Few can deny the sway Matilda Djerf holds within the fashion and beauty sphere. Boasting 3 million Instagram followers and counting, the Swedish model turned influencer has officially blurred the lines between Instagrammer and celebrity - she's graced the pages of Vogue and has become a household name the world over. It's impressive stuff.
Since launching her eponymous clothing line Djerf Avenue back in 2019, the star has proven her business credentials too. Her loyal followers are ready to hit the like, save and share button at every opportunity, so it comes as no surprise that her capsule collection consistently sells-out.
And good news, as Matilda fans can rejoice once more. The star has revealed her latest venture, and it looks set to be her most anticipated move yet. Scroll on for all you need to know.
Matilda Djerf Beauty Line: Revealed
Taking to her Instagram today (March 27th) Djerf posted a picture emblazoned with the caption, 'Djerf Avenue Beauty Launching March 27th,' much to the delight of her fans who swarmed to the comment section to lend their support - 'AHHHH SCREAMING CRYING THROWING UP,' wrote one, while another typed 'Finally!!!!!!! Best news🥹🩷🤏'
Matilda Djerf launching a beauty venture? It's hardly a surprise, really. Her sun-kissed, bouncy blow-out, sheen-laden lips and glowing complexion have been gracing Pinterest boards for years now, and her 'GRWM' TikTok's consistently rack up millions of views.
Needless to say, the campaign picture oozes classic Matilda Djerf - she's all glossy lips and rosy cheeks, and her signature Farrah Fawcett-esque strands are styled to perfection. Naturally, Djerf Avenue Beauty looks set to be focused on hair-care and grooming - the brand have confirmed two products thus far : a volume spray called The Breezy Styling Mist, and a multi-use styling product called On-The-Go Styling Gel. It's a duo inspired by Matilda’s signature hair looks – her go-to bouncy blowout and her slicked-back bun.
Matilda says, 'I am incredibly proud of these products and cannot wait for the world to try them. For as long as I can remember, hair has been a way for me to express myself. As I got older and learned more about how products are made and the impact of different ingredients, I quickly realised that nothing in my cabinet met my needs and standards. It has been a fulfilling journey working alongside talented and passionate chemists to develop products that I genuinely miss when they run out.'
The good news? We've only days to wait given that the Djerf Avenue Beauty will be available to shop later this month. Mark your diaries for March 27th - this one is set to be a sell-out.
Djerf Avenue Beauty will be made available via www.djerfavenue.com
Rachael Martin is Grazia's Junior Beauty Editor where she covers all things beauty, health and wellness.