s story didn’t begin with the camera, it began with discipline. From a young age, gymnastics taught her that discipline and grit could build more than muscle, they could build character. The sport demanded silence, focus, and strength, qualities that would later define how she navigated a public life filled with millions of eyes and endless expectations.
In many ways, the gym became her first teacher.
It taught her how to fail gracefully, how to get back up, and how to trust herself.
Becoming Salish: More Than a Screen Story
Salish didn’t choose fame; she grew into it. Appearing in her father’s videos, she became a familiar face to millions across YouTube and Instagram. Her energy was magnetic, not the polished perfection of a media-trained child star, but the genuine laughter, awkwardness, and curiosity of a young girl just being herself.
Her audience connected to that realness.
By her early teens, Salish had cultivated a global following, not through controversy or spectacle, but through connection. She became a kind of mirror for many young viewers, proof that you could be talented, grounded, kind, and still be seen.
That quiet integrity has become her signature. Even as her platform expanded, she stayed true to the same values that gymnastics taught her: effort over ego, and purpose over popularity.
A Moment of Recognition: The Kids’ Choice Awards Triumph
In June 2025, Salish received one of her most visible honors yet, she won “Favorite Female Creator” at the Nickelodeon Kids’ Choice Awards. The crowd erupted as she took the stage, smiling through the slime in classic Nickelodeon fashion.
The moment was symbolic: recognition not just for her digital popularity, but for the authenticity she brings to every space she enters.
That same year, Salish and her father, Jordan, also received a Webby People’s Voice Award in the “Kids & Family Creators” category, a nod to their creative synergy and family driven storytelling.
Together, these awards marked her evolution from young gymnast to multi-hyphenate builder, one whose voice and vision resonate with millions.
From Creator to Founder: The Birth of Sincerely Yours
In 2025, Salish Matter stepped into a new chapter, not as a performer or influencer, but as a builder. Together with her father, Jordan Matter, and beauty leader Julia Straus, she co-founded Sincerely Yours, a skincare line crafted with and for her generation.
The idea wasn’t born in a boardroom; it began in her own mirror. As a teen experimenting with skincare, Salish found many products too harsh or overcomplicated, designed for adults, not adolescents. In conversations with friends, she realized a gap: few brands truly understood or represented young skin or young voices.
“Skincare should affirm, not erase,” she would later say. “It should belong to you, not define you.”
That belief became the heartbeat of Sincerely Yours.
A Team Aligned in Vision
To bring that idea to life, Salish surrounded herself with experts who could turn vision into science. The founding team includes:
- Julia Straus, CEO, bringing her experience in lifestyle and beauty ventures.
- Dermatologists Dr. Mara Weinstein Vélez and Dr. Robin Schaffran, who ensured the formulas were safe and barrier-friendly for developing skin.
- Cosmetic chemist Dr. Longchuan Huang, whose technical mastery shaped product performance.
The team spent 18 months developing formulas, running sensitivity tests, refining textures, and listening to real teens through a Teen Advisory Board and a community of over 60,000 young contributors who helped shape the products, names, and packaging.
Their mission: build skincare that works, and speaks your language.
The Launch & Early Triumphs
Sincerely Yours launched on September 6, 2025, in partnership with Sephora, across 384 U.S. stores and online platforms. The debut collection featured four hero products, each under $30:
- Kindly Clean Hydrating Cleanser
- Hit Refresh Soothing Serum Mist
- So Soft Lightweight Moisturizer
- Sunny Side Up Mineral Sunscreen SPF 30
Each formula features the brand’s signature Barrier-Friendly Formula (BFF), a blend of niacinamide, ceramides, and time release hyaluronic acid that hydrates, calms, and protects.
The launch was nothing short of spectacular. At a pop-up in American Dream Mall, more than 80,000 fans showed up, lining three mezzanine levels, some arriving as early as 4 a.m. Within hours, products sold out, and over 20,000 samples were handed out. The turnout was so massive that it broke previous event attendance records at the mall.
For a first-time founder, it was proof that Sincerely Yours had already struck a cultural chord, not just as a product, but as a power movement.
Philosophy & Mission Beyond Beauty
Salish’s approach to beauty is deeply personal, and radical in its simplicity. She believes confidence should come from care, not correction.
That’s why Sincerely Yours pledges 1% of annual sales to Girls Inc. of Los Angeles, supporting mentorship and empowerment programs for young women. The brand’s messaging, packaging, and campaigns all echo one idea: beauty belongs to you, sincerely, yours.
Industry voices have called the line “Sephora’s official entrance into the Gen Alpha era,” and with good reason, Sincerely Yours represents more than skincare. It’s an invitation to self-acceptance, one bottle at a time.
The Quiet Fearlessness in Beauty
What makes Salish remarkable is her balance of power and grace. Even as a teenage founder and public figure, she stays grounded. She trains. She studies. She creates.
She’s proof that confidence doesn’t always roar; sometimes, it builds, quietly, consistently, from within.
Her beauty isn’t just in her face or her fame; it’s in her philosophy: that to be seen truly is to be yourself fully.
Legacy in Motion
At fifteen, Salish Matter stands as one of the youngest female founders to launch a skincare line with a global retailer. But more importantly, she stands as a reflection of her generation, bold, thoughtful, unfiltered, and unafraid to take up space.
From the balance beam to the beauty counter, Salish’s message remains the same:
You are enough. Sincerely, yours.
