Key Takeaways
- Sincerely Yours, a new skincare brand co-founded by influencer Salish Matter and her father Jordan, aims to fill the teen skincare gap with dermatologist-developed products.
- The brand launched four products priced between $22 and $28, exclusively available at Sephora, and generated significant interest with a launch event attracting over 80,000 attendees.
- Funded by $7 million from investors including Strand Equity, Sincerely Yours emphasizes community involvement and peer engagement in its marketing strategy.
Sincerely Yours Launches Unique Teen Skincare Brand
Sincerely Yours, a skincare brand targeting tweens and teens, recently launched with products co-created by influencer Salish Matter, 15, and her father, Jordan Matter. The duo boasts millions of followers across social media, presenting a unique opportunity to connect authentically with younger consumers.
Julia Straus, the brand’s CEO and co-founder, was brought on board to manage Sincerely Yours after a request from Strand Equity, which recognized a gap in the market for teen skincare that maintains emotional relevance. The brand has raised nearly $7 million from 26 investors to support its vision.
The product line, initially featuring four items—Kindly Clean Hydrating Cleanser, Hit Fresh Soothing Serum Mist, So Soft Lightweight Moisturizer, and Sunny Side Up Mineral Sunscreen—is priced between $22 and $28. Expert opinions from dermatologists and input from a 30-member teen advisory board informed the product development process.
Sincerely Yours has partnered exclusively with Sephora for retail distribution, making its products available both online and at 384 store locations. The official launch event occurred on September 6 at the American Dream Mall in East Rutherford, NJ and was a substantial success, setting a record attendance for the venue. Jordan Matter reported the organized chaos that surrounded their emergence, which required police intervention due to the overwhelming crowd.
A key factor behind the investment in Sincerely Yours was the recognition of a genuine emotional connection the brand seeks to establish with younger audiences. Franklin Isacson from Coefficient Capital highlighted the brand’s tailored approach to skincare needs for teens, marking a departure from products that are either geared toward adults or oversimplified.
The naming process for Sincerely Yours involved direct feedback from Salish’s audience. After brainstorming several names, the team discovered that teens resonated with the meaningfulness of “Sincerely Yours,” despite initial skepticism about its relevance.
The brand’s retail choice of Sephora stemmed from extensive polling of the target audience. Feedback indicated a strong preference for shopping in-store rather than online, which the brand aims to leverage for a deeper consumer connection. Feedback also highlighted a need for skincare designed specifically for younger skin without being pigeonholed into labels like “teen brand.”
Sincerely Yours emphasizes transparency and education, showcasing dermatologist involvement and highlighting safe ingredients to earn parents’ trust. The marketing strategy focuses heavily on community involvement, with teaser campaigns initiated just weeks before the launch. Salish and Jordan methodically built anticipation through social media, resulting in a follower boom that reached 300,000 on TikTok and 100,000 on Instagram shortly after the event.
While concerns persist among parents regarding youth exposure in the skincare market, Sincerely Yours intends to approach the demographic responsibly and thoughtfully. The brand has positioned itself to fill a gap in the rapidly evolving skincare landscape for younger individuals, aiming for a long-lasting legacy separate from its founders.
Sincerely Yours not only delivers a carefully curated product lineup but also commits to fostering an environment where teens feel understood and valued, paving the way for future success in the consumer landscape.
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