We doubt there's a Pinterest fanatic alive that hasn't sat in the mirror up front of their hairdresser and proudly showed a collection of photos of Matilda Djerf's seemly unending good hair days and said: "This. I want this." (and hello, we do too).
Djerf has been known for her extraordinary and voluptuous blowouts ever since she became an internet spectacle, and her ethically sourced and produced clothing line, Djerf Avenue, has been one of the most successful influencer brands to date. Even if you have yet to get familiar with of Ms. Djerf herself, we don't doubt you've likely saved some looks of hers on your socials, whether it's a fresh DA blouse, her aesthetically pleasing Instagram photos, or iconic fringe.
Lucky for us, we might finally all be able to achieve hair like hers, with Djerf Avenue's first beauty line dropping in only a few short weeks. A multitude of products are to be released on Mar 27, 2024- from styling mists and hair gel to hair accessories and even a new clothing collection, this drop brings something for everyone.
via @djerfavenue on Instagram
Djerf began her fashion career in 2019, but it's rumored that she's always wanted to release hair care products. Her goal was to develop better products with ethically sourced ingredients, a quality that would bypass those of other brands. She wanted to be able to re-create her go-to styles with her products, creating an alternate source of reliability. One of the products yet to be released is a Styling Mist that contains heat protectant while still giving the hair texture and body a look you can usually only achieve through multiple products.
On the sustainability side of things, Djerf Avenue has proven to care about the environment, and this beauty line is no different. They make efforts such as using a resale platform, FSC-certified paper, and utilizing recycled materials and plastics whenever possible, and they have continued these efforts with this upcoming line. A few editors and influencers have been able to test these products before their release, and the feedback has been spectacular. The main consensus has been that the products feel light and airy for all hair types, achieve the desired look quickly, and work on many different types of hair, from fine to straight and thick to curly. Whether you prefer a labor-intensive look or even if you're someone who avoids heat on their hair, one of these products will be perfect for you. It's clear that with this line, Matilda won't be compromising her standards for cheaper products of lesser quality.
via @djerfavenue on Instagram
And in case you haven't heard: there will also be a beauty pop-up in New York City the week of March 27th in partnership with Dyson- a true dream collab. Although these hair styling products are all for now, there is talk of products such as shampoo, conditioner, body wash, and much more in the works for Djerf Avenue. The community that DA has created is alive and well for this drop, and we are all excited to see what these products have in store and for any future beauty plans for the company.
By Ani Grigsby
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