After co-founding a teen skincare brand, selling out Sephora, and drawing 80,000 fans to a New Jersey mall, the YouTube star is now fronting a multi-year Netflix bet
Netflix has signed its biggest creator deal yet with a 16-year-old girl who once shut down a New Jersey mall – and the dad who put her in front of the camera in the first place.
Years before Salish Matter was headlining a Netflix deal, her father Jordan Matter was a photographer experimenting on YouTube.
The early videos may have been simple challenges and street shoots, but things started to chance once he handed the spotlight to his then-10-year-old daughter.
A fitness challenge on Muscle Beach went viral, and the channel snowballed into an audience of more than 30 million subscribers across platforms, built almost entirely on their weekly father-daughter adventures.
When YouTube was just a side project
Off-camera, Salish was dealing with something her audience couldn’t see: reactive, sensitive skin and a beauty aisle that didn’t feel built for girls her age.
That frustration became the seed of Sincerely Yours, a Gen Alpha-focused skincare line co-founded with her dad and beauty veteran Julia Straus, designed specifically for young, developing skin with input from dermatologists.
While their YouTube growth proved they could capture attention, the brand’s launch proved they could move people – physically. In early September 2025, fans began lining up at American Dream Mall before dawn for Sincerely Yours’ debut at Sephora.
The crowd kept growing
By mid-morning, more than 80,000 people had flooded the complex. Tweens perched on escalators, parents hoisting kids onto their shoulders, lines snaking across multiple levels, you name it. Security struggled to contain the crush, and police eventually shut the event down for safety.
Inside Sephora, shelves emptied in less than an hour. Thousands of fans left without meeting Salish but joined email lists and waitlists instead. For attendees, the day felt chaotic. But for the beauty industry and venture backers, it looked like proof that a teen creator could summon stadium-level demand for a skincare line overnight.
Coverage framed the launch as a new benchmark for creator-led beauty, with a warning shot sent to incumbents still underestimating Gen Alpha’s spending power.
Netflix came calling
Eventually, Netflix made its move. In early 2026, the streaming giant announced a multi-year, multi-project talent deal with Salish and Jordan – a “groundbreaking” creator partnership that will see the pair develop, produce, and star in original series and unscripted projects for the platform.
It’s described by industry observers as Netflix’s biggest creator-focused deal to date, and their first broad talent pact with a father-daughter YouTube duo.
For Netflix, the logic is obvious. This isn’t just a personality with views, it’s a proven ecosystem. A channel that commands tens of millions of weekly views, a skincare brand that sells out on launch and overwhelms a mall, and a fanbase that shows up at 4 a.m. just for the chance to get closer to the story.
In an era where streaming platforms are desperate for built-in audiences, perhaps Salish and Jordan offer something rarer – a family franchise already tested across content, community, and commerce.
And yet, away from pop-ups and red carpets, the rhythm remains surprisingly normal. Salish is still in school, still running track, and still insisting she feels like “just a regular teenager.”
Jordan strictly limits filming to protect her offline life, even as the stakes around their brand keep rising. Despite the Netflix deal, the core arrangement seems to remain: one day a week of chaos on camera, six days of being a kid.
What has changed, however, is the scale of the experiment. A father, a daughter, and a camera – now upgraded into a global test case for what the creator-to-conglomerate pipeline looks like when the audience grows up with you, and keeps showing up in person.
