Key Takeaways:Sincerely Yours’ launch turnout of 80,000+ highlights the unprecedented commercial reach of teen creators.The event’s experiential, educational format emphasizes a shift in retail strategy.With Sephora sell-outs, Strand Equity backing, and a teen advisory board, Sincerely Yours is positioning itself as more than a brand.When YouTube creator Jordan Matter, his 15-year-old daughter, Salish Matter, and the brand’s CEO, Julia Straus, introduced their new skincare line, Sincerely Yours, at New Jersey’s American Dream Mall, they unveiled more than just their new brand—they set a new benchmark for consumer engagement in the Gen Alpha beauty space.The pop-up event, which coincided with the official launch of the brand, shattered previous turnout records for the venue. While headline-making appearances from MrBeast drew over 10,000 attendees, Sincerely Yours brought in more than 80,000 fans, according to the company. Long, winding queues, sold-out products within the hour at Sephora, and gifting of more than 20,000 products underpinned both the scale of the audience and the appetite for a brand co-created with one of social media’s most visible teen personalities.“This weekend at the American Dream Mall was beyond anything we could have imagined,” Jordan Matter said to BeautyMatter. “The turnout and support for Sincerely Yours and Salish completely blew us away. Over 80,000 people showed up to see a teenager who shares her life on YouTube, and we are still numb from gratitude. We’re so incredibly thankful to everyone who waited in line overnight just to support her new brand.