Sincerely Yours teen skin care brand lands in Sephora

Sincerely Yours, a skin care brand developed for teenagers, has launched exclusively in Sephora stores across the US and online. The product offerings focus on dermatologist-tested, gentle formulations designed for developing and sensitive skin.

The range includes four products: Kindly Clean hydrating cleanser, Hit Fresh soothing serum mist, So Soft lightweight moisturizer, and Sunny Side Up mineral sunscreen. All the items are Sephora Clean certified, vegan, cruelty-free, non-comedogenic, and clinically tested for sensitive skin.

The products feature the brand’s Barrier Friendly Formula, which combines encapsulated hyaluronic acid, niacinamide, and ceramides to hydrate, soothe, and support the skin barrier.

“We created Sincerely Yours to help teens to embrace who they are, not get lost in comparison,” says co-founder Jordan Matter.

“As parents, we saw our kids asking questions, experimenting with routines, and often feeling discouraged by skin challenges. What we found in the market didn’t quite meet the moment — too many options, not enough clarity, and few brands treating teens as the thoughtful, evolving humans they are. With no solution in sight, we decided to build it together.”

The company has pledged to donate 1% of annual sales to Girls Inc., a non-profit organization based in Los Angeles, US. The partnership will expand the organization’s confidence-building programs into local high schools.

Rise of Sephora kids

The skin care line’s debut piggybacks off the “Sephora kids” trend. In this social media-driven movement, pre-teens and young teenagers increasingly shop for beauty and skin care products and adopt elaborate routines.

“Sephora kids” is a social media trend where pre-teens and young teenagers increasingly adopt elaborate, mature beauty routines.The trend has drawn wide attention for fueling early interest in premium products and raising concerns among dermatologists and parents about the effects of using strong actives, such as salicylic acid and retinol, on developing skin.

Last year, Claire’s moved into the Gen Zalpha beauty space with its C by Claire’s line, but as awareness of the “Sephora kids” trend and its risks grew in 2025, brands tied too closely to the movement began to face setbacks.

Drunk Elephant, in particular, reported a steep sales decline after becoming strongly associated with the trend.

The concern even entered the political arena earlier this year, when California, US, introduced a bill seeking to ban the sale of anti-aging skin care products to minors in response to the trend.