In September, 15-year-old Salish Matter, in collaboration with her father Jordan Matter and Julia Straus, launched Sincerely Yours, a new skincare line specifically formulated for tweens. This launch followed a highly publicized event at the American Dream Mall, which reportedly drew an estimated 80,000 attendees, leading to Sephora shelves being quickly depleted upon the brand's debut on September 6. The brand aims to provide gentle, effective skincare for younger demographics, notably excluding active ingredients like retinols, which have previously been discouraged for tween use by Sephora employees.
The Sincerely Yours product line features four staple items: the Kindly Clean Hydrating Cleanser, Hit Refresh Soothing Serum Mist, So Soft Daily Moisturizer, and Sunny Side Up Mineral Sunscreen. All products are designed with a "barrier-friendly, non-stripping, and non-irritating" approach, featuring ingredients such as hyaluronic acid, niacinamide, and ceramides. The brand's pastel packaging and clean aesthetic align with popular teen-focused brands like Glow Recipe and Byoma.
Early Reception and Product Performance
Initial reviews for the Sincerely Yours line have been largely positive, with particular praise for the soothing serum mist. Many young users appreciate its refreshing cucumber scent and lightweight feel. For instance, 11-year-old Kristen Cruz shared that compared to other skincare products that caused her skin to burn or break out, Sincerely Yours has made her skin "feel better and more glowy." This sentiment is echoed by her mother, Cephra Arriaga, who noted, "So this skin care is very light, and it’s tailored to a young girl, and that’s exactly what we needed."
The PureWow Review: A Multi-Generational Test
To assess the efficacy and appeal of the Sincerely Yours line, PureWow beauty editors enlisted the help of Jillian Quint, Editor-in-Chief, and her Gen Alpha daughter. The entire product line was tested over a month and evaluated using the PureWow100 scale, which assesses aesthetic, formula, ease of application, efficacy, and value.
Product Breakdown and Testing Criteria
The Sincerely Yours line consists of the following products:
- Kindly Clean Hydrating Cleanser
- Hit Refresh Soothing Serum Mist
- So Soft Daily Moisturizer
- Sunny Side Up Mineral Sunscreen
The testing focused on five key attributes:
- Aesthetic: How visually appealing the packaging and product design are.
- Formula: The texture, scent, and overall feel of the product.
- Ease of Application: How simple and straightforward the products are to use.
- Efficacy: How well the products perform their intended function.
- Value: The perceived worth of the products in relation to their price.
Gen Alpha, Millennial, and Gen Z Approval
Quint's 9-year-old daughter enthusiastically approved of the products, finding them "so cool" and enjoying the feeling of maturity they brought. She appreciated having them displayed in her room and sharing them with friends. The packaging, with its soft pastels, minimalist shapes, and clean lines, was found to be sophisticated and visually appealing, suitable for display even by adults.
Jillian Quint also found the packaging to be attractive, noting that the "soft pastels, minimalist shapes and clean lines make the bottles visually appealing and fun." She described the products as "subtle, clean and good for children’s skin." Specifically, she highlighted the mist as extremely mild with a cooling cucumber scent and texture, the hydrating cleanser as non-drying, and the lotion as thick but not greasy. The ease of application was also praised, with the moisturizer's pump dispensing the perfect amount.
Potential Drawbacks and Considerations
Despite the positive feedback, some concerns were raised. The price point was a significant factor, with Quint questioning the value at nearly $85 for the four-product set, suggesting it might be more appropriate for children to purchase with their allowance. Additionally, Quint expressed concern about exposing tweens to beauty culture at an age where their skin typically requires minimal maintenance, despite the products being formulated for young skin and free from harsh actives.
Overall Verdict and Value Proposition
The "grown-up verdict" suggests that Sincerely Yours is an effective skincare line suitable for young skin, with versatility that also appeals to Gen Z and Millennials. While the products are well-received for their formulation and aesthetic, the nearly $90 price tag for the starter set might be a barrier for some. For those seeking a more budget-friendly option, the Fresh Starter 3-Piece Skincare Set ($32) is mentioned as a potential alternative.
