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Djerf Avenue expands into beauty with new styling duo

Sophie Smith
14 March 2024

Swedish fashion brand Djerf Avenue has entered the beauty category for the first time with two new haircare products.

The new category will launch on 27 March with a volume spray called The Breezy Styling Mist and a multi-use styling gel called The On-The-Go Styling Gel, priced at £25 and £19, respectively.

Both products are inspired by founder Matilda Djerf's signature hair looks, described as a "bouncy blowout and perfect slicked-back bun".

The volumising styling mist is enriched with nourishing ingredients and thermal protection, carefully formulated to help form and shape hair while achieving weightless volume and flexible hold.

Meanwhile, the styling gel promises the "perfect combination" of flexible hold and shine, whether that's for a slicked look or defined curls.


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A post shared by MATILDA DJERF (@matildadjerf)

The launch follows over two years of product development in an effort to "perfect" each formula and secure 100% post-consumer recyclable packaging.

"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," said Djerf.

"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 chemists to develop products that I genuinely miss when they run out."

Established in Stockholm, Sweden in 2019, Djerf Avenue has experienced rapid growth on the back of its existing clothing, accessories and homeware lines. Its launch into beauty aims to accelerate this growth even further.

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