From TIME · Avery Stone · · 2m
Salish Matter’s Family Brand Grows
16-year-old Salish Matter and her father Jordan build a teen content empire with Netflix and skincare.
In brief
16-year-old Salish Matter and her father Jordan build a teen content empire with Netflix and skincare. Salish Matter, 16, stars in Netflix’s holiday series and runs a skincare brand with her father Jordan Matter. Originally reported by TIME.
Salish and Jordan’s Target Shoot
Salish Matter, 16, and her father Jordan Matter film a Target sleepover challenge with friends.
Salish’s YouTube Presence
Salish has over 18 million followers across TikTok, Instagram, and YouTube since joining her father’s channel in 2018.
Sincerely Yours Launch
Sincerely Yours, a teen-focused skincare line, sold out at a New Jersey pop-up event with 87,000 attendees.
Netflix Deal
Jordan Matter signed a three-year Netflix deal for Salish’s 12 Games of Christmas holiday series premiering Nov 28.
Family Brand Strategy
Jordan limited YouTube output to once-weekly videos to build emotional connections with Salish’s audience.
Salish’s Mental Health
Jordan and Salish’s mother check in on her mental health, balancing content creation with school and friends.
Kidfluencer Concerns
Experts warn about kidfluencing’s risks, including consent issues and exploitation in family content channels.
Piper Rockelle Case
A 2022 lawsuit by 11 minors against Piper Rockelle’s manager over alleged abuse settled for $1.85 million.
Salish’s Relationships
Salish’s primary ‘ship’ is with her best friend Nidal Wonder, 15, in non-romantic pranks and videos.
Family Security
Jordan notes a note from 10 fans signed by young fans who discovered their home address.
Salish’s Future
Salish’s earnings are split into trust accounts: 15% at 18 and 85% at 25.
Salish’s Ambitions
Salish wants to continue creating content and has no plans for college, focusing on fun and opportunities.
Netflix Recognition
Netflix’s vice president Heather Tilert calls Salish’s audience ‘undeniable’ and relatable.
Salish’s Confidence
Salish says she doesn’t consider content creation a job and feels lucky to have opportunities.
Target Shoot Completion
Salish finishes Target shoot at 3 a.m. with pajamas, gray socks, and no shoes.
Family’s Next Steps
The family plans to continue building Salish’s brand with more content and trust accounts.
What matters most
Salish Matter, 16, stars in Netflix’s holiday series and runs a skincare brand with her father Jordan Matter.
