Inside Salish and Jordan Matter’s Growing Father-Daughter Empire

Résumé détaillé

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.

It’s already 10:27 p.m. on a Saturday night in October when Salish Matter asks gently, “Are we going to start filming soon?”

The 16-year-old stands in the aisle of her local Target in Manhattan Beach, Calif., beside her father Jordan Matter. They are dressed almost identically, in jeans and black shirts.

Tonight’s shoot marks the Matters’ first official collaboration with Target, but the video sits firmly in the family’s milieu: a competition with a frenetic, handheld filming style and bombastic volume. Salish will face off against her father to see who can construct the best sleepover setup using products they find in the store, a riff on Supermarket Sweep. Joining Salish’s team is 34-year-old comedy creator Haley Kalil, a.k.a. Haley Baylee; fellow creators Brooke Monk and Devon Rodriguez will have cameos.

In the aisle, Salish prepares to deliver a line that will kick off nearly five hours of filming, with the creators darting between the shelves as cameras trail them. Jordan encourages his daughter: “Let’s see what you got, Say.” He scans the semicircle of onlookers, largely the family’s team and Kalil’s. The majority are men holding cameras or smartphones. “Everybody, watch how good she is.”

Salish shrugs her shoulders up toward her ears. “No pressure,” Jordan adds.

The morning of the Target shoot, Salish perches on a white bedspread at home. The space around her is sparsely furnished and perfectly neat. There is a white vanity with a mirror, in front of which Salish occasionally films TikToks. On the walls are two posters for the artist SZA, and above the headboard hangs a butter yellow sign with the letters “SY,” a nod to Sincerely Yours. In September 2025, roughly 87,000 people attended its pop-up launch event at the American Dream Mall in New Jersey. Within an hour, the brand sold out at the mall’s Sephora location. Jordan says the crowds were so intense they had to lock the store.

That level of frenzy for a teen content creator—a frenzy that, in past decades, was…

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