This is not a drill: Ultimate Scandi cool girl Matilda Djerf is expanding into beauty, with the launch of Djerf Avenue Beauty.
Matilda has already mastered the clothing world, giving fans a chance to replicate her effortless style via Djerf Avenue, a Swedish-based ready-to-wear-business. Now, she’s set to expand the business with two hair-styling products due to launch in late March.
It makes sense. Ever since she burst onto our Instagram feeds, we’ve been coveting Matilda’s thick, 70’s-esque curtain bangs, and inimitable volume.
So if you’ve been wondering how to recreate the look from home, this could be your chance. Below, everything you need to know about Djerf Avenue Beauty – including how to get your hands on it from Australia.
What Products Will Djerf Avenue Beauty Sell?
Djerf Avenue’s beauty line will launch with two hair-care products:the Breezy Styling Mist and On The Go Styling Gel.
While Matilda has remained relatively tight-lipped on the details of these first products, she told Cosmopolitan that they’re key to achieving her famous bouncy blowout and sleek slick-back style.
“I really wanted to nail two products that helped me achieve the two looks I generally wear: my blowout or a sleek bun or pony,” she said.
As for what we can expect from each one, the Breezy Styling Mist is said to be equipped with heat protectant and hold, for volume that’s gentle on hair and stays all day. “I knew that I wanted to create one styling mist that had heat protectant but would also shape my hair.”
Will Matilda Djerf’s Beauty Brand Offer Makeup Products?
It’s not yet clear whether Djerf Avenue Beauty will expand into makeup, but we’re certainly hoping. You only have to spend a few minutes on Pinterest or Instagram to know that Matilda is famous for her rosy cheeks, bushy brows, and dewy skin, so it would make perfect sense for the brand to offer a blush, brow pomade, and perhaps even a skin tint.
Will Djerf Avenue Beauty Sell Skincare Products?
There’s also no word yet on whether Matilda will dip her toes into the world of skincare and wellness. Djerf Avenue Beauty appears to be a fairly all-encompassing brand name, however, so it seems likely that skincare could be on the cards in the future.
Is Matilda Djerf’s Brand Sustainable?
Fans of Djerf Avenue will know the brand is steeped in sustainability, and Djerf Avenue Beauty is set to follow a similar lead. Speaking to Cosmoplitan, Matilda confirmed that the brand will utilise post-consumer resin (PCR) packaging, all sourced in Europe. The ingredients themselves have been sourced as locally as possible, with Swedish ingredients comprising much of the formulas.
When Will Djerf Avenue Beauty Launch?
The official launch of the first two products is slated for March 27, via the Djerf Avenue website.
Is Djerf Avenue Beauty Available In Australia?
In good news for Australian girlies, Djerf Avenue clothing currently ships to Australia, so it looks likely that Djerf Avenue Beauty will do the same.
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