Salish Matter first became familiar to viewers through videos made with her father, Jordan Matter. Her public work has since expanded to include a personal YouTube channel, the skincare brand Sincerely Yours, and a creative partnership with Netflix. Born on November 29, 2009, she is 16 as of July 2026.
The development of Sincerely Yours is a particularly important part of that expansion. Salish has described how her own experience with sensitive skin influenced the idea, while official brand information documents her role as a co-founder. Her recent work presents a clearer picture of a young creator beginning to explore business alongside digital content.
From Family Videos to a Personal YouTube Channel
Salish developed her first substantial audience through Jordan’s YouTube channel. The precise date of her first appearance is not completely settled. Decider places an early appearance in 2018, while Teen Vogue says she began appearing regularly at age 10. These accounts may describe different stages of her involvement rather than the same event.
Her connection to Jordan’s earlier creative work also predates her personal channel. His official website identifies Salish as a gymnast and the cover subject of Born to Dance, a photography book published by Workman Publishing on October 16, 2018.
As the father-daughter videos became a regular part of Jordan’s channel, Salish took on a more visible role in its challenges and family-focused productions. She later created her own official YouTube channel on July 21, 2023. Its description identifies it as her only personal channel apart from her father’s and describes her as a competitive gymnast.
Recognition for Family-Focused Content
Jordan and Salish received Nickelodeon’s Favorite Creator Family award on July 13, 2024. Because Nickelodeon presented it to them jointly, it represents recognition of their work as a father-daughter team rather than an individual award for Salish.
Her first clearly documented individual Nickelodeon win followed in 2025. At the Kids’ Choice Awards on June 21, Salish received Favorite Female Creator. Some later material called the honor “Female Creator of the Year,” but Nickelodeon’s official category was “Favorite Female Creator.”
The Matters also received a joint Webby recognition in 2025. The Webby Awards named Salish and Jordan the People’s Voice Winner in the Creators: Kids & Family category. It was a public-vote award for their shared work, separate from Salish’s individual Nickelodeon result.
The Personal Experience Behind Sincerely Yours
Salish has linked the idea for Sincerely Yours to her own early interest in skincare. In her Glamour interview, she recalled becoming interested in products at around 12 or 13, often treating skincare as something she could enjoy with friends.
Finding suitable products was not always straightforward. Salish described her skin as sensitive and said that some products left it dry, irritated, or uncomfortable. One experience with a hotel cleanser was particularly unpleasant and helped her recognize a gap between the products available and what she felt younger users needed.
She presented these as personal reactions to products, not as a diagnosed skin condition, and connected those experiences directly to the idea for Sincerely Yours.
Salish Matter as a Sincerely Yours Co-Founder
Sincerely Yours officially identifies Salish and Jordan Matter as co-founders. Salish has said that her contribution went beyond appearing in advertising. She participated in discussions about possible products and worked with the wider team as ideas moved through development.
The process lasted more than a year before the September 2025 launch. Salish said the team reviewed multiple product testers, and she contributed to packaging, product names and early visual ideas.
The original collection contained four skincare products: Kindly Clean cleanser, Hit Refresh serum mist, So Soft moisturizer and Sunny Side Up mineral sunscreen. By July 2026, the range had expanded to include products such as a whipped clay mask and Sugarcoat gloss balm.
Sincerely Yours and Sephora identify Salish as a co-founder, and she has described her product-development contributions in interviews. Neither source specifies her ownership share, while the scientific formulation work is attributed to the professional team.
Professional and Teen Input Behind the Brand
Sincerely Yours was not developed by Salish and Jordan alone. The official brand material identifies beauty executive Julia Straus as part of the founding and leadership group. Dermatologists Dr. Mara Weinstein Velez and Dr. Robin Schaffran contributed professional skincare knowledge, while pharmaceutical research chemist Dr. Longchuan Huang worked on the formulation side.
The company also established a Teen Advisory Board. Its members provided feedback on product textures, packaging, formats, and the brand’s language. Salish said that this involvement was important because the products were intended to be developed with teenagers, not simply marketed to them after the work was complete.
