Who is Salish Matter? Influencer whose makeup launch event attracted crowd chaos, leading police to shut it down

A highly anticipated makeup launch event by the teen influencer Salish Matter turned to chaos at the American Dream mall in New Jersey. The event that was meant to celebrate her new brand turned to a police shut down event, as the overwhelming crowd created an unmanageable and dangerous situation.

It left thousands of fans disappointed in its wake.

Who is Salish Matter?

Salish Matter is a 15-year-old influencer hailing from Los Angeles. She caught the eye of the public through her father, Jordan Matter’s created YouTube channel for her. He is a renowned digital creator and photographer who didn’t just support her daughter’s career starting at just 10, but also ensured to work along, for helping her grow. Matter quickly became a fan-favorite with her appearances in varied content, including gymnastics challenges, creative photo projects and some light-hearted pranks.Salish’s talents, charisma and the relatable persona she carries, centered around typical teenager interests like, animals, sports, makeup and more. It well-resonated with the Gen Z audience, soon making her a favourite of all. Propelling to stardom, she amassed a colossal following across varied platforms, including 4.5 million followers on Instagram and approximately 3 million YouTube subscribers.The teenage star’s popularity today is built on the foundation of pranks, lifestyle content and some athletic feats.

She also voiced Kraken Kid in Ruby Gillman: Teenage Kraken, 2023. She even earned a Nickelodeon Kids’ Choice Award for being chosen as the Favorite Female Creator. It further solidified her status as a top Gen Z audience content creator in the digital landscape.

Salish Matter’s makeup launch event turns into chaos

Planned celebration for Sincerely Yours, a makeup line of Salish Matter, at Sephora, in American Dream mall, on September 6, 2025, spiralled out of control.

Despite a ticketing system that was designed for managing the audience, reports suggested, tickets didn’t get scanned. It led to a complete breakdown in the crowd control. Approximately 30,000 people, 3x of the anticipated number, were seen flooding the multiple levels of the mall.

Videos circulating from the scene show a pushing mob of fans, with many also unable to see the stage. The situation, later deemed to be unsafe, led to state police intervention, which ultimately resulted in the premature shutting down of the stage show.Due to security reasons, Salish and her father were escorted by the mall’s police from the premises, preventing any meet-and-greet. While the mall did call this turnout incredible, fans took to social media, expressing frustration and labelling it a poorly planned and chaotic event.