It was quite the scene at American Dream Mall Sept. 6: Thousands of tweens, crammed into the Dream Stage atrium or running five deep at the railings on the two tiers overlooking the atrium, all screaming. Parents drenched in sweat, plugging their ears, their shoulders now mere benches for their children, who craned necks for a glimpse at the stage.

The ado was in anticipation of the arrival of one young woman: social media star and gymnast Salish Matter , who was at the mall for the launch of her beauty line, Sincerely Yours (available at Sephora), and a pop-up shop in the mall.

Salish and Jordan Matter, and the Ninja Kidz, show up at American Dream mall

Salish's father, Jordan Matter (an influencer in his own right with 2.3 million Instagram followers), effectively emceed the eve

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