Name: Sincerely Yours So Soft Daily Barrier Strengthening Lightweight Moisturizer
Brand: Sincerely Yours
Price: 26 USD

Why Did 80,000 Tweens Line Up for This Skin-Care Launch?

By Bella Druckman, a junior writer at the Strategist covering sales, fashion, and home. She joined the Strategist in 2024. Previously, she wrote about gifts at Shop Today.

Photo: Veronica Bintner

Before 10-year-old Gabriella DeMarzo left her house on Saturday, she propped up her phone at her desk and recorded a “Get Ready With Me” video. It was “officially 4:55 a.m.,” which meant she had a few minutes before she and her mom, Jessica, left for New Jersey’s American Dream Mall to line up with thousands of other tweens and parents — some of whom had been in line since 7 p.m. the night before — for the launch of Sincerely Yours, a new tween-focused skin-care line created by 15-year-old YouTuber Salish Matter and her mega-YouTuber dad, Jordan, along with Julia Straus, the founder of Sweaty Betty and former CEO of Tula Skincare. By the time Salish took the stage at 10 a.m., the mall’s three levels were filled with tens of thousands of tweens perched on their mom’s shoulders, piled onto escalators, and standing atop vending machines. Over the next few hours, Salish spoke briefly and did a meet and greet with fans, and a few other big YouTubers, including the a video posted afterward, Salish estimates 80,000 people had attended. Eight-year-old Eva Bintner, who got on line around 6 a.m., told me the only other time she had been in a crowd that large was at Taylor Swift’s Eras Tour.

Gabriella and Eva are among the legions of Squishmallow-loving, Samba-wearing tweens who follow Salish’s content on YouTube, Instagram, and TikTok. Much of her fan club has followed her for years, beginning with the crushes, sneaking out of the house. And, of course, “Get Ready With Me”s.

When Salish announced her skin-care brand, Sincerely Yours, on August 30 with a launch video on the barrier-friendly, non-stripping, and non-irritating” ingredients, the line fits in with other teen-loved brands like Glow Recipe and Byoma. The products’ names are formatted in lowercase, such as “so soft” and “hit refresh.” Four days postlaunch, the gel cleanser is already sold out.

So far, the early reviews are promising — especially for the soothing serum mist that multiple tweens I spoke to liked for its refreshing cucumber scent and lightweight feel. Compared with other skin-care products that have made her skin burn or break out, Kristen says Sincerely Yours makes her skin “feel better and more glowy.” The products have appealed to some parents, too. “All the girls are on YouTube and TikTok, and they’re trying these skin-care lines that are made for my skin — older women. So this skin care is very light, and it’s tailored to a young girl, and that’s exactly what we needed,” says Cephra Arriaga, Kristen’s mom. As for the chaos at the American Dream Mall, mom Grace Carlos says, “It was definitely an experience, and I would do it all over again.”