Djerf Avenue Launches Beauty Brand
Djerf Avenue Launches Beauty Line
By Olivia Blackwell
On March 27, influencer Matilda Djerf made her debut into the beauty industry, launching two new hair products under her brand Djerf Avenue. Along with her renowned style, Djerf’s hair has become an iconic part of her overall image, with her signature bouncy blow-out look and slicked back bun. So, when the 26-year-old Sweden native announced she was releasing hair products, it caused quite the stir across social media.
Djerf Avenue stepping into the beauty realm was first discussed in 2021 between Djerf and her co-founder, Rasmus Johansson. “I wanted products with a clear purpose, beneficial ingredients, and versatility,” Djerf told Vogue Scandinavia. “As I have gotten older and learned more about how products are made and the impact of different ingredients, I realized 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.” After years of collaboration with haircare professionals and chemists, the brand has finally perfected their formulas to be ready for release.
The launch includes a volumizing and heat protectant spray named The Breezy Styling Mist and a gel called the On-The-Go Styling Gel to help achieve Djerf’s signature hairstyles. Made with 100% recyclable packaging, these products might seem simple, but in true Matilda Djerf fashion, there is always a formula followed to make everything look effortless. The mist was crafted to be a lightweight formula, with ingredients like aloe vera and sunflower seed extract, and the styling gel provides hold and shine without leaving your hair feeling stiff. Both products are vegan, PETA-certified, paraben-, silicone-, and alcohol-free, and made in Sweden.
A pop-up salon in partnership with Dyson in NYC highlighted the two new products, but Djerf says that there is likely more on the way in the near future. Beauty enthusiasts are crossing their fingers for products like hair oil, shampoo, conditioner, and bodycare products to be dropped any day now.
Djerf Avenue Beauty is available for purchase now on djerfavenue.com.
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