Sephora's Youth Movement: Inside Sincerely Yours, The Teen Skincare Brand Forging a New Path in Beauty Retail

Table of Contents

1. Key Highlights:
2. Introduction:
3. The Rise of the Youth Beauty Consumer and Sephora's Strategic Response
4. From Viral Content to Skincare Entrepreneurship: The Matters' Journey
5. The Genesis of Sincerely Yours: A Collaborative and Scientifically Backed Approach
6. A Teen Advisory Board: Authenticity through Direct Engagement
7. The Inaugural Lineup: Gentle, Effective, and Accessible
8. Marketing Authenticity: Leveraging Social Reach and Retail Partnership
9. Beyond Products: Sincerely Yours and Social Impact
10. The Future of Teen Skincare: Trends and Predictions
11. FAQ:

Key Highlights:

• Targeted Teen Skincare: Sephora expands its offerings with "Sincerely Yours," a new brand co-founded by social media sensations Jordan and Salish Matter, specifically formulated for sensitive teen skin, reflecting a significant demographic shift in beauty retail.
• Community-Driven Development: The brand's creation involved extensive consultation with a teen advisory board and collaboration with dermatologists and cosmetic chemists, ensuring products are authentic, effective, and free from harsh anti-aging ingredients, addressing a gap in the market.
• Strategic Retail Partnership & Social Impact: Sincerely Yours launches exclusively at Sephora, leveraging the retailer's strong appeal among young consumers for skincare discovery, while also committing to social responsibility through a partnership with Girls Inc. of Los Angeles.

Introduction:

The beauty industry is experiencing a seismic shift as a younger demographic, affectionately dubbed "Sephora kids," increasingly influences purchasing trends and product development. This burgeoning consumer segment, characterized by a heightened awareness of skincare ingredients and a desire for tailored solutions, has prompted leading retailers like Sephora to re-evaluate their portfolios. Rather than passively observing this trend, Sephora is actively cultivating it, embracing brands that resonate with the specific needs and aspirations of teenage consumers. This strategic pivot is exemplified by the exclusive launch of Sincerely Yours, a skincare line developed by father-daughter content creators Jordan and Salish Matter. The brand not only addresses the physiological nuances of developing skin but also embodies a collaborative, community-centric approach that speaks directly to its target audience. This move signals a significant evolution in beauty retail, where authenticity, ingredient transparency, and a deep understanding of youth culture are becoming paramount.

The Rise of the Youth Beauty Consumer and Sephora's Strategic Response

For years, the beauty industry primarily targeted adult consumers, with marketing strategies and product formulations centered around anti-aging, mature skin concerns, or general cosmetic enhancement. However, the advent of social media platforms, particularly TikTok and YouTube, has democratized beauty knowledge and ignited a fervent interest in skincare among adolescents. Young individuals are now exposed to a wealth of information—and misinformation—about ingredients, routines, and product efficacy, often leading to early experimentation with advanced skincare products that may not be appropriate for their age.

This phenomenon has given rise to the "Sephora kids" demographic: a cohort of pre-teens and teenagers who frequent beauty retailers, often seeking high-end or "prestige" skincare items popularized by influencers. While their enthusiasm for skincare is undeniable, this trend has also highlighted a significant gap in the market. Many of the products these young consumers are drawn to are formulated with potent active ingredients designed for adult skin, potentially causing irritation, sensitivity, or damage to developing skin barriers. The beauty industry, and Sephora specifically, recognized the urgency of addressing this paradox. The retailer’s response is not merely to stock more products, but to actively court brands that intrinsically understand and cater to this unique market segment.

Sephora, as a gatekeeper of beauty trends and a major retail destination, holds considerable influence over what reaches the consumer. Its decision to welcome Sincerely Yours into its exclusive lineup reflects a calculated strategy to meet the demand of its younger customers with appropriate, vetted solutions. This isn't just about selling products; it's about fostering responsible beauty habits from a young age and providing access to formulations that prioritize skin health over premature anti-aging concerns. The inclusion of Sincerely Yours signifies Sephora's commitment to nurturing this demographic, moving beyond simply stocking popular items to curating a selection that genuinely serves their evolving needs. This proactive approach helps Sephora maintain its relevance and authority among a new generation of beauty enthusiasts, solidifying its position as a go-to destination for all ages.

