Can Matilda Djerf’s Influence Translate to Beauty Sales?

With an Instagram feed that has twice as many followers as her TikTok account, influencer Matilda Djerf’s type appears to evoke a bygone millennial period.

As a substitute of choreographed dances or lip syncing, her content material consists largely of curated images in a impartial palette. Pictures of her strolling her canine by means of a discipline or lounging within the shade of a tree in a sundress showcase her idyllic Scandinavian way of life. However the 26-year-old continues to be a Gen-Z trendsetter…particularly in terms of hair.

Her determination to undertake her signature voluminous, curly blowout with 70s-style face-framing bangs got here years earlier than celebrities like Emily Ratajkowski or Kendall Jenner had been showing on purple carpets with curtain bangs en masse. Since then, the hashtag #matildadjerfhair has organically earned a complete of 160 million views on TikTok after going viral in 2021. Now, Djerf is parlaying her energy over magnificence traits into her personal hair care enterprise.

Djerf Avenue Magnificence debuts on Mar. 27 with two styling merchandise, a gel and mist that retail for $27 and $22, developed to create the founder’s namesake look. The road will likely be unveiled at a bodily pop-up in New York’s Soho neighbourhood on Greene St., and will likely be bought there completely for 3 hours earlier than being obtainable for buy on-line.

“Bangs weren’t actually a factor again then once I minimize them [in 2017], however I had seen all these archive images on Pinterest of individuals with bangs,” the Swedish influencer, who sports activities a Farrah Fawcett-inspired do, advised The Enterprise of Magnificence. “I didn’t know that it will ultimately change into a development.”

Hair care is the newest addition to Djerf’s burgeoning way of life model that started together with her four-year-old trend and homeware label Djerf Avenue, which has attracted Sofia Richie and Glossier as companions. The hair styling merchandise are the beginning of a bigger hair care line that can span merchandise like shampoo which are at present of their testing part. She famous that the sweetness arm of her enterprise is specifically known as “magnificence” reasonably than “hair care” to “depart extra room to discover” different classes.

“All people says it’s a way of life model and we need to discover a sexier identify as a substitute of way of life. We haven’t been capable of finding that but,” mentioned Djerf.

Promoting the Swedish Dream

With larger margins on magnificence, the model is aiming to maintain pricing within the “mid-segment,” mentioned Rasmus Johansson, Djerf’s accomplice who co-founded the model together with her. The aim is to succeed in each current trend prospects and a wider vary of latest buyers with the accessible worth factors.

Djerf Avenue Magnificence’s New York-centred launch is supposed to mirror the significance of her US prospects, who drove 35 % of the model’s $35 million in income in 2022 and 50 % in 2023 for a 32 % enhance within the US over that point interval. Although the corporate operates a US subsidiary and warehouse, it’s decidedly Swedish: The merchandise are produced in Sweden and 90 % of it stays owned by Djerf and Johansson (the remaining 10 % is owned by a mixture of native traders together with Pernilla Nyrensten, founding father of Swedish out of doors clothes model RevolutionRace).

“US prospects are so enjoyable. It’s all the time so enjoyable to satisfy them. They’re all the time so chatty, so welcoming, so heat,” mentioned Djerf, who all the time attends her US pop-ups in individual. She can be planning to open a everlasting bodily retailer in New York by 2025.

“We have now tried the pop-ups and we all know that individuals are displaying up and buying,” mentioned Johansson.

Whereas Djerf’s follower depend (3 million Instagram and 1.5 million TikTok followers) could also be dwarfed by mega influencers like Addison Rae or Charli D’Amelio, her dedication to rising a sustainable magnificence enterprise appears to be centered on having management reasonably than licensing out her identify. Past that, each Rae and the D’Amelios’ make-up ventures have already come and gone within the span of three years. In Djerf’s case, she is attempting to show that aspiration can nonetheless promote. Even with out tens of hundreds of thousands of followers, her aesthetic has taken on a lifetime of its personal on TikTok, inspiring a wave of user-generated development content material with recommendation on the right way to copy her coiffure and trend.

“For us, it’s about rising this firm in a wholesome approach. In order for you a wholesome firm, you additionally want endurance and also you want to have the ability to take the time it wants,” she mentioned.

As for her personal hair, Djerf will not be interested by beginning any new traits quickly. “I’ve discovered house in my hair now. I’m caught with this,” she mentioned. “Possibly sooner or later, quick ahead a 12 months and I’ll sit right here with black hair or one thing, however I don’t assume so.”