Sincerely Yours describes the range as dermatologist-developed and intended for younger, changing skin. That description comes from the brand and its advisers rather than an independent clinical record.
Retail Growth and the Large Launch Event
Sincerely Yours entered Sephora in September 2025. Its public launch included a large event at the American Dream mall in New Jersey on September 6, with product experiences, giveaways, and a planned opportunity for some attendees to meet Salish.
The turnout greatly exceeded expectations. Salish later told Glamour that she had hoped about 500 people might attend. Published estimates were far higher: Glamour and Netflix cited more than 80,000, while Teen Vogue reported 87,000, citing Salish’s team and stating that the mall had confirmed the figure. No independently published official count established one exact total.
Early local coverage described the crowd as calm, while later reports documented complaints about overcrowding and poor organization. The event eventually ended early amid safety concerns.
Salish said she was confused while the situation unfolded backstage and felt disappointed that she could not meet most attendees. She estimated that she met around 500 people before leaving. In a later interview, she suggested that any future event would require an attendance limit to reduce the risk of similar problems.
A Brand Initiative Supporting Girls Inc.
Sincerely Yours states that 1% of its sales goes to Girls Inc. Fashionista identified the partner more specifically as Girls Inc. of Los Angeles and reported that the relationship included plans involving community initiatives and mentorship.
The pledge is a Sincerely Yours company initiative connected to Salish’s business work, not a separately documented personal donation or ambassador role.
Balancing School, Sports, and Professional Work
Despite the scale of the videos, Salish and Jordan told Teen Vogue that their main filming day was Sunday. They described the remaining days as being centered on school, friends, and extracurricular activities, including gymnastics and track.
Salish gave Glamour a similar account of her routine, describing school, sports, time with friends, dinner, and sleep.
She has also spoken about becoming comfortable in front of the camera. Salish said she feels most like herself with friends and family, while filming has become another setting in which she feels confident. When asked about an important role model, she named Jordan and credited him with teaching her many things.
Their working relationship has changed as she has grown older. Salish told the New York Post that they had argued more when she was younger but had since become very close. Jordan has said that other members of the production team help manage directing duties, allowing him and Salish to separate some of their on-camera work from their relationship as father and daughter.
Moving from YouTube to Netflix
On February 17, 2026, Netflix announced a broad creative partnership with Salish and Jordan. The agreement covers the development of scripted, unscripted, and animated projects, as well as consumer products and audience experiences.
Salish responded directly to the announcement, expressing excitement about having work on Netflix and beginning production. The agreement marked an expansion of the father-daughter format beyond the platform where most viewers first encountered them.
Netflix currently carries Salish & Jordan Matter, which features challenges and family moments associated with their established content. The available series includes curated or remixed material from earlier productions, while the partnership announcement separately promises original projects in development.
The series also produced measurable results on the platform. During the week beginning June 22, 2026, both available seasons entered Netflix’s English-language television Top 10. Season 1 ranked sixth and Season 2 ranked eighth, with Netflix reporting two million views for each.
An Emerging Interest in Business
Salish has not claimed to have her long-term career planned. When Glamour asked about her ideal future work, she said she remained unsure whether YouTube would always be central to it. She wanted to continue creating videos for as long as she could, but her work on Sincerely Yours had also made her interested in business.
YouTube remains part of her professional identity, while Sincerely Yours has given her direct experience contributing to product ideas, testing, packaging, and naming.
Asked by Teen Vogue what success meant to her, Salish did not describe it in terms of audience totals or financial results. She said she wanted people to be happy with the content and products she helped put into the world.
Conclusion: Building a Wider Professional Path
Salish Matter remains closely associated with the videos she creates alongside Jordan, but Sincerely Yours provides the clearest evidence of her wider role. She has directly described the experience behind the brand and her contributions to product ideas, testing, packaging, and naming.
Her long-term career direction remains undecided. For now, the confirmed picture is of a creator maintaining her YouTube work while serving as a Sincerely Yours co-founder and participating in a broad Netflix development partnership.