From Viral Content to Skincare Entrepreneurship: The Matters' Journey

Jordan and Salish Matter represent a new wave of entrepreneurs leveraging their substantial online presence to build consumer brands. With nearly 32 million YouTube subscribers, their reach extends far beyond traditional media, granting them direct access to millions of potential customers—many of whom belong to the very demographic Sephora is targeting. Their transition from content creation to beauty entrepreneurship was not a calculated move based purely on market analysis but rather a deeply personal one, rooted in Salish's own skincare struggles.

Salish, a teenager herself, experienced firsthand the frustrations of finding suitable skincare products for sensitive skin. This personal challenge, common among adolescents, became the catalyst for a much larger venture. When she began sharing her experiences online, the overwhelming response from her followers—many of whom echoed her sentiments—revealed a collective unmet need. This direct, unfiltered feedback from her peer group provided invaluable validation for the concept of a teen-focused skincare line. Salish’s insight, "There's no brand that actually gets us," encapsulates the core problem Sincerely Yours aims to solve.

Jordan Matter, Salish’s father, observed this struggle not only through his daughter but also through the broader context of their online community. As a parent, he witnessed his children, and by extension, countless other young people, navigating confusing product options, asking complex questions, and often feeling disheartened by their skincare challenges. He recognized the void in the market: a lack of clarity, a proliferation of unsuitable options, and a general failure by existing brands to acknowledge teens as "thoughtful, evolving humans." This parental perspective provided an additional layer of authenticity and a strong guiding principle for the brand's development: to create something trustworthy for both teens and their parents. The Matters' journey highlights a powerful trend: the blurring lines between influencer culture, direct-to-consumer brand building, and traditional retail. Their existing rapport with a massive audience provides an authentic platform for launching a brand that truly understands its target demographic because it was born from within it.

The Genesis of Sincerely Yours: A Collaborative and Scientifically Backed Approach

Creating a skincare brand from the ground up, especially one targeting a specific, sensitive demographic like teenagers, requires more than just a good idea; it demands rigorous formulation, scientific validation, and a deep understanding of dermal physiology. Jordan and Salish Matter understood this, opting for a highly collaborative and expert-driven approach to bring Sincerely Yours to fruition. Their vision was to produce a line that was both "teen- and parent-approved," a testament to their commitment to safety, efficacy, and genuine appeal.

To achieve this, they enlisted a formidable team. Julia Staus joined as co-founder and CEO, bringing her executive acumen to the venture. For the scientific backbone, they partnered with two highly respected dermatologists, Dr. Mara C. Weinstein Velez and Dr. Robin M. Schaffran, whose expertise in skin health was critical. Further reinforcing their commitment to quality, cosmetic chemist Dr. Longchuan Huang was brought on board. This multidisciplinary team spent over a year meticulously formulating and refining Sincerely Yours’s initial product offerings.

The cornerstone of Sincerely Yours's development was an unwavering focus on the unique characteristics of younger, developing skin. This meant creating products that were clinically tested for sensitive skin and certified non-comedogenic, ensuring they would not clog pores—a common concern among teenagers prone to breakouts. Dr. Velez articulated the brand's philosophy, stating that Sincerely Yours is "clean, vegan, cruelty-free and free from any harsh anti-aging ingredients." This clear articulation of what the brand isn't is as important as what it is, serving to differentiate it from adult-focused products that teens might mistakenly use.

The brand's innovative "Barrier Friendly Formula" is a testament to this scientific rigor. It incorporates a blend of encapsulated hyaluronic acid, niacinamide, and ceramides. These ingredients are chosen for their proven ability to hydrate, soothe, and strengthen the skin barrier—essential functions for maintaining healthy, resilient skin. Encapsulated hyaluronic acid provides sustained hydration, while niacinamide is known for its anti-inflammatory properties and ability to improve skin tone and texture. Ceramides, naturally occurring lipids in the skin, are crucial for fortifying the skin's protective barrier, preventing moisture loss and defending against environmental aggressors. This thoughtful combination ensures the products are "gentle but super effective for developing skin, keeping things balanced and healthy," as Dr. Velez affirmed. The scientific and expert-driven approach to formulation distinguishes Sincerely Yours as a brand built on solid dermatological principles, offering parents and teens confidence in its safety and efficacy.

