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 ...

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.

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 ...

Matilda Saga Albertina Djerf, co-founder of fashion brand Djerf Avenue, was accused of perpetuating a toxic workplace. The 27-year-old influencer was named in an exposé by Aftonbladet.

We have reached out to Matilda and Djerf Avenue for comment, and will let you know if we hear back. Here's Why Everyone Is Talking About Matilda Djerf, AKA The Fashion Influencer Who Reportedly ...

At least, not up until a couple of months ago. Djerf fell from her pedestal when her team reported hundreds of creators on TikTok who showed and endorsed Djerf Avenue “dupes.” After years of growing ...

Djerf has 3 million Instagram followers and 1.5 million TikTok followers. In 2023, she was named to the Forbes 30 Under 30 list. Her company prided itself on promoting models of all shapes and sizes.

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 ...

Djerf Avenue Beauty’s New York pop-up. According to Djerf’s team, last year’s pop-up saw nearly 1,000 visitors a day with lines surpassing three-hour wait times.

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.