Sincerely Yours and Pour Tous have entered the Gen Alpha beauty race, each setting out to transform the way teens and young users approach skin care. With their unique missions and different go-to-market strategies, these brands cater to overlapping audiences but bring distinct approaches to the table. The stakes are immense; according to Mintel, Gen Alpha spending power could total $5.5 trillion by 2029. Here's how these emerging brands are positioning themselves to grab their piece of the market.
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Sincerely Yours and Pour Tous have entered the Gen Alpha beauty race, each setting out to transform the way teens and young users approach skin care. With their unique missions and different go-to-market strategies, these brands cater to overlapping audiences but bring distinct approaches to the table. The stakes are immense; according to Mintel, Gen Alpha spending power could total $5.5 trillion by 2029. Here's how these emerging brands are positioning themselves to grab their piece of the market.
Gen Alpha Wants Skin Care That Is Genuine, Cool and Totally Theirs
"Young people across generations want products that feel aspirational and that reflect who they are today," says Julia Straus, a seasoned executive (formerly CEO of Tula and Sweaty Betty) and one of the driving forces behind the launch of Sincerely Yours. "The difference with Gen Alpha is less about what they want and more about how they expect brands to show up."Sincerely Yours
She adds, "This generation has a low tolerance for anything that feels performative or inauthentic. They’ve told us clearly: they want genuine brands that cut through the noise, feel softer, more considered and that actually listen to them. Even the name Sincerely Yours came directly from teens—they were drawn to the analogue, heartfelt feel of it because it represents real connection."
Straus concludes, "That’s how we’ve built Sincerely Yours from the beginning: dermatologist-developed formulas that are safe for developing skin, paired with an aspirational, elevated brand world that teens feel excited to use. It’s not about creating something wildly different for Gen Alpha—it’s about creating something genuine, trustworthy and cool enough that they actually want it on their shelves."
Sincerely Yours: A Bold Debut at Sephora
Sincerely Yours, available exclusively at Sephora stores and online, is a teen-focused skin care brand co-founded by father-daughter duo Jordan and Salish Matter (pictured).Sincerely Yours
Skin Care Teens Will Actually Love
"Across the industry, retailers are seeing younger customers come into their stores, and it’s clear this generation loves the multi-brand, in-person shopping experience," says Straus. "That’s exactly why we felt Sephora was such an ideal launch partner for Sincerely Yours. We know Sephora puts their customers first, offers a curated experience, and places a tremendous emphasis on education, which aligns perfectly with our mission to give teens skin care that’s safe, clinically tested, and easy to understand."
She adds, "Our aim is to make sure younger shoppers feel both empowered and informed—and together we can offer products that are not only appropriate for developing skin, but also aspirational enough that teens are excited to use them."
Created in collaboration with dermatologists and a cosmetic chemist (all moms of teens), the brand is grounded in a mission to deliver clean, dermatologist-developed essentials that balance safety and style.
Inspired by influencer Salish Matter's own struggles with sensitive skin, the debut collection includes four products:
- the Kindly Clean Hydrating Cleanser ($22)
- Hit Fresh Soothing Serum Mist ($24)
- So Soft Lightweight Moisturizer ($26)
- Sunny Side Up Mineral Sunscreen ($28)
Sincerely Yours has prioritized a retail partnership with Sephora, leveraging the brand’s prestige and authority in clean beauty to connect with a broad teen audience.Sincerely Yours
Beyond skin care, the brand emphasizes confidence-building, donating 1% of sales to Girls Inc. of Los Angeles to support programs that empower young people.
Skin Care for Teens, By Teens (and a Little Help from Parents)
"The whole idea came from realizing that teens really want to participate in skin care and personal care—it’s exciting for them, it’s part of how they express themselves—but the products they were reaching for weren’t made for them," says Julia Straus, an executive behind the Sincerely Yours launch.Sincerely Yours
Jordan Matter adds, "As a dad, I saw firsthand how overwhelming skin care was for teens. The shelves are packed, but there’s so much noise, so many products that aren’t right for young skin, and no one simplifying it. When Salish started sharing her struggles and hearing from other teens, it clicked for me: this wasn’t just her issue—it was a whole generation’s issue. That’s when Julia and I knew we had to help build something that teens could trust, and parents could feel good about too."