A Teen Advisory Board: Authenticity through Direct Engagement

Beyond the scientific expertise, a critical element in the development of Sincerely Yours was its unwavering commitment to authenticity and direct engagement with its target audience. The Matters recognized that to truly "get" teens, they needed to involve them directly in the brand-building process. This led to the formation of a dedicated Teen Advisory Board—a move that proved instrumental in shaping various aspects of the brand.

Salish Matter articulated the core philosophy behind this initiative: "It's super important to me that the brand feels like it's made with us, not just for us." This sentiment reflects a broader trend among Gen Z consumers, who value transparency, inclusivity, and brands that genuinely listen to their communities. The advisory board wasn't just a marketing ploy; it was an integral part of product development, providing real-time feedback and insights.

The Teen Advisory Board contributed to crucial decisions, from the aesthetics of the packaging to the formats of the products themselves. Packaging, for instance, needed to be not only visually appealing but also practical and reflective of teen preferences—perhaps minimalist yet fun, or easy to use. Product formats, too, were scrutinized. Are teens more likely to use a serum mist versus a traditional serum? Is a daily moisturizer in a pump bottle more convenient than a jar? These seemingly small details contribute significantly to user experience and product adoption.

Even the brand's name, "Sincerely Yours," benefited from the advisory board's input. A name that resonates with the target audience can establish an immediate connection and convey the brand's ethos. The advisory board's input ensured the name felt personal, approachable, and authentic to the teen experience.

This collaborative approach ensures that Sincerely Yours is not merely a product designed for teenagers, but one co-created by them. Their insights guided the brand towards decisions that align with what "matters" most to them: "keeping things fun, relatable and authentic." This level of direct engagement is a powerful differentiator, fostering a sense of ownership and loyalty among its audience. In a market saturated with options, a brand that genuinely reflects its consumers' desires stands a far greater chance of success, proving that listening to your audience isn't just good customer service; it's smart business.

The Inaugural Lineup: Gentle, Effective, and Accessible

Sincerely Yours launched with a carefully curated initial lineup of four core products, each designed to form a complete, yet simple, daily skincare routine for teens. The selection reflects a focus on foundational skin health: cleansing, soothing, moisturizing, and sun protection. Each product is priced under $30, making the brand accessible to its target demographic, acknowledging that teenagers often have limited budgets or rely on parental purchasing decisions. This affordability is a strategic choice, ensuring that effective, gentle skincare isn't relegated to a luxury niche.

The four flagship products include:

1. Kindly Clean Hydrating Cleanser ($22): A gentle cleanser is the cornerstone of any skincare routine, especially for young skin that can be prone to sensitivity or breakouts. The "hydrating" aspect is crucial, as many teen-targeted cleansers can be overly stripping, exacerbating dryness or irritation. This cleanser is designed to remove impurities without compromising the skin's natural barrier.
2. Hit Refresh Soothing Serum Mist ($24): This product introduces a unique format for teens, combining the benefits of a serum with the refreshing application of a mist. Serums deliver concentrated ingredients, and a soothing mist can provide immediate comfort and hydration. Its mist format is likely appealing for its ease of use and perceived "coolness" factor, aligning with the fun and relatable aesthetic Salish highlighted.
3. So Soft Daily Moisturizer ($26): Hydration is vital for all skin types, and a daily moisturizer forms a protective layer, sealing in moisture and supporting the skin barrier. The "so soft" descriptor hints at a texture and finish that is comfortable and non-greasy, a common preference among teenagers. This moisturizer, enriched with the "Barrier Friendly Formula" of encapsulated hyaluronic acid, niacinamide, and ceramides, aims to keep developing skin balanced and healthy.
4. Sunny Side Up Mineral Sunscreen SPF 30 ($28): Perhaps the most critical inclusion, a mineral sunscreen with SPF 30 underscores the brand's commitment to long-term skin health. Sun protection is paramount in preventing sun damage, premature aging, and reducing the risk of skin cancer later in life. Opting for a mineral sunscreen indicates a preference for physical blockers (like zinc oxide or titanium dioxide) which are often better tolerated by sensitive skin compared to chemical sunscreens. This product reinforces responsible skincare habits from a young age.

