Santa Monica Pier traded its familiar ocean blues for a candy-coated burst of color on May 30 as teen skincare brand Sincerely Yours welcomed more than 2,000 fans and creators to its immersive “SUGARWRLD” celebration.
Hosted by father-daughter co-founders Jordan Matter and Salish Matter, the free event marked the launch of the brand’s new Sugarcoat Gloss Balms and a limited-edition oversized hoodie featuring a built-in gloss pocket. Tickets disappeared within one hour, proving that this young beauty community does not merely follow product drops. It arrives ready to play, connect and participate.
A Skincare Launch Built for the Community
Rather than hosting a velvet-rope dinner reserved for influencers, Sincerely Yours turned the pier into an open-air carnival for its supporters. Guests received complimentary access to arcade-style games, product sampling, merchandise giveaways, photo installations and meet-and-greets.
The crowd included families, young beauty enthusiasts and prominent creators. Notable attendees included Khloe Kardashian, Jen Atkin, Dhar Mann, Rebecca Zamolo, Nidal Wonder, Alan Chikin Chow, Markell Washington and the Not Enough Nelsons family.
The combined social reach of attendees reportedly exceeded one billion followers, yet the atmosphere remained focused on the fans who helped build the brand.
“Our audience wants to experience brands in real life, shop in person, meet the creators and people behind the products, and feel part of something bigger than just what they see online,” said Sincerely Yours Co-Founder and CEO Julia Straus.
Sugarcoat Gloss Balms Take Center Stage
The new Sugarcoat Gloss Balms debuted online at Sephora on May 15 and arrived in stores on May 18. Their launch inspired the visual language of SUGARWRLD, from oversized candy installations to playful product experiences.
The companion hoodie sold out immediately. Previous Sincerely Yours hoodie releases generated a 20,000-person waitlist and sold out within 48 hours, turning the comfortable merchandise into a collectible extension of the brand.
Ahead of the event, a piñata-inspired influencer campaign featuring James Charles, Brooke Monk, Harper Zilmer, Txunamy Ortiz and other creators generated more than five million views.
Carnival Games, Custom Treats and Creator Culture
Guests explored a Dippin’ Dots experience presented by Mane, a Netflix photo booth, a Gui Gui carnival game and a custom Chipotle menu created for SUGARWRLD. The celebration was also livestreamed to Jordan and Salish Matter’s YouTube audience of more than 36 million subscribers.
For Salish, the Santa Monica setting carried personal meaning.
“Santa Monica is really where I came out of my shell and built confidence in front of the camera,” she said. “I just want it to feel fun and personal, and to actually get to meet everyone.”
Since launching in September 2025, Sincerely Yours has positioned itself at the lively intersection of skincare, entertainment and youth culture. With dermatologist-developed products and community-informed ideas, the brand is betting that the next generation wants more than a balm in a pretty package. They want a world they can step inside.
