Djerf Avenue Beauty Review: Haircare Inspired by Matilda Djerf’s Iconic Style
We tested Djerf Avenue Beauty’s buzzy hair-styling launch to see if it delivers the bouncy blowouts and sleek buns made famous by Matilda Djerf.
Djerf Avenue Beauty Review: Achieving Matilda Djerf’s Signature Hair
Swedish content creator and fashion mogul Matilda Djerf is admired worldwide for her voluminous blonde hair and breezy, undone style. With more than 3 million Instagram followers, she’s shown how to master curtain bangs and ‘70s-inspired waves—leaving many wondering how to recreate those effortless looks at home. Now, with the launch of Djerf Avenue Beauty, her highly anticipated move into haircare, fans have their chance to bottle a bit of her magic.
We spent a month putting both debut products—the Breezy Styling Mist and On-the-Go Styling Gel—through their paces. Here’s what you need to know about the formulas, the results, and whether they live up to the hype (and Matilda’s legacy).
Inside Djerf Avenue Beauty: Matilda Djerf’s Expansion Beyond Fashion
Djerf Avenue first captured attention with its curated, Scandi-chic clothing collections, winning over consumers with relaxed tailoring and a ‘cool-girl’ aesthetic. Having already expanded into categories like homeware—think playful berry-printed robes and minimalist bedding—Matilda’s transition into beauty was a natural next step. Still, building haircare wasn’t an overnight project: formulation and development took nearly three years, reflecting an obsessive attention to detail and an understanding of her audience’s desires.
“It felt like a longer and more difficult process to create beauty products,” Matilda has said. The result of her efforts is two styling tools designed to deliver her signature two looks: a bouncy blowout with curtain bangs, and a sleek bun or ponytail. Every aspect—from packaging to scent—has been developed to mirror the ethereal, effortless vibe that defines both Matilda and her brand.
Meet the Products: Breezy Styling Mist & On-the-Go Styling Gel
- Breezy Styling Mist ($27): A multifaceted spray combining heat protection, hold, and shine for bouncy, healthy hair.
- On-the-Go Styling Gel ($22): A sleek, portable gel for taming frizz, slicking back flyaways, and sculpting sleek updos.
The Philosophy Behind the Launch
Djerf wanted to distill her approach to haircare into something straightforward, effective, and above all, versatile. For her, layering multiple products for each look was never ideal. Instead, she envisioned formulas that could simplify routines—doubling up on benefits without compromise. As she told Cosmopolitan, “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.”
Breezy Styling Mist: Key Features and First Impressions
This mist is multifunctional: it works as both a heat protectant and styling spray. The goal? Hair that’s touchable and voluminous, not stiff or weighed down. On first impression, the packaging stands out—minimal, chic, and distinctly Scandi, it’s the kind of bottle you’d happily leave on display.
What others are reading
- Scent: The floral and lightly woody aroma lingers through the day—a nod to cult fragrances (think Le Labo’s Santal 33), but with a delicate twist. An unscented option ensures inclusivity for fragrance sensitivities.
- Texture: Lightweight, non-sticky, with a fine, even mist that ensures coverage without drenching or disrupting style.
This product promises to streamline busy routines by cutting down on the number of steps and bottles. Its formula is vegan and made with consideration for sustainability, serving generous sizing at a mid-range price point.
Hero Ingredients
- Aloe Vera: Soothes the scalp while hydrating hair.
- Hydrolyzed Wheat Protein: Repairs damage and boosts resilience.
- Linseed Extract: Strengthens and protects strands.
- Panthenol: Improves flexibility and manageability.
- Sunflower Seed Extract: Enhances softness and shine, while providing antioxidant effects.
Testing Breezy Styling Mist: Performance & Results
We applied the mist post-wash, before blow-drying, as recommended. Used with a round brush, it delivers volume and a noticeable bounce while providing subtle hold—enough to keep things lifted without stiffness. Importantly, the formula does not leave a residue, making it easy to layer with other products if needed.
Additional testing between washes revealed that this spray is also a powerful pick-me-up for second-day hair: spritzing the roots and re-styling with heat yielded refreshed volume and “oomph” without greasiness or stickiness. The product can be re-activated with a curling wand for days when hair needs reviving but not a full wash.
The heat protectant factor worked as promised, safeguarding hair during blow-drying or using hot tools. Straighter hairstyles retained bounce, while curls set with the mist lasted all day without drooping.
Pros
- Adds volume and movement without weight.
- Dual-purpose—eliminates the need for a separate heat protectant.
- Not sticky or crunchy; retains the hair’s natural softness.
- Works well for both pre-styling and mid-day touch-ups.
- Delicate, long-lasting fragrance; option for fragrance-free.
Cons
- May not provide enough hold for highly intricate hairstyles or those needing maximum longevity.
- Those with very oily roots may find daily use a bit much and might prefer alternating with a dry shampoo.
On-the-Go Styling Gel: Core Benefits and Texture
Matilda Djerf’s On-the-Go Styling Gel is designed with versatility in mind—perfect for perfecting baby hairs, pulling back bangs, and creating the slicked-back buns and ponytails that she made famous. A little goes a long way, and the formula promises a soft, touchable finish rather than a lacquered, stiff look.
- Texture: Lightweight gel that spreads easily and dries down to a satiny—not crunchy—finish.
- Scent: Mirrors the mist’s smokey-sweet, subtle floral aroma for a cohesive routine.