Collectively, these four products offer a comprehensive yet uncomplicated routine that addresses the most fundamental needs of teen skin without overwhelming it with complex active ingredients or multi-step processes. The focus on "clean, vegan, cruelty-free," and "Barrier Friendly" formulations further establishes Sincerely Yours as a brand aligned with contemporary consumer values, providing peace of mind for both teens and their parents. This thoughtful initial offering demonstrates a strategic understanding of the market, delivering essential care in an accessible and appealing manner.

Marketing Authenticity: Leveraging Social Reach and Retail Partnership

The marketing strategy for Sincerely Yours is as intrinsically linked to its origins as its product development. Co-founders Jordan and Salish Matter boast an enormous collective social media following, providing an unparalleled direct channel to their target audience. With 300 million monthly viewers across their platforms, their approach leans heavily into what they do best: "telling authentic stories, creating relatable content and showing real experiences." This organic marketing leverages their existing credibility and rapport with their audience, making the brand's introduction feel like a natural extension of their established online presence rather than a traditional advertising campaign.

This approach is highly effective in reaching Gen Z, who are discerning consumers often wary of overt advertising. They gravitate towards content that feels genuine and relatable, preferring peer recommendations and influencer endorsements over traditional marketing. By sharing the personal journey behind Sincerely Yours—Salish's own struggles, the collaborative development process, and the direct input from other teens—the Matters are building a brand narrative that resonates deeply with their audience. This allows them to introduce Sincerely Yours directly into the daily lives and feeds of millions, fostering a sense of trust and connection that traditional marketing budgets could rarely achieve.

The partnership with Sephora is equally strategic. While the Matters' social reach is immense, Sephora provides crucial retail credibility, broad distribution, and a coveted platform for skincare discovery. The decision to partner exclusively with Sephora was not arbitrary; internal surveys conducted by the company revealed that Sephora was the "clear favorite" for skincare discovery among its community. This finding highlights Sephora's strong reputation as a destination for trying new products and making informed beauty choices, even among younger consumers.

Furthermore, the "powers that be" at Sephora responded positively to the Matters' brand concept a year prior to launch. This early endorsement from a major retailer indicates a shared vision and a recognition of the significant market potential for a genuinely teen-focused, expert-backed skincare line. The exclusivity of the launch at Sephora elevates the brand's status, positioning it as a premium yet accessible option within the youth beauty segment.

This dual-pronged marketing approach—combining the organic, authentic reach of social media influencers with the established trust and expansive distribution of a leading beauty retailer—creates a powerful synergy. It ensures that Sincerely Yours is not only discovered by its intended audience but also viewed as a legitimate and high-quality option within the competitive beauty landscape. Jordan Matter emphasized the crucial balance they aim to strike: "We want to make sure we're creating something that feels authentic and safe, not just cool for teens, but something that parents can feel confident in, too." This dual appeal is central to the brand's long-term success, positioning it as a reliable choice for both young users and the adults who often supervise their purchases.

Beyond Products: Sincerely Yours and Social Impact

A modern brand's success is increasingly measured not just by its sales figures, but by its commitment to social responsibility and community engagement. Sincerely Yours has embedded this ethos into its core identity by partnering with Girls Inc. of Los Angeles, a non-profit organization dedicated to inspiring all girls to be strong, smart, and bold through direct service and advocacy. This partnership transcends mere financial contributions, aiming for a more holistic and impactful relationship.

The collaboration involves several key components:

• Donations from Purchases: A portion of every Sincerely Yours purchase is donated to Girls Inc. of Los Angeles. This direct financial contribution provides sustained support for the organization's programs and initiatives, allowing consumers to feel that their purchases contribute to a larger positive impact.
• Collaborative Events: The brand plans to collaborate on events with Girls Inc. This could involve hosting workshops, product launches, or community gatherings that bring together the brand, the organization, and the young people they serve. Such events offer opportunities for direct interaction and shared experiences.
• Social Initiatives: Beyond events, Sincerely Yours is engaging in broader social initiatives alongside Girls Inc. These could include awareness campaigns, advocacy efforts, or digital content creation that highlights the organization's mission and promotes positive messages to young people.
• Mentorship Programs: Perhaps one of the most impactful aspects of the partnership, mentorship programs offer young participants direct access to role models and guidance. This could involve members of the Sincerely Yours team, including Salish and Jordan, sharing their entrepreneurial journey, offering career advice, or simply providing encouragement. Such programs can be transformative, empowering girls to pursue their aspirations and develop valuable life skills.

