Sincerely Yours Closes ‘Sugarwrld’ Event

Teen skincare brand Sincerely Yours transformed the Santa Monica Pier into a candy-colored “Sugarwrld” experience on May 30 to celebrate the launch of its new Sugarcoat Gloss Balms.

Hosted by co-founders Jordan Matter and Salish Matter, the immersive event welcomed over2,000 fans and creators for a morning of carnival-inspired activations, exclusive merchandise, product giveaways, interactive installations, and meet-and-greets.

The event was completely free to attend and sold out in just one hour after tickets were released, underscoring the continued momentum behind the brand and its uniquely engaged Gen Alpha audience. 

Salish Matter, said, 

“Santa Monica is really where I came out of my shell and built confidence in front of the camera, so it means a lot to celebrate there and share this place with everyone. I just want it to feel fun and personal, and to actually get to meet everyone.”

Jordan Matter added, 

“Our launch event in September was so crowded that it was hard for people to actually connect with us. This time, it was important for us to create an intimate experience with around 2,000 people where we can actually spend time with our audience, not just have them wait in line, but truly connect and have fun together.”

In addition to free admission, attendees received complimentary access to all activations, games, experiences, product sampling, and giveaways throughout the morning, reflecting Sincerely Yours’ commitment to creating meaningful real-world experiences for its community.

The centerpiece of the event was the launch of the new Sugarcoat Gloss Balms, alongside the release of Sincerely Yours’ newest limited-edition hoodie featuring a built-in gloss pocket inspired by the balm launch.

Notable attendees included: Khloe Kardashian (along with True, Dream, Chicago & Psalm), Jen Atkin, Dhar Mann, Rebecca Zamolo, Nidal Wonder, Alan Chikin Chow, Markell Washington, Not Enough Nelsons Family and more, whose combined social reach exceeded 1 billion followers across platforms.

Throughout the day, attendees explored larger-than-life candy-inspired installations, custom product experiences, arcade-style games, photo moments, exclusive merchandise drops, and branded giveaways designed to bring the playful world of Sugarcoat to life. 

Highlights included a Dippin’ Dots experience by Mane, a photo booth by Netflix, a Gui Gui-branded carnival game, and a custom Chipotle menu experience created exclusively for Sugarwrld.