WHEN IT COMES TO skincare, TEENSARE OFTEN underserved AND underrepresented.

That’s no longer the case thanks to 16-year old Salish Matter, co-founder of the youth-focused skincare brand Sincerely Yours.

After building a devoted following through her YouTube videos and appearances alongside her father, photographer and creator Jordan Matter, Salish turned a personal frustration into a fast-growing beauty brand—obviously, an impressive feat for someone who has yet to graduate high school. The brand launched atSephora in 2025, and their mission is simple but powerful: to help teens feel confident in their skin.

Beyond the success of her brand, Salish is living proof that you’re never too young to start building something meaningful.

Read about Salish Matter’s journey in her C&C 100 interview below.

What is your earliest beauty memory?

I remember going into my mom’s bathroom when I was really young and wanting to try out all of her skincare and make up products. I thought it was so fun getting to test out new things and see all the different beauty products that are out there. But I have sensitive skin, so I wasn’t able to use a lot of them which really made me want to find my own products that I could actually use.

When you created Sincerely Yours, what was your original mission? And do you think that mission has been completed based on where the brand is now?

Even before we launched, we wanted our mission to be to make teens feel good in their own skin, connected to their communities, and to create skincare they actually want to use that works for teen skin.

I don’t think this is something that is ever “done.” It’s what we’ll always focus on as we grow. I always want to make sure we launch something I actually use and that my community will really love.

There are more skincare brands out there than ever before, but not many that serve the teenage demographic specifically. What were you hearing from your followers and others your age that made it clear this line needed to be created?

Before we launched I was struggling to find skincare that worked for me and that I liked to show on my shelf, and through conversations with my community, I realized we were all dealing with the same things like sensitive skin, insecurities, and not feeling like any of the brands out there were really made for us or spoke to us.

So when we built Sincerely Yours, we focused on making products that are safe, actually work, and still feel fun and relatable. For us (teens), it’s not just about what’s in the bottle, it’s the whole brand. If it aligns with what we care about and feels real, that’s what people connect with and want to use and share.

As you think about the future of your brand, what is a goal you have that both excites you and scares you?

My biggest goal is to keep creating products that I genuinely love and that my community loves too, while continuing to grow the brand so more people can try them. A big part of that is staying connected with my community, like meeting people in person at events and through social media.

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

What is a product (whether from your own line of products or another) that has changed your get-ready routine for the better?

It is our newest lip gloss balm Sugarcoat in the Bubbleberry flavor, it is the best. This is the product I have been most excited about creating and so excited to share with my community. The flavor, color and ingredients are all so good.

What’s one piece of advice you’d give to an aspiring young founder? What do they need in order to stand out?

My biggest advice is just start and don’t let anyone tell you you’re too young. Being young is totally an advantage because we actually understand our community since we’re part of it. It can be intimidating to put yourself out there, but taking risks early is how you figure things out and stand out.