Influencer Salish Matter’s Makeup Launch Causes Chaos at N.J. Mall

A marketing event featuring a popular teen influencer descended into chaos at a mall in New Jersey.

Salish Matter, 15, a social media star and gymnast with more than 4.5 million followers on Instagram, was scheduled to appear at the American Dream mall in East Rutherford to launch her new makeup line, Sincerely Yours, on Saturday, Sept. 6. 

However, a number of attendees posted negative comments about the event on social media, with many claiming that the experience was chaotic and poorly organized.

“The tickets were pointless, completely unorganized, unsafe, and the workers told us she wouldn’t be coming out at the pop-up because double the crowd showed up,” one person wrote alongside a TikTok video of the event featuring throngs of people.

“We signed up, got tickets and they were never scanned because it was open to everyone 😭. So deceiving! She came out briefly and we could barely see her,” another TikTok user said.

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“I’m not OK,” wrote another fan, next to a video of the event with the words, “All of this just to not see her,” followed by two heartbreak emojis.

“Omg… pure chaos. 😩 This was hands down the most poorly planned event I’ve ever been to. Parents pushing, people cutting lines, nasty attitudes everywhere, especially outside and in Sephora. It was like kindness went out the window the second the doors opened,” one person commented on a clip.

Videos of the event on social media showed thousands of people screaming in the center of the multi-level mall.

A release on the mall’s website stated that the pop-up event was scheduled to run from 6 a.m. to 10 p.m. EST and would feature “interactive experiences, samples of the skincare products, giveaways, and exclusive limited edition merchandise.”

It also stated that the first 100 people in line would either meet and greet with Salish or receive a limited-edition Sincerely Yours sweatshirt and get to be the first to try Sincerely Yours products.

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PEOPLE reached out to the American Dream mall, as well as Salish’s father, Jordan Matter, for comment on Sept. 6, but did not receive an immediate response.