Inside Salish and Jordan Matter’s Growing Father-Daughter Empire
The Matters built one of YouTube’s biggest family brands. Their next chapter—including an upcoming Netflix show—will put them in an even bigger spotlight.
On a Saturday night in October, Salish Matter, a 16-year-old content creator, stands in the aisle of Target Manhattan Beach alongside her father, Jordan Matter. They are preparing for a video for Jordan's YouTube channel, which has over 38 million subscribers. Salish, with more than 18 million followers across TikTok, Instagram, and YouTube, has become the star of the family's content.
The family, including her mother Lauren and older brother Hudson, has built a successful brand around teen-focused skin-care line Sincerely Yours and a multiyear talent deal with Netflix. Tonight's shoot is the family's first official collaboration with Target, and it involves a competition where Salish and her father construct the best sleepover setup using products found in the store.
This marks the beginning of nearly five hours of filming that has become a regular occurrence for the family as they continue to grow their online presence and entertainment ventures.
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