Salish Matter, a 15-year-old YouTube launched a new skincare brand, “Sincerely Yours.” She wanted to have a pop-up event at the American dream mall. What was expected to be a fun and exciting event on September 6, 2025, turned into something unexpected with an overwhelming number of people showing up to see Salish and her new brand. The event had to be shut down after organizers could not control the situation.
87,000 people showed up to see Salish and her new skincare brand, overwhelming the expected 100. Security guards warned them that it might get shut down due to so many people filling up the whole mall. But Salish and her dad, Jordan Matter, tried to get people to step back so they could have more space. The security brought 100 police off duty, who ended up taking people to the football stadium to park because of how crowded all the parking spots were. Salish and Jordan tried their best to meet everyone and keep the event going, but security insisted that they shut it down. Matter was devastated that she had to shut down her event.
“I felt as if the shutdown was necessary because the environment was becoming very unsafe for families,” said Tabitha Lopez, an attendant to the event.
Jordan Matter’s YouTube channel used to just be him and his photo shoots and that blew up and shortly after his daughter Salish joined and started making YouTube videos with him and her friends. The channel currently has 32.5 million subscribers, and kids all over the world love Salish. Some people were upset at Salish and Jordan saying they could have handled the situation better, while other are stating that this isn’t their fault and they tried their best.
“They should’ve sold a certain amount of tickets that could fit in the mall instead of having more than the area could fit, or she should’ve picked a bigger venue so more people can fit,” said Celia McManus.
The challenge of balancing accessibility with safety can be difficult. Choosing an appropriate venue for the number of people that will show up to your event is hard. Salish and Jordan tried their best to calm down the situation and make sure everyone was safe. Even when they wanted to keep the event going and meet everyone, security still made them shut down due to safety reasons. Salish even went back to the mall the next day to see if they could meet anyone that was there the night before.
People flew in from different states and countries and stayed the night before just to be first in line, and they still didn’t have the chance to meet Salish. People on social media are posting how upset they are with the situation, but they believe Salish and her dad tried their best with what they could do.
