Sincerely Yours, A New Beauty Brand Rebuilding Trust for Parents While Empowering Personal Care Choices for The Next Generation, Launches at Sephora

Launching exclusively in 384 Sephora stores across the U.S. and on Sephora.com, Sincerely Yours is poised to disrupt a category long overdue for science-backed, gentle skincare solutions made for developing skin.

LOS ANGELES, Sept. 5, 2025 /PRNewswire/ -- Sincerely Yours, a new skincare brand created with and for teens, is excited to announce its official launch, available exclusively at Sephora and on Sincerely-Yours.com. Co-founded by father-daughter duo Jordan and Salish Matter, beauty industry veteran Julia Straus, and leading consumer investor Strand Equity—alongside two dermatologists and a cosmetic chemist (all moms of teens)—Sincerely Yours was created to deliver clean, dermatologist-developed essentials that young people feel good using and parents can trust. Inspired by Salish's own struggles with sensitive skin, the brand blends safety and style in effective formulas designed to help the next generation feel comfortable and confident in their skin. Sincerely Yours recently closed a Seed investment led by Strand to support the brand's launch at Sephora.

"We created Sincerely Yours to help teens to embrace who they are, not get lost in comparison," says co-founder Jordan Matter. "As parents, we saw our kids asking questions, experimenting with routines, and often feeling discouraged by skin challenges. What we found in the market didn't quite meet the moment - too many options, not enough clarity, and few brands treating teens as the thoughtful, evolving humans they are. With no solution in sight, we decided to build it together."

The debut collection includes Kindly Clean Hydrating Cleanser ($22), Hit Fresh Soothing Serum Mist ($24), So Soft Lightweight Moisturizer ($26), and Sunny Side Up Mineral Sunscreen ($28)—all Sephora Clean certified and free from harsh anti-aging ingredients. Clinically tested to be suitable for sensitive skin, each product is non-comedogenic, vegan, cruelty-free, and developed in collaboration with leading dermatologists including Dr. Mara Weinstein Velez, MD, Dr. Robin Schaffran, MD, and Dr. Longchuan Huang, PhD. These high-performance formulas feature the brand's signature Barrier Friendly Formula™ (BFF) - a skin-supportive complex with encapsulated, time-release hyaluronic acid, niacinamide, and ceramides - that hydrates, soothes, and strengthens the skin barrier. Thoughtfully formulated for developing skin, Sincerely Yours offers a simple, elevated routine that's safe, gentle, and effective for all skin types—including sensitive skin—making it ideal for anyone starting their skincare journey.

From day one, Sincerely Yours has been deeply community-driven. Led by Salish and a growing 30-person Teen Advisory Board, and enriched by input from over 60,000 engaged teens through text feedback, focus groups, and advisory sessions, the brand was truly co-created with the teens it was designed to serve. Every formula is intentionally crafted and dermatologist-tested to support young skin without compromising on safety, effectiveness, or shelfie appeal.

"Sincerely Yours started with one simple idea: teens deserve to be heard," says co-founder and CEO Julia Straus. "Teens today are smart, curious, and know what they want. Our teen advisory board and community shaped every part of this brand—from the formulas to the packaging to how we talk about skin. By listening closely to both the next generation and their parents, we're offering products that fit into their real lives, a voice that respects them, and a community they can count on."

The commitment to connection extends beyond skincare. Sincerely Yours is grounded in the belief that beauty should uplift, not pressure, and it actively encourages teens to find strength through real connections with their skin, themselves, and each other. As part of this mission, the brand will donate 1% of the company's annual sales to Girls Inc. of Los Angeles and partner closely with the organization as it expands its programming into local high schools. Through this collaboration, Sincerely Yours aims to support confidence-building from the inside out, driving impact that goes far beyond the bathroom vanity.

Now available exclusively at Sephora stores nationwide in the US and on Sephora.com, Sincerely Yours invites teens to experience skincare that sees them, hears them, and celebrates exactly who they are. For more information or to shop the collection, visit sephora.com/brand/sincerely-yours or sincerely-yours.com.

About Sincerely Yours
Sincerely Yours is a skincare brand made for the next generation. Co-founded by father-daughter creator duo, Jordan & Salish Matter, beauty industry veteran Julia Straus, Sincerely Yours is developed by dermatologists and perfected with input from a community of teen advisors. We deliver gentle and effective formulas made with developing skin in mind, created to help teens feel confident and connected. Sincerely Yours is a fresh take on personal care — created with the next generation, not just marketed to them.

About Jordan and Salish Matter:
Jordan Matter is the creator of one of the most popular YouTube channels in the U.S., with over 30 million subscribers and billions of views. Known for his family-focused content, Jordan has built a trusted, global community. His daughter, Salish Matter - named Nickelodeon's Creator of the Year - grew up online, connecting authentically with millions of teens. Facing her own struggles with sensitive skin, Salish's honest conversations sparked the idea for Sincerely Yours.

Together, Jordan and Salish bring creativity, authenticity, and a deep understanding of their community to the brand, making skincare that teens trust and parents feel confident about. Their shared passion for openness and real connection drives everything they do—both on screen and in building this brand.

About Strand Equity
Strand Equity is a Los Angeles-based growth equity firm investing in the next generation of iconic consumer brands and services. Strand is led by a team of experienced and successful investors and entrepreneurs. With a permanent capital base, Strand maintains a flexible approach to structure and partnership, enabling dynamic entrepreneurs and management teams to accelerate growth and build durable businesses. Current and realized investments include Youth To The People, Oatly, Our Place, Olipop, Bai Brands, Sweaty Betty, INNBeauty Project, and Vita Coco, among others. For more information, please visit: www.strandequity.com.

SOURCE Sincerely Yours