The beauty realm of 2024 is abuzz with discussions centered around hair aesthetics. From chic preppy bobs to voluminous blowouts and tousled French-girl waves, the emphasis on enhancing hair’s health and allure has reached unprecedented levels.
Among the notable figures shaping the discourse is Matilda Djerf, renowned for her influential presence in fashion and as the visionary behind the coveted brand, Djerf Avenue.
Hitherto, the Swedish-born luminary’s engagement with the beauty domain had been somewhat indirect. Recognized primarily for her discerning style sensibilities and entrepreneurial acumen, Djerf epitomized the minimalist wardrobe ethos and epitomized the “clean-girl” aesthetic fervently pursued by the youth.
However, her allure doesn’t solely rest on her fashion prowess. Djerf possesses a secret weapon—an enviable, gravity-defying blowout that has captivated women globally, sparking a frenzy of attempts to replicate her signature bouncy curls with Dyson AirWraps and meticulous scrutiny of TikTok tutorials.
It’s perhaps fitting, then, that Djerf is now making a tangible foray into the beauty landscape by launching Djerf Avenue Beauty, commencing with her flagship hair care collection.
Djerf Avenue Beauty: Decoding the Essence
While Djerf’s employment of the Dyson Airwrap is no secret to achieve her coveted bounce, aficionados know that crafting the perfect blowout entails more than wielding the right tools.
Echoing the principles of skincare, the efficacy of styling products profoundly influences the final outcome—a realization Djerf keenly embraces. Rather than guarding her haircare secrets, Djerf Avenue Beauty aims to democratize her coveted curls, a gesture she deems beneficial for both herself and her audience.
In her own words to Bustle, Djerf shares, “I selfishly started Djerf Avenue to create clothing that I myself was missing in my closet. And Djerf Avenue Beauty started in the same way… I just said, ‘Well, maybe I should try to formulate my own so I can get products that will do the exact thing I want, will smell the way I want, feel the way I want them to.’ Here we are, two years later.”
The Product Lineup
Djerf Avenue Beauty’s debut hair care range currently features two products tailored to aid in maintaining impeccable hair structure.
First in line is the Breezy Styling Mist ($45 AUD), a volumizing mist fortified with heat protection to preserve hair shape without burdening it or imparting stiffness.
For application, Djerf recommends utilizing the mist for touch-ups: “I love to use the styling mist on dry hair. I spray a little bit on the roots and then brush it out so it distributes evenly, then I go in with the round brush and blow dry.”
The second offering is the On The Go Styling Gel ($37 AUD)—a robust styling gel engineered to secure hair firmly in place, whether fashioned into sleek updos or bouncy Djerf-esque curls. Its versatility extends to application on wet, damp, or dry hair, with the hold tightening with increased gel application.
Scent Notes
Djerf divulges insights into the aromatic profile of the brand’s hair care line, revealing a blend featuring sandalwood, violet leaf, and cardamom. Described as “fresh” with a hint of spice, the fragrance characterizes both the scented and unscented variants of the Styling Gel.
Mastering Matilda Djerf’s Iconic Blowout
While acquiring the products is a step forward, mastery lies in their adept usage.
Djerf shares her methodology for achieving her signature bouncy curls: “I wash my hair one to two times a week, rarely more. I feel like that has really helped the health of my hair in general… I always blow dry my hair with the Dyson Airwrap—it’s the best… Sometimes I’ll use rollers, but I usually try to clip up the curls, let them cool off, then take them out.”
Though she refrains from detailing her slick updo styling, it’s plausible that she employs the Styling Gel to craft the sleek look, possibly finishing with a spritz of the Mist for a polished touch.
