Matilda Djerf: How she Built her Empire

Grace Gefsky March 13th, 2024

Matilda Djerf: How she Built her Empire

Matilda Djerf is the golden example of how an influencer can transcend into an entrepreneur and business owner. Djerf, an originally Swedish influencer, initially rose to fame due to her famous and iconic hair: blonde, nearly fluffy, and consistently flawless. Her hair has become a phenomenon, with the search “Matilda Djerf Hair” having over 13.8 million views on TikTok alone. In addition, Djerf has 4 million followers across platforms and her brand, Djerf Avenue, has generated over $35 million this past year.

In the past year, Matilda Djerf and her brand alike have absolutely soared. Djerf is well-in-tune with her style and brand, which has made internet users inclined to listen to her, follow her, and—ultimately—buy her products. Her style emulates that of the “clean girl,” which includes a minimalist approach to both fashion and beauty. The “clean girl” often wears little makeup, neutral tones, and simple hairstyles. Simply put, the “clean girl” style is lasting. Djerf herself has said: “I hate trends. I don’t want to be the face of that. That’s not something I support.” Thus, Djerf Avenue focuses on minimalism and timelessness: blazers, trousers, pajamas, bedsheets, dresses, and loungewear.

The genuineness of Djerf’s craft is the timelessness of her brand. Unlike mega-influencers like Charli D’Amelio or Addison Rae (whose influence has gone as quickly as its come) Matilda Djerf understands how to create longevity in her fame. “For us, it’s about growing this company in a healthy way. If you want a healthy company, you also need patience and you need to be able to take the time it needs.” Ultimately, Djerf’s decision to create her own

line with distinct staples that everyone wants and likes gives her an opportunity larger than social media itself.

Below is the link to Matilda Djerf’s social media, as well as a link to Djerf Avenue.

Djerf AvenueMatilda Djerf Instagram