If you, like us, have been coveting Matilda Djerf's iconic hair for years you're in luck. We're all now one step closer to those envy-inducing tresses as the Swedish entrepreneur and content creator launches her first hair styling products under Djerf Avenue
Mark your calendars! On March 27th, Matilda Djerf is launching her first foray into the world of beauty with a lineup of hair styling products released under her buzzy brand, Djerf Avenue. The two products, a volume spray called The Breezy Styling Mist and a multi-use styling product called On-The-Go Styling Gel, are made to help create Djerf's signature hair looks: a bouncy blowout and the perfect slicked-back bun.
“I am incredibly proud of these products and cannot wait for the world to try them," Djerf shared before the launch. "For as long as I can remember, hair has been a way for me to express myself. As I got older and learned more about how products are made and the impact of different ingredients, I quickly realised that nothing in my cabinet met my needs and standards." – A realisation that led to the new anticipated launch.
I realised that none of the products I tried met my standards and picky needs, so to get the results I’ve always looked for, I knew I had to create products of my own.
Matilda Djerf
Photo: Courtesy of Djerf Avenue
Photo: Courtesy of Djerf Avenue
Photo: Courtesy of Djerf Avenue
After years of mixing multiple products to achieve the look she wanted, Djerf started thinking about the practicality of having just one product that could do it all. "I wanted products with a clear purpose, beneficial ingredients, and versatility," she says. "As I have gotten older and learned more about how products are made and the impact of different ingredients, I realised that none of the products I tried met my standards and picky needs, so to get the results I’ve always looked for, I knew I had to create products of my own."
The brand expansion comes after over two years of product development, where Djerf Avenue has worked tirelessly alongside chemists and hair professionals to perfect each formula and secure 100 per cent post-consumer recyclable packaging. "It has been a fulfilling journey working alongside talented and passionate chemists to develop products that I genuinely miss when they run out.” The effort has yielded results, with highly efficient products that are PETA-certified, vegan, paraben-, silicone- and alcohol-free and all made in Sweden.
Photo: Courtesy of Djerf Avenue
But how does Matilda Djerf use the products? "The Breezy Styling Mist is the secret to my bouncy blowout," she shares. A multi-use spray that adds volume, hold, and heat protection, the mist can also be used on dry hair as a refresher spray if you need a little touch-up. "One of my favourite ways to use the spray is as a finishing product if I feel like my hair looks tired," Djerf continues. "I just like to spray a little bit and then go in with a round brush, and it adds the volume."
Regarding her other signature hairstyle, the On the Go Styling Gel is the perfect tool for recreating a slicked-back bun. It is a product Djerf uses "every time" when creating a sleek 'do. "But also to smooth flyaways and define curls," she adds. "It is also a multi-use product that I would describe somewhere between a traditional gel and a cream, and it has a beautiful shine to it thanks to the squalene in the formula, which was a must for me!" The best part? "The gel is soft and silky, even after applying several layers, so you never get that weird crunchiness," says Djerf.
Djerf Avenue Beauty will be made available via djerfavenue.com on March 27th. In addition, the brand will celebrate the launch with a pop-up store in New York which will be open between March 27th to April 2nd.