Matilda Djerf, a prominent content creator known for her stunning hair, has finally launched her own line of hair care products. The Swedish influencer, who boasts over 3.1 million followers on Instagram, has captivated her audience with her iconic blonde, voluminous hairstyle and bouncy curtain bangs. After years of receiving questions about her hair care routine, Djerf decided it was time to offer her fans something special. “I’ve never had hair products that I genuinely loved and would always go back to,” she shared.
This venture marks an expansion of her existing clothing and lifestyle brand, Djerf Avenue. Djerf explained during a Zoom interview from her brand’s headquarters in Stockholm, “Creating beauty products was a longer and more challenging process.” She added, “We first discussed starting the beauty line three years ago. It’s been in the works for a really long time.”
On March 27, Djerf Avenue Beauty made its debut with two styling products: the Breezy Styling Mist and the On the Go Styling Gel. Now, the brand is ready to unveil two complete hair care collections: Breezy Weightless and Essential Moisture. Each collection includes a shampoo, conditioner, and hair mask, with the Breezy line focusing on adding volume and the Essential line aiming to hydrate dry hair. Djerf mentioned that the team tested over a dozen samples for each line before finalizing the formulas, ensuring all packaging is made from 100% post-consumer recycled plastic.
“The biggest challenge was perfecting the formulation. It’s not just about one ingredient or tweak; it’s about finding the right mix,” Djerf explained. The new hair care products, priced between $22 and $30, will be available for purchase on djerfavenue.com starting October 16.
Inspiration Behind Djerf Avenue Beauty
Djerf shared her inspiration for launching the beauty line, stating, “I have a general passion for hair. I’ve always been the person in my friend group who styles everyone’s hair.” She emphasized her growing understanding of how important ingredients are for hair health.
When asked why Djerf Avenue Beauty would be an extension of her existing brand rather than a standalone venture, Djerf noted, “It felt like a natural step. Our Djerf Avenue community is special, and I wanted them to trust us in the beauty segment.” She explained that they already had the logistics in place, including a warehouse and website, making it easier to expand.
Djerf highlighted her collaboration with experienced chemists, particularly Johanna Axén, who led the project. The initial focus was on the shampoo, conditioner, and hair mask, which Djerf tested extensively. She found the styling products offered immediate results, while the shampoo and conditioner required careful consideration of texture and performance.
Commitment to Local Production
All Djerf Avenue Beauty products are manufactured in Sweden, a decision Djerf felt strongly about. “Producing locally is essential to us. We have great factories in southern Sweden, and it’s been special to keep everything local,” she stated.
Product Launch and Fragrance Choices
The decision to launch styling products first was based on quicker formulation times. Djerf explained, “We knew that these products filled a gap in the market. Although some questioned why we didn’t start with shampoo and conditioner, we had plans for those products, which faced delays.”
The hair care line features a core scent similar to the styling products. Djerf, who is particular about fragrances, sought a versatile scent that isn’t overly feminine or masculine. “A lot of people say it smells like cardamom buns, which is fun,” she shared, adding that the scent includes notes of sandalwood.
Addressing Diverse Hair Needs
Djerf’s decision to launch two hair care lines at once aimed to cater to a broader audience. “Beauty products are often specific to hair types. We wanted to create options that suit as many people as possible,” she explained. The Breezy line is designed for volume, while the Essential line focuses on moisture and detangling.
Personal Reflections on Hair
Djerf discussed the importance of hair in her life, stating, “A lot of my confidence sits in my hair.” She shared how she often changes her hairstyle based on her mood, noting that bad hair days can affect her overall demeanor. Over the years, she has learned to embrace her natural, thick hair, which she once struggled with during her teenage years.
When asked about her best hair advice, Djerf emphasized the importance of hydration and proper styling techniques. She suggested that having layers in hair adds volume and dimension, which contributes to a more polished look.
Daily Hair Care Routine
Djerf maintains a simple hair care routine, washing her hair once or twice a week and using a hair mask weekly. She alternates between the Breezy and Essential series based on her needs, especially considering humidity levels.
In terms of styling, she relies on the Breezy Styling Mist for heat protection and volume. Djerf also uses dry shampoo between washes and often ties her hair up to keep it out of her face.
Favorite Styling Tools and Makeup Essentials
Her favorite styling tool is the Dyson Airwrap, which she claims cuts her drying time in half. Djerf also shared her current makeup essentials, including the Anastasia Beverly Hills Clear Brow Gel and the Tower 28 eyelash curler. She enjoys using the Rhode Pocket Blush for a natural look and prefers skin tints over foundations.
When discussing fragrance, Djerf mentioned her love for the scent of Djerf Avenue Beauty products, joking about the idea of launching a hair perfume in the future.
Looking Ahead for Djerf Avenue Beauty
As for future plans, Djerf expressed her intention to focus on hair care for now. “I don’t see us launching makeup or skin care for at least the next two years,” she said. However, she hinted at exciting new products in the sampling process, emphasizing her desire to share them with the community once they’re ready.
Djerf Avenue Beauty aims to blend quality and community trust, ensuring that beauty products meet the diverse needs of its customers while remaining true to the brand’s Swedish roots.
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