Matilda Djerf Is Hair Goals, So We Tested the Hair Product She Swears By

Welcome to Internet Famous, a monthly series in which we ask our Instagram followers to vote on a viral beauty product that’s taken social media by storm. Then the beauty team will take the winning pick for a spin and share their reviews—pictures included.

If there’s anyone on social media who’s made me think, “Ooh, how do I get my hair to look like that?” it’s Matilda Djerf. From claw-clip looks to slick-back buns to her signature blowout, Djerf’s effortless hairstyles are liked, shared, and saved across the internet. I might have commented “hair goals” on a post or two (hundred), but honestly, so has everyone else you know. After years of raiding her mom’s beauty cabinet, experimenting with different products, and offering hair tips in the comments of her posts, Djerf collaborated with talented and passionate chemists to launch Djerf Avenue Beauty. And now we finally have a go-to product to help us re-create her iconic styles—the On The Go Styling Gel ($22).

Allow me to introduce you to the product that’s keeping the beauty team’s hair intact these days. The On the Go Styling Gel is a game changer for all hair types—it not only has a strong enough hold to define your curls or slick back your hair, but with ingredients like squalene, aloe vera, and glycerin, it’s much more nourishing than typical hair gels. Plus, it smells delicious. Believe it or not, the hold is even effective after heat-styling your hair. “I love using it on the lengths of my hair as the finishing step after curling, as it enhances shine and adds that extra definition,” Djerf notes. Instead of flooding the Djerf Avenue account with comments, we decided to test this product ourselves. Read our editors’ reviews below.

“Nine times out of ten, I wear my hair slicked back and out of my face. Whether it’s in a ballet bun, sleek ponytail, romantic half-up, half-down style, or cute French braids, I rely on styling gel to hold my hair in place all day. For over a year, I was devoted to a certain sweet, fruit-scented styling cream, but this product is my new fave. It’s the perfect smooth consistency, tames down my flyaways, and creates the sleek hairstyle I want. It slicked back my hair effortlessly, and I was able to brush it out easily without any buildup.” — Emma Walsh, associate beauty editor

“As crazy as it sounds, I use styling gel every single day. Whether I’m wearing a slick-back style or my natural curls, I can guarantee there are scoops and scoops of gel in my hair. I’m a bit selective—I typically go for a formula that is a bit more sticky and tacky, and the bottle usually has the words ‘extreme hold’ or ‘extra strong’ on it. And this may be a hot take, but I actually love it when my hair is hard and stiff from all the product. It gives me reassurance that my hair won’t move throughout the day. Just by the looks of this gel, I knew the hold wouldn’t be strong enough to slick back my hair the way I wanted. (Don’t get me wrong, most gels can’t do that for me.) But I will say, it did such a great job of taming frizz and defining my 4b curls. I have cute, bouncy ringlets that don’t feel crunchy or look flaky, which is a major win in my book. I’d definitely throw this in my tote bag for a midday curl refresh.