Want Pinterest-Level Hair? Look No Further Than Matilda Djerf's New Beauty Line


There’s a reason Matilda Djerf’s hair is so big, like Gretchen Wieners says in Mean Girls. It’s full of secrets. Until now, that is.

This morning, the Djerf Avenue founder and online It girl announced she’s stepping into the beauty space with the launch of Djerf Avenue Beauty, her new grooming business. Complete with two styling products available for purchase starting March 27, Djerf Avenue Beauty has been a labor of love for the 26-year-old Sweden native. Everything, she explains on a call with Who What Wear, was meticulously intentional. Let’s be frank: given her status and online popularity, she could have rushed to put out a beauty line and have it sell-out almost instantly. But, for Djerf, it was more-so about getting it right than compromising her standards.





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