This commitment to social impact is particularly resonant with Gen Z consumers, who often prioritize brands that align with their values and demonstrate a genuine concern for societal well-being. By partnering with Girls Inc., Sincerely Yours signals that it is more than just a skincare brand; it is a brand invested in the holistic development and empowerment of young people. This authentic commitment to community upliftment distinguishes Sincerely Yours in a crowded market and strengthens its appeal among a demographic that values purpose-driven brands. It illustrates that the brand's dedication to its young audience extends beyond their skin health to their overall growth and empowerment, further solidifying its position as a truly "teen-approved" and responsible entity.

The Future of Teen Skincare: Trends and Predictions

The launch of Sincerely Yours at Sephora is not an isolated event but rather a clear indicator of evolving trends within the beauty industry, particularly concerning the youth demographic. Several factors are converging to reshape how brands approach teenage skincare, and Sincerely Yours stands at the forefront of this new wave.

One of the most significant trends is the shift from "anti-aging" to "pro-aging" or "skin health" philosophies for younger consumers. For too long, the beauty industry inadvertently marketed aggressive anti-aging ingredients to teenagers, leading to confusion and potential harm. The new focus, championed by brands like Sincerely Yours, is on building a healthy skin barrier, addressing common teen concerns like acne and oiliness with gentle formulations, and establishing good preventative habits, such as consistent SPF use. This re-education of consumers, emphasizing hydration, protection, and gentle care, is critical.

Secondly, authenticity and relatability will continue to drive brand loyalty. As demonstrated by the Matters, consumers, especially younger ones, are increasingly drawn to brands born from genuine needs and fronted by individuals they trust and relate to. The era of celebrity endorsements for the sake of it is fading, replaced by a demand for creators and founders who share their lived experiences and values. This trend favors brands with compelling, transparent origin stories and those that actively involve their community in product development.

Thirdly, ingredient transparency and "clean" beauty standards are becoming non-negotiable. Teens and their parents are more educated than ever about what goes into their products. The demand for vegan, cruelty-free, and harsh-ingredient-free formulations will intensify. Brands that prioritize clean formulations, provide clear ingredient lists, and back their claims with scientific testing will gain a significant competitive edge. Sincerely Yours’s "Barrier Friendly Formula" and its clear stance against harsh anti-aging ingredients directly address this demand.

Fourth, accessibility and affordability remain crucial. While "prestige" remains a draw, parents and teens alike are looking for effective solutions that don't break the bank. Brands that can deliver high-quality, gentle formulations at accessible price points, as Sincerely Yours has, will capture a larger market share. This balance of quality and value will be key to sustained success.

Finally, the retail landscape for youth beauty will continue to evolve. Sephora's strategic embrace of brands like Sincerely Yours signals a more curated approach, with retailers actively seeking out products that genuinely serve this younger segment. This could lead to dedicated teen-focused sections, specialized educational content within stores and online, and a greater emphasis on in-store experiences that cater to this demographic's unique needs and interests. The integration of social impact initiatives, as seen with Sincerely Yours's partnership with Girls Inc., will also become a more expected component of brand identity, resonating deeply with a socially conscious generation. The future of teen skincare is poised for innovation, driven by genuine need, scientific rigor, and a profound understanding of the values and preferences of its dynamic young consumers.

FAQ:

Q1: What exactly are "Sephora kids" and why are they influencing the beauty market? A1: "Sephora kids" refers to the growing demographic of pre-teens and teenagers who frequently visit beauty retailers like Sephora, often seeking prestige skincare products. They are influenced by social media trends, particularly on platforms like TikTok and YouTube, where influencers discuss various skincare routines and ingredients. This group is influencing the market by driving demand for certain products and prompting retailers and brands to create formulations specifically suited for younger, developing skin.

Q2: Who created Sincerely Yours and what was their motivation? A2: Sincerely Yours was created by father-daughter duo Jordan and Salish Matter, popular content creators with a massive online following. Their motivation stemmed from Salish's personal struggle to find suitable skincare products for her sensitive teen skin. After sharing her experience online and receiving overwhelming feedback from her followers who faced similar challenges, they realized there was a significant unmet need for a brand that genuinely understood and catered to young people's skincare requirements. Jordan, as a parent, also observed the frustrations of teens experimenting with products not designed for them.

