Launch Date: September 2025
Geography: Los Angeles, CA, US
Founders:
Executive Team: Shelagh Wong, Chief Marketing Officer + COO
Notable Investor: Strand Equity
2026 Full Year Projected Revenue: $10M - $20M, according to industry estimates
Primary Category: Skincare
Other Category: Personal Care
Funding: Venture Capital
Primary Distribution Channel: DTC
Other Distribution Channel: Prestige
Key Retail Partner: Sephora
Key Markets: United States
2026 Projected Offline Distribution Points: 400
Sincerely Yours began with a simple truth from Salish Matter. She was struggling with sensitive skin and noticed that her friends were too. Most products felt harsh, childish, or not made for them at all. When Salish opened up about her experience, teens everywhere echoed the same frustrations. That shared experience ignited a mission to create skincare that genuinely understands her generation.
Together with her dad, Jordan Matter, beauty leader Julia Straus, me, two top dermatologists, and a cosmetic chemist who are also moms of teens, theywe built a line that is clean, gentle, and effective, created to earn the trust of teens and parents alike.
From the start, Salish invited her community into the process. Teens helped shape everything from packaging to textures, so each formula feels good, works well, and reflects what young people actually want. Every product is dermatologist tested and designed to support sensitive, changing skin. Sincerely Yours is skincare created with teens for teens. It is guided by science and shaped by real conversations, with one goal at its core: helping the next generation feel confident in their skin.
Insights: Julia Straus, Co-Founder + CEO
Why now and why you?
Sincerely Yours exists at the exact moment the market needs it most. Teens are more informed, more vocal, and more underserved than ever when it comes to skincare. They are navigating sensitive, reactive skin while being targeted with products that are either too harsh, too juvenile, or not grounded in real science. Parents want safe options they can trust. Retailers want brands that reflect the next generation’s priorities. The gap is clear, and the demand is immediate.
Our products are built with true expertise and direct teen insight. Every formula is created with leading dermatologists and a cosmetic chemist who specialize in young skin, then shaped by feedback from the teens who will actually use it. This combination of scientific rigor and community-driven development is rare in the category and it works. Selling out online and in Sephora stores within days of launch proved that this approach resonates, and that we are delivering something the market has been missing.
What fuels your competitive advantage?
Our competitive advantage comes from meeting a clear and growing demand for skincare that truly serves today’s teens. The brand sold out online and in Sephora stores within days of launch, proving that teens and parents have been waiting for products that are gentle, effective, and designed specifically for young, sensitive skin.
Each formula is developed with leading dermatologists and a cosmetic chemist who understand how teen skin works and what keeps it balanced. Their clinical expertise, combined with direct input from teens who shaped textures, packaging, and product priorities, creates skincare that is both science backed and youth approved. The result is a line that delivers real results without harsh ingredients and fits naturally into everyday routines. Sincerely Yours stands apart by earning trust through safety, performance, and a deep understanding of what young skin needs to thrive.
What’s your proudest accomplishment to date?
From the beginning, our goal was to create a brand that truly serves an overlooked customer while earning the trust of families. The feedback and reviews we’ve seen have shown us that there was a meaningful gap to fill and that our approach is resonating in a real way.
We’re equally proud to demonstrate that young people deserve a seat at the table in building modern brands. Salish has shown that even at 15, she can co-found and actively help lead a company. And our Teen Advisory Board—spanning ages 9 to 19—has shaped the business in countless ways, proving that when you listen to young voices, you build something far more authentic, relevant, and impactful.
What is the one thing you wish someone had told you?
Don’t underestimate how many people want to come out to be part of an event in real life! We never expected such a crowd at our launch event!
What would you tell your past self before starting this journey?
It’s ok to dream big and take some big risks. Being first to define a category means there’s no real playbook; you need to write it.
What does success look like in the next 3-5 years?
Our goal is to build long-term brand trust among teens and their parents by offering science-backed products that genuinely help young skin. We believe we have the opportunity to lead the teen category both in product innovation and in how we reach and communicate with our community.
What's one industry trend that is overhyped, and what's being overlooked?
One trend that’s overhyped is the constant flood of “must-have” products and overly complex routines. Teens are often told they need a dozen steps or trendy actives to achieve results, which can lead to irritation and confusion (for parents as well).
What’s being overlooked is the power of simplicity and education. Young people need clear guidance, gentle formulas, and routines built on consistency. They need to hear this from peers and creators and influencers they trust, not just their parents.
How do you think the industry needs to evolve?
The industry needs to move away from some of the negativity and snap judgments that dominate so much of the beauty conversation today. There’s a tendency to immediately “pile on” brands—or products—without context, without curiosity, and without taking the time to understand what customers actually need. That culture of criticism doesn’t help young people, and it doesn’t move the industry forward. We need a shift toward empathy, education, and real listening.
If you could wave a magic wand, what one wish would you make for your business?
I would wish for every teen and every parent to feel like they finally have a skincare partner they can trust. Not just a brand that sells products, but one that creates clarity, confidence, and joy during a time of life that can feel overwhelming.