Straus notes, "The whole idea came from realizing that teens really want to participate in skin care and personal care—it’s exciting for them, it’s part of how they express themselves—but the products they were reaching for weren’t made for them. Most of what was available was designed for adults, often with harsh anti-aging actives, and sometimes it was actually doing more harm than good. As a mom, I understood the frustration from both sides: teens looking for something that feels cool and aspirational, and parents wanting reassurance it’s safe. That’s why we teamed up with Jordan and Salish, and brought in an incredible medical board — dermatologists and a cosmetic chemist who are all moms of teens — to make sure every formula is safe, gentle, and truly made for this age group."
Redefining Community-Driven Brands
"Our 32 person Teen Advisory Board has been involved in everything from day one!" says Salish Matter. "They helped us name the brand, pick out product names, and even input on the packaging and merch designs."Sincerely Yours
"Our 32 person Teen Advisory Board has been involved in everything from day one!" says Salish Matter. "They helped us name the brand, pick out product names, and even input on the packaging and merch designs. If you read some of the secret messages inside the boxes, they wrote them! It’s super important to me that the brand feels like it’s made with us, not just for us. The input from the larger group of teens really helped us understand what matters most to them and what products they use the most.”
Pop-Ups, Surprises and Sephora: Sincerely Yours is Just Getting Started
"We’re kicking things off with our first-ever pop-up at American Dream Mall on September 6, which will also be filmed as part of a YouTube video and livestream with Salish," says Jordan Matter. "Fans will get to try the products, learn about the mission, and be part of a day full of surprises, giveaways and creator guests."
He adds, "From there, we’ll do what we do best—reach our audience through authentic, story-driven content. Every video we post connects with 30-40 million viewers, and now that content will bring Sincerely Yours to life across YouTube, TikTok and Instagram. And of course, the big milestone comes right after: Sincerely Yours launches in 384 Sephora stores nationwide on September 12. And this is just the beginning—we’ll be creating more live events where teens and families can connect with the brand in person."
Pour Tous: A Direct-to-Consumer Approach
Founded by seven Southern California moms raising 18 kids, Pour Tous was created to fill a gap in the market: high-quality, age-appropriate skin care that balances science-backed effectiveness with playful, youthful appeal.Pour Tous
Founded by seven Southern California moms raising 18 kids, Pour Tous was created to fill a gap in the market: high-quality, age-appropriate skin care that balances science-backed effectiveness with playful, youthful appeal.
The founding team includes attorney Tamany Vinson Bentz; Erica Buxton, president of Razor USA; money manager Jennifer Sennott Cram; media veteran Melissa Pace Overholt; ad agency exec Whitney Stephenson; Martha Tipper, founder of Mine Label Bags; and former marketing executive Megan Udis.
The debut collection includes three core products—The Cleanser ($22), The Moisturizer ($26) and The Serum Base ($20)—along with three customizable boosters: Hydrate, Shimmer and Refresh ($15 each).
Designed for safe, personalized skin care routines, the collection is cruelty-free, formulated for sensitive skin, and meets Sephora Clean and European safety standards, per the brand.
Common Goals, Different Strategies
While Sincerely Yours and Pour Tous share a mission to elevate skin care for teens and young users, they stand out in their execution and positioning. Sincerely Yours has prioritized a retail partnership with Sephora, leveraging the brand’s prestige and authority in clean beauty to connect with a broad teen audience. Its focus on community-building and philanthropic efforts further solidifies its identity as a brand rooted in connection and confidence.
On the other hand, Pour Tous embraces a more flexible, direct-to-consumer strategy, focusing on accessibility and customization. By offering boosters that allow users to tailor their skin care routines to their changing needs, the brand positions itself as a solution for youth seeking both simplicity and individuality.
Both brands emphasize clean, dermatologist-tested formulas that are gentle yet effective, reflecting the growing demand for ethical, age-appropriate skin care. Their product lines are designed to build healthy habits early while instilling confidence in young users.