- Size & Portability: Compact enough for travel or the gym bag; a staple for on-the-go touch-ups.
Standout Ingredients
- Aloe Vera: Conditions and soothes scalp and hairline.
- Marula Oil: Provides nourishment and a soft sheen.
- Glycerin: Locks in moisture, preventing dryness or crunchiness.
Application and Results
The gel tames frizz and flyaways with subtlety. Whether smoothing hair for a sleek updo or keeping curls defined, it offers enough hold to maintain style throughout the day, but allows for movement and restyling. Editors appreciated the lack of sticky residue on fingers or hair, and reported that it kept styles fresh even after gym sessions or a windy day.
Especially useful for those with shorter layers or curtain bangs—often tricky to style into a pony or bun—the gel provides restraint without stiffness. Matilda herself notes she always keeps the gel in her bag for quick touch-ups, a testament to its designed portability and performance.
Pros
- Soft, flexible hold—no crunchy helmet head.
- Tames baby hairs and edges; perfect for touch-ups.
- Nourishing formula reduces frizz and adds shine with regular use.
- Matching scent with the mist creates a unified styling experience.
Cons
- Those seeking extreme hold (for, say, complicated updos) may need a more robust formula.
- Might be less noticeable on very coarse or thick hair unless layered.
Packaging & Scandi-Minimalist Aesthetic
Befitting its brand DNA, Djerf Avenue Beauty’s packaging is artfully minimal—subtle colors, understated labeling, and sturdy, eco-aware materials. Both products reflect Matilda’s Scandinavian sensibilities: simple, functional, and elegant without demanding attention.
- Both formulas are vegan and developed in line with Djerf Avenue’s sustainability pledges.
- The full sizes are generous, offering strong value relative to department store competitors.
How to Use: Tips for Replicating Matilda Djerf’s Signature Looks
| Look | Product | How-To |
|---|---|---|
| Bouncy Blowout | Breezy Styling Mist | Spray evenly on damp hair, focusing on roots and mid-lengths. Blow-dry with a round brush for volume and flip, then finish with the mist on ends for shine. |
| Sleek Bun or Ponytail | On-the-Go Styling Gel | Apply a small amount to hairline and lengths, comb through, then gather into desired shape. Use fingers to tame flyaways and define edges. |
| Touch-Ups & Texture | Both | Use the Mist to reactivate volume between washes; use Gel to smooth and sculpt throughout the day. |
What Makes Djerf Avenue Beauty Different?
- Simplified Routine: Dual-purpose products streamline haircare for modern lifestyles.
- Clean, Vegan Ingredients: Each formula puts hair health and eco-sensitivity first.
- Scent Experience: Unique fragrances elevate daily use without overwhelming the senses.
- Fashion-Forward Design: Approachable elegance for every vanity or gym bag.
Editor Verdicts: Who Will Love These Products?
- Fans of Matilda Djerf’s signature styles who want to replicate her hair at home.
- Busy professionals or students who prefer multifunctional formulas and a streamlined product shelf.
- Anyone tired of crunchy, sticky styling products in search of hair that feels and looks like hair.
- Fragrance lovers who enjoy hair products with a subtle, lasting scent (with unscented options available for sensitive scalps).
Across various hair types—fine, curly, straight, thick—the collective consensus after a month of use was positive. The products deliver on their claims for most styling scenarios and daily routines, with only those needing ultra-strong hold or heavy-duty taming potentially seeking a supplementary product.
Frequently Asked Questions (FAQs)
Q: Can Djerf Avenue Beauty products be used on all hair types?
A: Yes, both the Breezy Styling Mist and On-the-Go Styling Gel were tested by individuals with different hair textures and concerns, and received high marks for versatility and effectiveness.
Q: Are the products vegan and cruelty-free?
A: Yes, both formulas are vegan and created with an emphasis on sustainability and ethical sourcing.
Q: Is there an option for fragrance sensitivities?
A: Yes, the Breezy Styling Mist is available in an unscented version for those who prefer fragrance-free haircare.
Q: Where can I purchase Djerf Avenue Beauty?
A: Both products are available exclusively through the Djerf Avenue website, with worldwide shipping options for much of the globe.
Q: How do these products compare to salon brands?
A: The value is strong given the generous sizes and mid-range price points. The formulas match or exceed the performance of many department store and boutique options, especially for those seeking softness and bounce without stiffness.
Final Thoughts
Djerf Avenue Beauty’s debut is a confident step into the world of haircare. By focusing on simplicity, clean ingredients, and unmistakable results, Matilda Djerf continues to expand her style influence far beyond sharp tailoring and breezy fashion. If you love effortless hair that feels as good as it looks, these may become your go-tos for the season and beyond.
References
- https://www.the-independent.com/extras/indybest/fashion-beauty/hair/matilda-djerf-avenue-beauty-review-hair-b2518742.html
- https://smulook.com/2024/03/22/tyler-talks-fashion-djerf-avenue-enters-the-beauty-scene/
- https://www.elle.com.au/beauty/djerf-avenue-beauty/
- https://www.elle.com/beauty/hair/a62337922/matilda-djerf-avenue-hair-care-interview-2024/
- https://www.plastena.lv/?k=5494366021480&mod=13288acf&uri=news.php%3Fid%3D183938-672%26name%3Dmatilda+djerf+by+far+purse
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