As Sephora’s demographic skews younger thanks to so-called “Sephora kids” clamoring for prestige skin-care products, the retailer is catering to this burgeoning beauty consumer by welcoming teen-focused lines into its portfolio. Available exclusively at Sephora as of this week, Sincerely Yours is a beauty brand specifically formulated for teen skin, created by father-daughter duo Jordan and Salish Matter.

The Matters have built a major online following as content creators, with nearly 32 million YouTube subscribers; now, father Jordan and his 15-year-old daughter Salish are trying their hand at beauty entrepreneurship. While struggling to find products that played well with her sensitive skin, Salish realized she wasn’t alone in this quandary after she shared her experience with her followers.

“When I started talking about it online, I couldn’t believe how many people said they were dealing with the same thing,” Salish told Fashionista over email. “Even my friends were like, ‘There’s no brand that actually gets us.’ That’s when I thought, why not just make one?”

“As parents, we saw our kids experimenting with different routines, asking tons of questions and often feeling frustrated by their skin challenges,” added Jordan. “What was out there just didn’t cut it — too many options, no real clarity and hardly any brands treating teens like the thoughtful, evolving humans they are. That’s when we realized there wasn’t a solution that truly addressed these needs, so we decided to build it ourselves.”

Inspired to create teen- and parent-approved skin care, Jordan and Salish teamed up with Julia Straus, the brand’s co-founder and CEO, as well as dermatologists Dr. Mara C. Weinstein Velez and Dr. Robin M. Schaffran to create Sincerely Yours. The inaugural lineup features four core SKUs, each priced at less than $30: Kindly Clean Hydrating Cleanser, Hit Refresh Soothing Serum Mist, So Soft Daily Moisturizer and Sunny Side Up Mineral Sunscreen SPF 30.

The Matters spent more than a year formulating Sincerely Yours’s offerings with the help of cosmetic chemist Dr. Longchuan Huang, as well as the brand’s aforementioned dermatologist and lab partners. The resulting skin-care line is clinically tested for sensitive skin and non-comedogenic, meaning it won’t clog pores.

“Sincerely Yours is made with younger skin in mind: clean, vegan, cruelty-free and free from any harsh anti-aging ingredients,” Dr. Velez said. “Our ‘Barrier Friendly Formula’ combines encapsulated hyaluronic acid, niacinamide and ceramides to hydrate, soothe and strengthen the skin barrier. It’s designed to be gentle but super effective for developing skin, keeping things balanced and healthy.”

During the brand development process, Jordan and Salish also tapped a teen advisory board, which the duo consulted for input on Sincerely Yours’s packaging, product formats and even its name. “It’s super important to me that the brand feels like it’s made with us, not just for us,” Salish said. “They give us real insight into what matters, like keeping things fun, relatable and authentic. It’s all about making sure the brand really resonates with what we want and need.”

Sincerely Yours also partnered with Girls Inc. of Los Angeles, donating a portion of every purchase to the organization, as well as collaborating on events, social initiatives and mentorship programs to uplift teenagers in the community.

As for the brand’s marketing strategy, Jordan shared that he and Salish aim to continue leaning into “telling authentic stories, creating relatable content and showing real experiences,” while introducing Sincerely Yours to their 300 million monthly viewers. But what makes Sephora the right retail partner for Sincerely Yours? The company surveyed its community and discovered that Sephora was the “clear favorite” when it came to skin-care discovery, Straus noted. It didn’t hurt that the powers that be at the retailer also responded positively when the Matters pitched them the brand concept a year ago, of course.

Since the father/daughter team already works closely together to produce their family-focused YouTube content, running a skin-care line together feels like a natural extension for the duo. “We want to make sure we’re creating something that feels authentic and safe, not just cool for teens, but something that parents can feel confident in, too,” Jordan said. “That balance is key for us, and I think it’s what sets Sincerely Yours apart.”

Ahead, see all of Sincerely Yours’s teen-approved skin-care products, available now exclusively at Sephora.

Sincerely Yours Hit Refresh Soothing Serum Mist, $24, available here

Sincerely Yours Kindly Clean Hydrating Cleanser, $22, available here

Sincerely Yours So Soft Daily Moisturizer, $26, available here

Sincerely Yours Sunny Side Up Mineral Sunscreen SPF 30, $28, available here

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