It’s no secret that Gen Alpha—those born between 2010 and 2024—is rapidly becoming a large consumer base of the beauty industry. You may have heard of the “Sephora teens” frenzy, referring to young girls and preteens swarming Sephora stores to dish out hundreds of dollars on the trendiest skincare, like Drunk Elephant and Sol de Janeiro—even though many of these brands they’re shopping were not made for the fragile, changing skin of teenagers. Enter: Sincerely Yours, a new skincare brand developed for teens and with teens; co-founded by 15-year-old content creator Salish Matter and her father, Jordan Matter.

Sincerely Yours launched on September 6 at Sephora. The line consists of four hero products: a daily moisturizer, a hydrating cleanser, a soothing facial mist, and a mineral sunscreen. Despite having just four products, the brand is becoming a disruptor in the skincare space because it has effectively designed products that are specifically made for teens, by a teen herself. The products are Sephora Clean-certified, vegan, noncomedogenic, and gentle for sensitive skin, as well as clinically tested. It was developed with the assistance of dermatologists who are also mothers of teenagers, and has a strong emphasis on skin barrier protection. Below, we’re sharing what you need to know about each of the four core products (one has already sold out at Sephora), and why they’re worth trying out.

Sincerely Yours Hit Refresh Soothing and Hydrating Serum Mist with Cucumber Extract

$24 at Sephora

A hydrating face mist you can bring with you on the go, the Hit Refresh Soothing Serum Mist leaves skin glowy, soft, and hydrated with every spritz. It’s made with the brand’s signature barrier-friendly formula (found in each of the four products), comprising encapsulated, time-release hyaluronic acid, niacinamide, and ceramides. Skin barrier-friendly products are essential for teens to protect their ever-changing skin—many of the products Gen Alpha have been using are made with high concentrations of active ingredients, which can be too harsh on young skin. The face mist is also made with an antioxidant complex comprising jojoba oil, fruit extract, PHA, vitamin E, and allantoin, and a hydration complex of algae extract, radish root ferment, aloe, and cucumber extract.

Sincerely Yours So Soft Daily Moisturizer

$26 at Sephora

This gel cream is formulated for all skin types and is lightweight enough to be used in the morning and at night. The formula includes the brand’s signature barrier-friendly complex, ectoin, and blue-green algae extract. The texture is light and non-greasy, and reviewers mentioned there’s no white cast.

Sincerely Yours Sunny Side Up Mineral Sunscreen SPF 30

$28 at Sephora

Sun protection is important at any age, which is why we were pleased to see Sincerely Yours include a mineral sunscreen in its lineup. The SPF 30 offers broad-spectrum UVA/UVB protection that won’t clog pores (which can lead to breakouts) and includes a hydration complex of allantoin, chondrus crispus extract (aka red algae), and vitamin E. Reviewers say it blends effortlessly, feels moisturizing, and offers a glowy finish.

Sincerely Yours Kindly Clean Hydrating Cleanser

$22 at SephoraView on Sincerely-yours.com

Sincerely Yours has only been available for a week and already has a sold-out product at Sephora: the Kindly Clean Hydrating Cleanser (but don’t fret, it’s still available on Sincerely-Yours.com). This cleanser features a milky, gel formula that gently removes makeup, dirt, and grime without stripping or damaging the skin barrier. It’s made with the brand’s signature barrier-friendly formula, as well as allantoin, fruit extracts, and glycerin in the cleanser.