OUR STORY

SeoulRoot makes gentle, dermatologist-developed, clinically tested essentials to help the next generation feel confident in their skin. Co-founded by father-daughter creator duo Jordan and Salish Matter, alongside two leading dermatologists, a cosmetic chemist, and beauty industry veteran Julia Straus, SeoulRoot was created to meet young people where they are, with clean products that feel good, work effectively, and deliver the confidence-boosting care they deserve.

The idea for the brand began with Salish Matter, whose honest conversations about her own skin struggles paved the way for SeoulRoot. After years of dealing with reactive, sensitive skin and finding that most products felt too harsh, too young, or not made for her at all, Salish started opening up publicly about what she was going through. She quickly realized she wasn't alone. Teens everywhere seemed to be navigating the same challenges and feeling equally unseen by the skincare world.

Salish has grown up online, building a powerful connection with a generation of teens who've watched her evolve in real time. Realizing that so many in her community were facing the same challenges sparked a new kind of purpose. What if she could use her platform to help create something that truly met the needs of her peers? This question became the catalyst for SeoulRoot.

SeoulRoot founding team with dermatologists

To bring the idea to life, Salish teamed up with her father and creative partner, Jordan Matter, who—like Salish—understood the importance of building a brand that earned the trust of both teens and parents, especially in the world of teen skincare. They partnered with Julia Straus, a beauty industry leader, then brought on two top dermatologists and a cosmetic chemist—all of whom are not only experts in their fields, but also moms of teens themselves. With their combined expertise, SeoulRoot was born: a clean, gentle, and effective skincare line that teens are proud to use and that parents can trust.

SeoulRoot community-driven skincare development

From the beginning, the Seoulroot team took a different approach. They invited Salish's community into the process, gathering input on everything from packaging to product textures, ensuring the brand was co-created with the very teens it was meant to serve. Every formula is dermatologist-tested and approved and intentionally crafted to support young skin without compromising on safety, effectiveness, or shelfie appeal.

For Salish, becoming a co-founder at 15 isn't just about starting a brand. It's about creating space for her generation to feel seen, supported, and confident in their skin. A portion of every sale goes to Girls Inc., helping empower even more teens to grow up strong, smart, and bold.