Internet Culture
Everything Matilda Djerf Touches Turns To Gold
Longtime beauty editors Jill Dunn and Carlene Higgins are here to tell you what’s good, uncovering the breakthrough people, products and moments in beauty – every single Wednesday!
Carlene Higgins and Jill Dunn
Published 09 November 2022
Breaking Beauty

Tune in to hear inspiring stories behind the most iconic, best-selling beauty products and how they came to be, straight from the founders themselves. Plus, get insights and tips from the brilliant minds shaping today’s trends and ideas. With #damngood beauty product reviews – skincare, haircare and makeup and more – you won’t want to buy a thing before tuning in.

If you’ve ever wondered who’s responsible for making curtain bangs, ballet flats and Hulk-sized blazers go street-viral, blame it on It Girl du jour, Matilda Djerf - the fluffy-haired, 25-year-old TikTok phenom is probably already influencing what’s in your cart – even if you don’t know it yet. She is the Swedish entrepreneur that’s earned a devoted fan base who follow – and purchase – her every move, be it a haphazardly thrown on claw clip or the $600 Dyson Air Wrap.

Today, we sit down with the 25-year-old influencer to chat about the secrets behind #MatildaDjerfHair, why she turns down invites to Paris Fashion Week and the deets behind her sustainable and inclusive fashion brand, Djerf Avenue, set to hit sales revenues of $22 million this year alone.

Plus, with news of a re-sell site set to launch any day, is Matilda Djerf starting her own beauty brand next…?!

In this episode you'll discover:

> Why Matilda won’t support certain fashion houses, and the ethics behind her own fashion brand
> How Djerf Avenue’s new circular re-sell site will work
> The celebrity skincare line, brow gel and hair product she uses to get the signature Matilda Djerf aesthetic
> Why the influencer can’t get behind most drugstore beauty brands
> What she really thinks about all of those Dyson AirWrap knock-offs!
> What products she thinks are *still* missing from the beauty world
> How Matilda overcame orthorexia, and how she approaches a healthy mindset now
> The self-care habits, workout and books Matilda relies on to stay balanced

For any products or links mentioned in this episode, check out our blog:

[audio audio="" title="Everything Matilda Djerf Touches Turns To Gold" descr=""]

Hot in Internet Culture