Q3: What makes Sincerely Yours different from other skincare brands? A3: Sincerely Yours differentiates itself through several key aspects: * Teen-Specific Formulation: It is explicitly formulated for younger, developing skin, avoiding harsh anti-aging ingredients common in many prestige products. * Expert Backing: Developed with cosmetic chemists and dermatologists (Dr. Mara C. Weinstein Velez and Dr. Robin M. Schaffran), ensuring scientific rigor and safety. * "Barrier Friendly Formula": Features key ingredients like encapsulated hyaluronic acid, niacinamide, and ceramides to hydrate, soothe, and strengthen the skin barrier. * Community-Driven Development: Crucially, it involved a Teen Advisory Board for input on packaging, product formats, and branding, ensuring it genuinely resonates with its target audience. * Affordability & Accessibility: All core products are priced under $30, making effective skincare accessible to teens. * Social Impact: Partners with Girls Inc. of Los Angeles, donating a portion of sales and collaborating on mentorship programs.

Q4: What are the core products in the Sincerely Yours lineup? A4: The inaugural Sincerely Yours lineup features four core products designed for a complete daily skincare routine, each priced under $30: * Kindly Clean Hydrating Cleanser * Hit Refresh Soothing Serum Mist * So Soft Daily Moisturizer * Sunny Side Up Mineral Sunscreen SPF 30

Q5: Why did Sincerely Yours choose Sephora as its exclusive retail partner? A5: Sephora was chosen as the exclusive retail partner for several strategic reasons. Internal surveys conducted by the company indicated that Sephora was the "clear favorite" for skincare discovery among its community, including younger consumers. Additionally, Sephora's management responded positively to the Matters' brand concept a year before launch, recognizing the market potential. This partnership provides Sincerely Yours with a credible platform, broad distribution, and a direct connection to its target demographic within a trusted beauty retail environment.

Q6: What is the "Barrier Friendly Formula" and why is it important for teen skin? A6: The "Barrier Friendly Formula" in Sincerely Yours products combines encapsulated hyaluronic acid, niacinamide, and ceramides. This blend is crucial for teen skin because it focuses on maintaining and strengthening the skin's natural protective barrier. Younger skin can be more sensitive and prone to irritation, and a healthy skin barrier helps to lock in moisture, protect against environmental aggressors, and keep skin balanced and healthy. It addresses common teen concerns like dryness, sensitivity, and breakouts without using harsh or overly active ingredients.

Q7: How is Sincerely Yours contributing to social good? A7: Sincerely Yours is committed to social good through its partnership with Girls Inc. of Los Angeles. A portion of every purchase is donated to the organization, which empowers girls to be strong, smart, and bold. Beyond financial contributions, the brand collaborates with Girls Inc. on events, social initiatives, and mentorship programs, aiming to uplift teenagers in the community and provide them with valuable support and guidance.

Q8: Are Sincerely Yours products suitable for all skin types, including sensitive skin? A8: Yes, Sincerely Yours products are specifically formulated with sensitive skin in mind. They are clinically tested for sensitive skin and are non-comedogenic, meaning they won't clog pores. The "Barrier Friendly Formula" with gentle, hydrating, and soothing ingredients like hyaluronic acid, niacinamide, and ceramides aims to keep developing skin balanced and healthy, making it suitable for a wide range of teen skin types, including those prone to sensitivity.

Q9: How involved were teenagers in the development of Sincerely Yours products? A9: Teenagers were extensively involved in the development of Sincerely Yours. The brand established a dedicated Teen Advisory Board which provided crucial input on various aspects, including product packaging, formats, and even the brand's name. This direct engagement ensured that the products and the brand's identity truly resonated with the preferences and needs of its target audience, making it feel like a brand "made with us, not just for us," as Salish Matter expressed.

Q10: What are the long-term goals for Sincerely Yours and its impact on the beauty industry? A10: The long-term goals for Sincerely Yours appear to be centered on establishing itself as a trusted and go-to brand for teen skincare, emphasizing healthy habits from a young age. Its impact on the beauty industry is significant: it champions a shift towards age-appropriate formulations, promotes authenticity through influencer-led brand building, highlights the importance of ingredient transparency, and integrates social responsibility as a core brand value. It sets a precedent for how future brands can successfully cater to and engage with the influential youth beauty consumer segment.