Building up her budding beauty empire, Matilda Djerf has launched haircare to complement Djerf Avenue Beauty's styling products. So lather up, because these shampoos, conditioners and hair masks promise weightless volume and luscious hydration
Djerf Avenue is a brand that's hard to miss – whether on Swedish founder Matilda Djerf's Instagram feed, the brand's buzzy TikTok (with over 20 million videos tagged with its name), or in the hands of fashion-savvy customers sporting strawberry-clad tote bags around town, Djerf Avenue is everywhere. And with good reason. Djerf herself was, after all, one of the original Scandi girls influencing our wardrobes and haircuts. It is a well-known fact that her face-framing Brigitte Bardot bangs have been shown to a dizzying amount of hairdressers around the world.
So, when Djerf Avenue announced that it was branching into beauty earlier this year (releasing products promising to help create the founder's envy-inducing tresses) the die-hard Djerf fans went into a frenzy. The styling products – a gel and a volume mist – sold out, restocked and sold out again in the blink of an eye. A feat Djerf Avenue Beauty is about to repeat.
Expanding on its existing styling products, Djerf Avenue Beauty is set to release two haircare lines featuring shampoo, conditioner, and hair mask on Wednesday, 16th October: the Breezy Weightless, which enhances volume and thickness, and the Essential Moisture line, which focuses on hydration and smoothing. But why hair care? "Styling products are essential for achieving a finished look, but if you don’t start with good hair care products, the finished result won’t be what you want it to be," says Djerf. "So hair care felt like the natural next step for us with Djerf Avenue Beauty.
Djerf Avenue Beauty's new breezy line, featuring schampoo, conditioner and a hair mask for weightless volume. Photo: Djerf Avenue Beauty
Djerf uses both hair care lines to target different results: "I wash my hair with the Breezy Weightless range when I want to achieve a more airy voluminous look. It’s the perfect start for my blow-out. On other days, I love to use the Essential Moisture range for extra hydration when needed," she says. "It also enhances my natural wavy hair, which I love!"
As someone so well-known for her hair, Djerf is a goldmine for tips and tricks. But there is one easy habit that she sticks to when taking care of her hair. "My advice is to not wash your hair too often, to use products with good ingredients - taking care of your hair all the way from the scalp to the ends." She also shares that she uses a hair mask about once a week and uses heat protection religiously. "I’m also good with using hair oil. I have naturally pretty dry hair, so my hair drinks it up."
The products, six in total, took two years to develop with the help of premier chemists and hair professionals. “These products offer a perfect balance of nourishment and styling versatility that seamlessly integrate into every daily routine," says Djerf. "We can't wait for customers to try them out.”
*The products are available to shop on djerfavenue.com
