Agenda-setting intelligence, analysis and advice for the global fashion community.

16 Year-Old Salish Matter Conquered Sephora. Next is Netflix.

The co-founder of Sincerely Yours is a Youtube sensation, a Gen Alpha skincare success story and coming soon to a streaming device near you.

YouTuber Salish Matter at the launch event for her skincare brand Sincerely Yours at the American Dream mall on Sept. 6, 2025, where she drew a crowd of over 80,000. (Sincerely Yours/Dario Alequin)

Bloomberg

17 February 2026

BoF PROFESSIONAL

It’s a bright Sunday morning in Los Angeles, and a small film crew is following Jordan Matter as he darts around the amusement park on the Santa Monica Pier. The 59-year-old, tall and lanky with spiky ginger hair, looks like a mashup of Conan O’Brien and Sting. He’s attracted a group of excited kids, but they aren’t there for him—they know his presence portends someone better.

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