Djerf Avenue Beauty’s new hair products are ideal for the blowout expert. But if you have a simple hair-styling routine, like me, the On The Go Styling Gel is a better bet than the Breezy ...

This month, 11 former and current employees of Djerf Avenue, the 27-year-old Swedish influencer’s multimillion-dollar fashion and beauty brand, anonymously accused the founder of fostering a ...

And Djerf Avenue Beauty started in the same way. I was just missing a hair care brand that I genuinely love, and when I run out, I need to go and purchase more. Djerf Avenue Beauty.

Sit still and look pretty is what the internet expects of Djerf. Many articles about this incident have said we don’t give women room to fail, and while I agree, I don’t think Djerf failed in this ...

In an email to AFT, Djerf Avenue said that they take the allegations "very seriously," acknowledged the "shortcomings" in their work environment, and listed out measurements they've taken to improve.

Djerf and her boyfriend Rasmus Johansson co-founded Djerf Avenue in 2019, and the brand sells Scandinavian-inspired "clean girl" clothing in muted colors, as well as cosmetics and homeware.

Djerf Avenue posted a similar statement on its Instagram Story on Oct. 7, but it didn’t stop the backlash. Djerf briefly deactivated her personal TikTok account because of the controversy and ...

For one week only, Scandinavian “It” girl Matilda Djerf is bringing a bit of her native Sweden to the Big Apple. Her clothing, home — and now beauty — brand, Djerf Avenue, is staging its ...