Volume, movement, and a great set of bangs: it’s the Holy Trinity when it comes to amazing hair. Look no further than the Instagram account of Swedish-born content creator, Matilda Djerf, for stellar evidence of all three. Serving her three million followers snaps of her modern Farrah Fawcett hair–complete with flicked-out bangs, sun-kissed blonde, and layers–on the regular, now she is launching hair products.
“I’ve never really had hair products that I genuinely love, from companies that I believe in and who have the same values as me, and with the right kinds of ingredients,” she tells me over video call. “I’ve always expressed myself through hair, so I created the line for purely selfish reasons. I’m really passionate about good hair.”
Set to launch on 27 March, the Djerf Beauty line will consist of a Breezy Styling Mist and On The Go Styling Gel–the perfect duo to aid Djerf and her loyal following on the path to hairstyle nirvana. “These are the two products I’ve really been missing from my routine, and they cater to my go-to hairstyles,” she explains. “I always either have a blowout or do a sleek bun, and before [I made them] I’d have to use two or three products to achieve each look. Now I can do them using just one.”
Housed in chic, post-consumer recycled packaging, the paraben and silicone-free vegan formulas are created for all hair types and textures, and can be used in different ways. For those snatched, slicked-back styles that are so popular right now, the hair gel blends aloe vera, marula seed oil, glycerin, and squalane to create a super shiny finish–without weighing hair down and making it greasy, as many similar formulas do. “We created a gel–not a pomade, cream, or wax–because you can layer it up depending on how much hold you want. When you brush your hair out at the end of the day, it doesn’t leave a residue–your hair isn’t doomed after a day of wearing it!” Her secret to the ultimate slick finish? A boar bristle brush.
Fotograf Maja Johansson Production ABMaja Johansson