'%20x='0'%20y='0'%20height='100%25'%20width='100%25'%20%0A%20%20%20%20%20%20%20%20%20%20xlink%3Ahref='data:image/jpg;base64,/9j/2wBDAAYEBQYFBAYGBQYHBwYIChAKCgkJChQODwwQFxQYGBcUFhYaHSUfGhsjHBYWICwgIyYnKSopGR8tMC0oMCUoKSj/2wBDAQcHBwoIChMKChMoGhYaKCgoKCgoKCgoKCgoKCgoKCgoKCgoKCgoKCgoKCgoKCgoKCgoKCgoKCgoKCgoKCgoKCj/wAARCAAHAAoDASIAAhEBAxEB/8QAFgABAQEAAAAAAAAAAAAAAAAAAAUI/8QAIBAAAgEEAQUAAAAAAAAAAAAAAQIRAAMEIQUUMTJBUf/EABUBAQEAAAAAAAAAAAAAAAAAAAED/8QAFxEBAQEBAAAAAAAAAAAAAAAAAQIAEf/aAAwDAQACEQMRAD8AzwOU4vpM6yuDcYvAsO77BDaYgQAY7j3Jqa+Jih2D5aI4O1hjB+eNKU1dU8XTpVDu/9k='%3E%3C/image%3E%3C/svg%3E)
YouTube content creator and beauty influencer Salish had a promotion event at the American Dream mall in East Rutherford, New Jersey, on September 6, 2025. The event was scheduled to launch her makeup line, Sincerely Yours. Unfortunately, the event was cancelled due to the overwhelming number of fans who attended.
The promotion led to chaos at the mall, with many people pressing against glass barricades, raising safety concerns. In a video shared on TikTok by one of the parents in attendance, Salish could be heard pleading with the crowd to move back and step away from the glass, but no one was listening.
“Step away from the glass. Step away from the glass. It is all for your safety, guys. We do not want you to get shut down. Everyone, please take a step back. I see room all the way in the back. Keep moving back.”
The post garnered several reactions as netizens took to the comments section to express their opinions.
User @GOLDENDREAMCLOTHING expresses her disappointment in the crowd for not caring about their safety.
“I feel bad for Salisha I'm sure she was disappointed and worry to see her fans in danger. My daughter loves her and that's why we went but l'm sad and mad to see people don't care about their own safety and others.”
Another user, @BetsySouza, described the moment as scary and extreme, adding that celebrities shouldn't be idolized this badly.
“Is this why there were TikTok videos of parents rushing in a parking garage with kids yesterday?! I have no idea who this is but what are we doing people? It's getting kind of scary how much we are allowing our teens to idolize these influencers and celebrities. And I'm 34 so l lived the 90s where boy bands and Brittany spears was huge but I don't remember it being this bad. Maybe I'm wrong but this just seems so extreme and dangerous.”
@EstherO’May added:
“I truly feel for Salish even though I don't know her I hope the event went well . I follow her and her dad on YouTube, actually.”
More details on Salish's New Jersey mall event
Salish Matter was scheduled to launch her new makeup line, Sincerely Yours, on September 6 at the American Dream Mall in a pop-up event. According to reports, the event was scheduled to begin by 6:00 am and end by 10:00 pm EST. The pop-up would include “interactive experiences, samples of the skincare products, giveaways, and exclusive limited edition merchandise.”
Salish’s father spoke to People Magazine about the cancellation. He said they were not prepared to accommodate three times the expected number of attendees.
“We had a free Eventbrite sign-up link so we could estimate the crowd size, and the amount of people who RSVPed was manageable for mall security. However, triple that number of people showed up. We were prepared to manage the flow of people based on RSVP, but nobody anticipated such a massive turnout. It was one of the largest events the mall has ever hosted,” he said.
He mentioned that state police intervened and closed the event, escorting him and his daughter backstage and prohibiting their return to the mall.
That was 15-year-old Salish’s first event. Although she hasn't announced a make-up event, fans are waiting with their fingers crossed.
Reply
